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All Journal Jurnal Kajian dan Penelitian Umum
Iim Sainah
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Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Strategi Komunikasi Digital melalui Instagram untuk Telur Ayam Bahagia dalam Meraih Sukses Iim Sainah; Vani Dias Adiprabrowo
Jurnal Kajian dan Penelitian Umum Vol. 4 No. 2 (2026): April: Jurnal Kajian dan Penelitian Umum
Publisher : Institut Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/jkpu-nalanda.v4i2.2210

Abstract

This study aims to analyze digital communication strategies for marketing agricultural products, specifically chicken eggs, through Instagram. Using a descriptive qualitative approach, the research explores practical experiences in facing digital marketing challenges and identifies effective promotional techniques for small businesses. The findings indicate that strategies such as consistent visual branding, persuasive content, and active audience engagement have a significant impact on strengthening the Telur Ayam Bahagia brand. SWOT analysis reveals weaknesses such as irregular posting schedules and slow response to user interactions. However, brand strengths can be leveraged through SME collaboration and optimal use of Instagram features. The chosen SO (Strength-Opportunity) strategy is effective in capitalizing on digital market opportunities and healthy food trends by maximizing existing internal strengths. This study recommends optimizing social media-based digital communication as an adaptive approach for small-scale agribusiness development. In addition, the study highlights that authenticity, emotional connection with consumers, and transparency in production processes are important factors in building consumer trust and long-term loyalty in the competitive digital marketplace.
Co-Authors Vani Dias Adiprabrowo