Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal Journal of Management and Digital Business
Lina Auliana
Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Padjadjaran
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Implementasi optimalisasi strategi pemasaran digital pada live streaming akun Instagram Kelana Kids menggunakan HBR marketing strategy formulation framework Sofia Khodijah; Lina Auliana; Tetty Herrawaty; Cecep Safa’atul Barkah
Journal of Management and Digital Business Vol. 6 No. 2 (2026): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v6i2.2195

Abstract

Engagement rate is a key indicator of success in digital marketing strategies, particularly on Instagram. This study aims to address the low engagement rate of the Kelana Kids Instagram account through the HBR Marketing Strategy Formulation Framework. The study adopts an action research approach. Data were collected through participatory observation, interviews, documentation, and analysis of viewer retention rate and engagement rate. Findings indicate that low audience engagement resulted from the absence of structured live streaming procedures and operational guidelines. The intervention involved developing a Live streaming Handbook, defining person-in-charge (PIC) roles, and implementing Trello as a coordination tool. The implementation showed an increase in engagement rate from 0.03% to 0.16%, alongside an average viewer retention rate improvement of 28.15% and enhanced team involvement in live streaming execution. These findings suggest that structured and interactive marketing strategies may enhance audience engagement. This study extends the application of the HBR Marketing Strategy Formulation Framework to digital live streaming strategies for social media–based SMEs.
Co-Authors Cecep Safa’atul Barkah Sofia Khodijah Tetty Herrawaty