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THE EFFECTIVENESS OF INSTAGRAM SOCIAL MEDIA MARKETING IN INCREASING BRAND AWARENESS OF THE INTEGRATED STATISTICS SERVICE OF BPS-STATISTICS TANGERANG REGENCY Reza Septian Pradana
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 3 (2026): June
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.21175152

Abstract

The low utilization of the Integrated Statistics Service (PST) of BPS-Statistics Tangerang Regency indicates a problem in the level of public brand awareness, even though the quality of service is classified as very good, so a more effective communication strategy is needed through social media marketing, especially Instagram. This study aims to analyze the effectiveness of utilizing Instagram in increasing brand awareness of the PST BPS Tangerang Regency using a qualitative method through a case study approach, where data is collected through social media analytics-based observations and in-depth interviews with three internal sources, and analyzed comparatively between conditions in 2023 and 2024. The results of the study show a significant increase in the number and quality of Instagram content in 2024 compared to 2023, although the proportion of content specifically containing PST information is still relatively limited; however, the increase in audience interaction, the number of followers, and the increase in offline service users indicate that social media marketing through Instagram is effective in increasing brand awareness to reach the level of brand recognition and brand recall in the general public as well as brand dominance in the local government segment. The decline in online service users does not entirely reflect Instagram's ineffectiveness, but is influenced by external factors such as user behavior that does not follow service procedures, so strategy optimization is needed through increasing content variety and intensity, delivering more comprehensive service information, utilizing interactive features such as reels, and integrating email marketing to significantly increase engagement, loyalty, and conversion of service usage.
COMMUNITY EMPOWERMENT THROUGH MANGROVE PLANTING TO SUPPORT CLIMATE CHANGE ADAPTATION IN TANJUNG PASIR VILLAGE, TELUKNAGA DISTRICT, TANGERANG REGENCY Reza Septian Pradana; Mikael Mardi; Anton Petrus W Nomleni
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 4 (2026): August (ON PROGRESS)
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.21174995

Abstract

Climate change has increased the vulnerability of coastal areas to abrasion, tidal flooding, and ecosystem degradation, necessitating adaptation efforts that actively involve the community. Tanjung Pasir Village, Teluknaga District, Tangerang Regency is one of the coastal areas facing these challenges and has the potential of mangrove ecosystems as a natural barrier in supporting coastal resilience. This Community Service activity aims to increase community knowledge, awareness, and participation in mangrove conservation as a climate change adaptation strategy through a community empowerment approach. The method used is the Community Empowerment Approach with the Participatory Learning and Action (PLA) principle which is implemented through four stages, namely preparation, education and socialization, participatory mangrove planting, and monitoring and evaluation. Data were obtained through participatory observation, documentation, and reflective discussions, then analyzed descriptively qualitatively. The results of the activity showed that the planting of 300 Avicennia and Rhizophora mangrove seedlings was successfully carried out with the involvement of students, lecturers, the community, the Tanjung Pasir Village Government, and the Tourism Awareness Group (Pokdarwis). This activity increased participants' understanding of the ecological function of mangroves, strengthened participation and collaboration between stakeholders, and fostered a shared commitment to maintaining the sustainability of mangrove areas. In addition to providing ecological benefits through coastal ecosystem rehabilitation, this activity also contributes to the achievement of the Sustainable Development Goals (SDGs), especially Goals 11, 13, 14, and 15. Thus, community empowerment through mangrove planting is an effective approach in supporting climate change adaptation while strengthening sustainable coastal area management.