Implementation Of Copywriting Strategies To Enhance Consumer Engagement At PT Tourezia Cakra Inspira
A Qualitative Study in Digital Marketing Context
Abstract
Digital marketing requires effective communication strategies to maintain consumer engagement and support purchase intention. Copywriting plays a strategic role in delivering persuasive messages that communicate brand value. This study examines the implementation of copywriting strategies at PT Tourezia Cakra Inspira across digital platforms. This study employs a qualitative descriptive approach. Data were collected through semi-structured interviews with the Head of Digital Marketing and the Chief Business Officer (CBO), supported by observation and document analysis. The data were analyzed thematically. The findings indicate that PT Tourezia Cakra Inspira applies a structured copywriting workflow, including content briefing, planning, audience research, drafting, review, and publishing. Copywriting practices emphasize trust-building and engagement-oriented communication rather than direct selling. However, the absence of formal copywriting guidelines, standardized engagement indicators, and structured persuasion frameworks limits consistency and strategic effectiveness. Therefore, further formalization and evaluation are required to strengthen copywriting impact.
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EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
