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
Tan Amelia
Fakultas Teknlogi dan Informatika, Universitas Dinamika
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Optimalisasi ZMOT: strategi digital marketing untuk kesuksesan startup layanan penerjemah bahasa Ayouvi Poerna Wardhanie; Tan Amelia; Intan Septy Dhamayanti Subroto; Sandhika Cipta Bidhari
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.v6i2.2928

Abstract

This study aims to determine how to increase the Zero Moment of Truth (ZMOT) for a language translation startup through digital marketing strategies on Instagram. Using the SOSTAC framework, the plan integrates six core stages: situation analysis, objectives, strategy, tactics, action, and control. This approach was selected for its structured and detailed application of marketing communication elements, making it ideal for planning, branding, and expanding a new business's reach. The findings suggest that Instagram biographies must be clear and detailed, while content planning should be organized using Meta Business Suite and Google Spreadsheets. Key actions include posting content aligned with audience preferences, collaborating with relevant influencers, crafting captions with strategic hashtags, and implementing direct chat automation for real-time feedback. During the control phase, performance was measured through historical performance analysis, variability analysis, and opportunities for enhancement. These metrics led to the conclusion that understanding audience preferences and diversifying digital marketing tactics significantly and positively impacted monthly engagement levels, successfully strengthening the startup's digital presence and consumer trust
Co-Authors Ayouvi Poerna Wardhanie Intan Septy Dhamayanti Subroto Sandhika Cipta Bidhari