FROM CREATIVE PROCESS TO CUSTOMER ADVOCACY: A QUALITATIVE CASE STUDY ON KIDZANIA JAKARTA’S INSTAGRAM CONTENT

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Permana, Fadhil (2026) FROM CREATIVE PROCESS TO CUSTOMER ADVOCACY: A QUALITATIVE CASE STUDY ON KIDZANIA JAKARTA’S INSTAGRAM CONTENT. Masters thesis, IPMI Institute.

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Abstract

The rapid evolution of digital technology has fundamentally reshaped marketing landscapes, particularly within Indonesia’s experience-based industries where Instagram serves as a critical channel for customer engagement. Within the edutainment sector, KidZania Jakarta faces the strategic challenge of evaluating how its internal creative design processes influence customer satisfaction and subsequent customer advocacy. This qualitative case study examines the alignment between internal creative intentions and external customer responses to enhance digital marketing efficacy. Data were gathered through semi-structured, in-depth interviews with a total of 10 participants, comprising 2 internal marketing communication team members and 8 external participants, including 3 participants who participated in a focus group discussion (FGD). The data were then analyzed thematically using NVivo. The findings reveal that a structured creative design process deepens the emotional resonance of visual content, which is closely associated with elevated customer satisfaction. The analysis also suggests an interpreted thematic pathway where customer satisfaction acts as a bridging element linking digital engagement to advocacy behavior. Ultimately, this study underscores the necessity of systematically reviewing internal creative workflows to cultivate brand loyalty, while offering qualitative insights for experience-based brands aiming to solidify their competitive positioning through targeted content optimization and real-field data enrichment within the edutainment sector, such as KidZania.

Keywords: Creative Design, Instagram Marketing, Customer Advocacy, Edutainment, NVivo.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: sandra margaretha
Date Deposited: 30 Oct 2026 08:19
Last Modified: 30 Oct 2026 08:19
URI: http://repository.ipmi.ac.id/id/eprint/3102

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