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SISKA SUSANTI Pengarang Iswahyu Pranawukir, S.sn.,M.I.Kom Dosen Pembimbing 1 Misnan, S.S., M.I.Kom Anggota 2/Penguji 3 Erita Riski Putri, S.Sos., M.Si Anggota 1/Penguji 2 Dr. Hiswanti, S.Sos., M.I.Kom Ketua Penguji/Penguji 1

Indonesian Maritime Youth (Indonesian Maritime Youths), commonly called Maritim Muda, is a national youth organization in the maritime sector in the form of associations. The purpose of this research is to find out the creative content of Instagram as a communication medium carried out by Maritim Muda Nusantara in improving the brand image and the obstacles and challenges faced by Maritim Muda Nusantara in creating Instagram creative content. This research was carried out offline by conducting observations at Maritime Muda Nusantara. Data collection techniques are carried out using interview, observation, and documentation techniques. This research method uses a qualitative descriptive method, a technique for determining the researcher's informant using a purposive sampling technique. The results of this study show that Maritime Muda Nusantara uses its Instagram creative content in disseminating information to improve brand image. Instagram is used to reach the community at large and to find out the existence of Maritime Muda Nusantara in improving its image. Instagram is considered the most instant media and has interesting features so that information can spread widely and quickly. In the management of its Instagram, Maritim Muda Nusantara is carried out by creating creative content. The stages carried out are segmenting, targeting and positioning in content distribution. Maritim Muda Nusantara also in concept making always pays attention to the strategies carried out such as creating content planning, the type of content to be created and the steps of content creation planning. Creative content created by Maritime Muda Nusantara such as educational content, entertainment, information, big days and activity documentation. This study concludes that the implementation of STP (Segmenting, Targeting, Positioning) can clearly have a positive impact on improving the brand image of Maritime Muda Nusantara. The application of creative content strategies in program development using advertisements and brand ambassadors has a significant impact on improving the brand image of Maritim Muda Nusantara