Studi Kasusbrand Cimory Oleh Rei Agency Salsabila Quratul Aini Primary Author mixed material bibliography Jakarta LSPR 2025 en English

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This research discusses the optimization of using the Fair Indonesiaapplication as a tool for evaluating influencer marketing campaigns, focusingon the Cimory brand campaign managed by REI Agency. The background ofthe research stems from the challenges of manual insight collection, which isoften time-consuming, error-prone, and dependent on influencer self-reports.As digital marketing evolves, the need for fast and accurate data-drivenevaluation tools becomes increasingly critical. This research adopts adescriptive qualitative approach using a case research method. Data werecollected through in-depth interviews with REI Agency and Fair Indonesiarepresentatives. The findings show that Fair Indonesia improves the speedand accuracy of collecting insights such as views, engagement rate, fullwatch rate, reach, and audience sentiment. The tool also enhancestransparency and supports real-time strategic decision-making for campaignoptimization. However, some challenges were identified, such as limitationsin advanced analytical features and variations in data structures acrosssocial media platforms. Overall, Fair Indonesia significantly contributes toimproving the efficiency and effectiveness of influencer marketing campaignevaluations. This research is expected to serve as a reference for agenciesseeking to adopt analytical technology to enhance digital campaignperformance. Keyword: Influencer Marketing, Campaign Evaluation, Fair Indonesia, content insight, REI Agency. Marketing Communication 2025 Skripsi-Kualitatif Magda Harahap, MA. Salsabila Quratul Aini NONE Library LSPR Institute of Communication and Business Amani Library Management System S1.MKT.143.25 S102903SP Hanya Tersedia Softcopy S1.MKT.143.25 sampul_skripsi.jpeg.jpeg 9784 2025-12-29 13:37:41 2026-01-06 11:41:52 machine generated