Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Akmalya Khaerunnisa
Universitas Muhammadiyah Yogyakarta
Computer Science & IT Engineering Medicine & Pharmacology Social Sciences Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Digital Promotion Strategy on Instagram @cappanahmerah at PT East West Indonesia Using the SOSTAC Approach to Build Trust Among Millennial Farmers in 2024 Akmalya Khaerunnisa; Adhianty Nurjanah
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.7627

Abstract

Advances in digital technology have encouraged agribusiness companies to utilize social media as an effective promotional tool. This study aims to analyse the digital promotion strategy of PT East West Indonesia through Instagram @cappanahmerah using the SOSTAC approach (Situation Analysis, Objectives, Strategy, Tactics, Action, and Control) to build trust among millennial farmers in 2024.This study employed a qualitative descriptive method through in-depth interviews and documentation involving the digital marketing team and millennial farmers. The findings provide insights into the implementation of digital promotion strategies using the SOSTAC framework to strengthen trust among millennial farmers in the agribusiness sector.The findings show that the company's digital promotion strategy effectively builds trust among millennial farmers. The company's strengths include product innovation, R&D support, and its positioning as a "farmer's ally," while counterfeit seeds remain a major threat. The objectives stage applied the 5S concept through educational content and testimonials (sell), farming consultation services (serve), interactive communication (speak), efficient digital advertising (save), and storytelling content (sizzle). The strategy focused on digitally active millennial farmers, while tactics were implemented through educational content, testimonials, Instagram Ads, and e-commerce. The action stage involved consistent content planning, production and distribution, while control was conducted through Instagram Insights and Return on Ad Spend (ROAS) evaluation.The study highlights that educational content, interactive communication and authentic storytelling are effective approaches for increasing trust among millennial farmers toward PT East West Indonesia.
Co-Authors Adhianty Nurjanah