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All Journal Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Ilmu Komunikasi dan Sosial Politik
Nurul Huda
Politeknik LP3I Pekanbaru
Humanities Economics, Econometrics & Finance Education Environmental Science Health Professions Library & Information Science Public Health

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Strategi Komunikasi Pemasaran Politeknik LP3I Pekanbaru Dalam Meningkatkan Jumlah Mahasiswa Baru Roshiful Qolbi; Nurul Huda; Yetnimar; Hikmah Sri Ujari
Jurnal Ilmu Komunikasi Dan Sosial Politik Vol. 3 No. 1 (2025): Juli - September
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jiksp.v3i1.3282

Abstract

A marketing communication strategy is an approach used by a company to interact with its target market. Marketing communication strategies aim to create brand awareness, influence consumer behavior, and build strong relationships with customers. Marketing can be carried out using various methods and means. In today's modern era, many media can be used to run a business and implement various promotions such as advertising and event packaging, direct selling, and the use of public relations strategies. LP3I Pekanbaru Polytechnic is one of the lines of Higher Education. LP3I Pekanbaru Polytechnic is a Vocational Campus with a learning system that is 70% practical and 30% theoretical. In addition, LP3I Pekanbaru Polytechnic has also linked you to match with the world of work. The research outlined in this study aims to determine the preparation and planning of promotional programs at LP3I Pekanbaru Polytechnic. The research method used is a qualitative research method with a case study approach that occurs in the field and analyzes the data obtained in the field. Data were collected using library methods, observation, and interviews. After analyzing and discussing the problem, the author concluded that the promotional activities carried out by the LP3I Pekanbaru Polytechnic began with thorough planning and preparation by the team, followed by presentations to schools in Pekanbaru and outside the region, and disseminating information through social media such as Facebook, Instagram, and YouTube.
PEMANFAATAN PRODUKSI MEDIA SOSIAL INSTAGRAM BAGI PENGUSAHA UMKM AQIQAH SE-KOTA PEKANBARU Roshiful Qolbi; Nurul Huda; Hikmah Sri Ujari
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 7 No. 4 (2026): Inpress Vol. 7 No. 4 (2026)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v7i4.62249

Abstract

Perkembangan media sosial, khususnya Instagram, telah mengubah pola pemasaran digital yang dimanfaatkan oleh pelaku Usaha Mikro, Kecil, dan Menengah (UMKM), termasuk usaha aqiqah di Kota Pekanbaru. Penelitian ini bertujuan untuk menganalisis pemanfaatan produksi media sosial Instagram sebagai media promosi, komunikasi pemasaran, serta peningkatan jangkauan konsumen bagi pengusaha UMKM aqiqah se-Kota Pekanbaru. Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif. Informan penelitian dipilih menggunakan teknik purposive sampling yang terdiri atas pemilik atau pengelola UMKM aqiqah yang aktif memanfaatkan Instagram sebagai media pemasaran. Teknik pengumpulan data dilakukan melalui observasi, wawancara mendalam, dan dokumentasi, penarikan Kesimpulan. Hasil penelitian menunjukkan bahwa produksi konten Instagram dimanfaatkan sebagai strategi pemasaran digital melalui penyajian foto dan video produk, desain visual yang menarik, penggunaan fitur Reels, Stories, Feed, dan Live, serta interaksi aktif dengan konsumen melalui komentar dan pesan langsung. Pemanfaatan Instagram mampu meningkatkan kesadaran merek (brand awareness), memperluas jangkauan pasar, membangun kepercayaan pelanggan melalui testimoni, serta mendorong peningkatan penjualan. Namun demikian, masih ditemukan beberapa kendala, seperti keterbatasan kemampuan dalam produksi konten kreatif, rendahnya konsistensi unggahan, keterbatasan sumber daya manusia, serta persaingan konten yang semakin tinggi di media sosial. Oleh karena itu, diperlukan peningkatan kompetensi digital bagi pelaku UMKM, khususnya dalam perencanaan strategi konten, pemanfaatan fitur Instagram secara optimal, dan evaluasi performa media sosial agar pemasaran digital dapat berjalan lebih efektif dan berkelanjutan.
Co-Authors Hikmah Sri Ujari Roshiful Qolbi Roshiful Qolbi Yetnimar