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All Journal Nivedana : Jurnal Komunikasi dan Bahasa Science and Education Journal
Leonard Dharmawan
Sekolah Vokasi IPB University
Religion Arts Humanities Education Social Sciences

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Strategi Pengelolaan Media Sosial Instagram Oleh Humas Perumda Tirta Pakuan Sebagai Sarana Penyampaian Informasi Pelayanan Deswita Zahra Andriani; Leonard Dharmawan
Science and Education Journal (SICEDU) Vol 5 No 2 (2026): Science and Education Journal 2026
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/sicedu.v5i2.248

Abstract

This study aims to describe the Instagram management strategy implemented by the Public Relations division of Perumda Tirta Pakuan in delivering public service information, driven by the need for fast, transparent, and interactive information delivery in the digital era. This research employed a descriptive qualitative approach. The research subjects consisted of the Assistant Public Relations Manager, social media team, call center officers, and customers who followed the company’s Instagram account, with data collection techniques including observation, in-depth interviews, and documentation. Data were analyzed using the Miles and Huberman interactive model, including data reduction, data display, and conclusion drawing. Data validity was obtained through source and technique triangulation. The findings show that the Instagram management strategy has been implemented through stages of identifying public information needs, content planning, digital communication execution, and program evaluation; however, it has not been optimal due to delays in internal information flow, limitations in managing digital responses, and uneven information reach. The Instagram management strategy plays a role in supporting public service information delivery but requires stronger internal coordination and optimization of two-way communication.
STRATEGI KONTEN DIGITAL MARKETING FUNNEL PADA AKUN INTAGRAM FANDIEGO TRAVEL: Strategi Marketing Akun Instagram Lutvia Widya Putri; Leonard Dharmawan; Diadji Kuntoro
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 7 No. 2 (2026): NIVEDANA : Jurnal Komunikasi dan Bahasa
Publisher : Sekolah Tinggi Agama Buddha Negeri Raden Wijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/nivedana.v7i2.2330

Abstract

Media sosial menjadi sarana penting dalam strategi digital marketing, termasuk pada sektor travel umroh yang memerlukan pendekatan komunikasi persuasif dan berkelanjutan. Penelitian ini bertujuan menganalisis penerapan strategi konten digital marketing funnel pada akun Instagram Fandiego Travel dalam upaya meningkatkan keterlibatan audiens dan mendorong keputusan pembelian paket umroh. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik partisipasi aktif selama kegiatan magang, observasi konten Instagram, wawancara dengan tim kreatif, serta studi literatur. Analisis dilakukan berdasarkan tahapan marketing funnel yang dikaitkan dengan model AIDA/AID-K, meliputi awareness, consideration, conversion, loyalty, dan advocacy. Hasil penelitian menunjukkan bahwa sebelum penerapan funnel secara terstruktur, konten Fandiego Travel cenderung berfokus pada hard selling dan tren, sehingga respons audiens belum konsisten. Setelah strategi funnel diterapkan, konten disusun lebih sistematis sesuai tahapan audiens, dimulai dari kolaborasi tokoh agama dan iklan pada tahap awareness, konten edukatif, storytelling, serta testimoni pada tahap consideration, promo kontekstual dan call to action pada tahap conversion, hingga konten pasca keberangkatan untuk menjaga loyalitas dan mendorong advocacy. Strategi ini terbukti mampu meningkatkan kestabilan keterlibatan audiens serta mendukung peningkatan penjualan paket umroh.
Co-Authors Deswita Zahra Andriani Diadji Kuntoro Lutvia Widya Putri