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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar
Thahirah, Najma Silmi
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STRATEGI PENGELOLAAN KONTEN INSTAGRAM PT JASAMARGA JALANLAYANG CIKAMPEK DALAM MENDUKUNG KOMUNIKASI DIGITAL PERUSAHAAN Thahirah, Najma Silmi; Supama Wijaya, Abung; Soelistiyowati, Renny
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 2, Juni 2026 Publish
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.49373

Abstract

This study seeks to examine the Instagram content management strategy employed by PT Jasamarga Jalanlayang Cikampek and to identify the types of content published as part of its digital communication strategy. The research adopts a descriptive qualitative approach, with data collected through observations, interviews, documentation, and literature reviews. Data analysis was conducted using the interactive model proposed by Miles, Huberman, and Saldaña. The findings indicate that the content is predominantly composed of traffic updates during extended holiday periods (52.7%), with an inconsistent posting frequency. Feed content generated the highest level of interaction (74.1%), whereas stories achieved the greatest reach (79.4%) and effectively engaged non-followers (77.9%). The utilization of reels remains minimal, thereby limiting their potential reach. Content planning is characterized by flexibility but lacks a consistent planner, and the multi-layered approval process constrains innovation and the speed of publication. Overall, while the strategy has been implemented, it is not yet optimal in terms of consistency, format variation, and audience growth.
Co-Authors Renny Soelistiyowati Supama Wijaya, Abung