Konten yang menarik pada media sosial instagram dapat membangun customer engagement, salah satunya ialah konten yang diunggah oleh Kamar Gadget pada campaign Team Han Ji Pyeong.  Kamar Gadget memiliki engagement tertinggi diantara kompetitornya. Penelitian ini menjelaskan strategi pembentukan customer engagement Kamar Gadget melalui campaign Team Han Ji Pyeong pada media sosial instagram dengan menggunakan metode kualitatif yang pengumpulan datanya dilakukan melalui wawancara serta observasi dengan paradigma konstruktivis. Konsep teori yang digunakan ialah customer engagement. Hasil penelitian menemukan bahwa dalam perencanaannya Kamar Gadget memperhatikan faktor internal dan eksternal. Lalu, pada implementasinya Kamar Gadget fokus membangun online present. Kemudian, dalam evaluasinya Kamar Gadget memperhatikan insights keseluruhan konten yang diunggah kedalam campaign Team Han Ji Pyeong.

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This study was conducted to describe integrated marketing communication strategy Bandung Makuta Cake with the guidance of IMC Model belongs to Adji Watono and Maya Watono (2011: 34-35) that consisting of discovery circle, intent circle, and strategy circle which formulates the basic principles that are key factors of strategic success in a comprehensive and systematic model. This research uses descriptive qualitative research method with post positivistic paradigm. Data collected through indepth interviews with Top Marketing Manager Bandung Makuta Cake. The results of this research that the analysis on discovery circle can be done by involving the research agency so that the information obtained will be more detailed, and in analyzing the intent circle needs to pay attention to the brand development in the community both positive and negative issues so that it can become brand development. Then in making strategy circle, see the results of the analysis of the two previous stages that have been done and integrate the elements that exist in it to be applied to some marketing communication mix. ABSTRAKTujuan penelitian ini untuk mendeskripsikan strategi komunikasi pemasaran terpadu Bandung Makuta Cake dengan suatu pedoman Model IMC milik Adji Watono dan Maya Watono (2011: 34-35) yaitu terdiri dari discovery circle, intent circle, dan strategy circle yang merumuskan prinsip-prinsip dasar yang menjadi faktor kunci kesuksesan strategi dalam sebuah model yang komprehensif dan sistematis. Penelitian ini menggunakan metode penelitian deskriptif kualitatif dengan paradigma postpositivistik. Pengumpulan data dengan wawancara mendalam bersama Top Marketing Manager Bandung Makuta Cake. Hasil dalam penelitian ini bahwa analisis pada discovery circle dapat dilakukan dengan melibatkan research agency sehingga informasi yang didapatkan akan lebih detail, dan dalam menganalisis intent circle perlu memperhatikan perkembangan merek di masyarakat baik isu positif maupun isu negatif sehingga dapat menjadi pengembangan merek. Kemudian dalam pembuatan strategy circle, melihat hasil analisis dari kedua tahapan sebelumnya yang telah dilakukan serta mengintegrasikan elemen-elemen yang ada didalamnnya untuk diaplikasikan pada beberapa bauran komunikasi pemasaran.

The advancement of internet, mobile and networking technologies has transformed the world into an area that is no longer geographically insulated. People can connect to each other directly and constantly form a community. The community is formed because of our willingness to interact with people who have common interests. In relation to the intense competition in the business world, business people are looking for communication marketing strategies that involve online communities as a strength that has advantages such as loyalty of members, product knowledge and quality of tight relationships among members make the community as a significant role in determining the increase image and brand equity of a product or service without geographical boundaries. The purpose of this research is to know the role of indorunnersbdg as online community in building the brand equity. This research used descriptive qualitative method by taking data through in depth interviews with the management of indorunnersbdg and observation to their online members and communities. Based on the result of study revealed the role of online community in Building the Brand Equity are creator the message, builder expectation, developer trust and affirmation of integrity.

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