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INSTAGRAM DIGITAL MARKETING IN THE PUBLIC SECTOR: A CASE STUDY AT THE VOCATIONAL AND PRODUCTIVITY TRAINING CENTER SIDOARJO Agustinus Samuel Wijaya; Leonard Adrie Manafe; Abdul Chamid
Journal Informatic, Education and Management (JIEM) Vol 8 No 2 (2026): AUGUST
Publisher : STMIK Indonesia Banda Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61992/jiem.v8i2.441

Abstract

Digital transformation has changed the marketing paradigm in the public sector, including vocational training institutions. This study aims to identify the digital marketing strategy of the Sidoarjo Vocational and Productivity Training Center (BPVP) through Instagram, evaluate the effectiveness of various types of content, measure their impact on increasing training program enrollment, and provide strategic recommendations for future optimization. Using a qualitative approach with a single case study design, data were collected through systematic observation of the official Instagram account, in-depth interviews with purposively selected informants, and analysis of institutional documents. These were then analyzed using a qualitative analysis model with triangulation and member checking to ensure validity. The results show that an educational value-based content strategy generates superior organic engagement compared to direct promotion, where short educational video content serves as a catalyst for attention and interest through algorithmic amplification, while alumni testimonials activate a social proof mechanism that reduces uncertainty for potential participants at the desire stage. However, optimal utilization of Instagram is hampered by bureaucratic structural limitations including limited human resources, budget, a multi-tiered content approval process, and difficulties in measuring return on investment. The conclusion confirms that Instagram is an effective digital marketing instrument for increasing public awareness and interest in vocational training programs, but its potential has not been fully realized due to institutional constraints, so optimization requires structural reforms in the form of appointing dedicated digital marketing personnel, streamlining content approval protocols, and integrated tracking infrastructure in addition to tactical optimization of content.
Co-Authors Abdul Chamid Adi Siswandono Adiva Abani Putri Adrian Abror Erzaldi Afifah Nur Vindiarini Agung Dwi Nugroho, Agung Dwi Agus Wahyudi Agustinus Samuel Wijaya ahmad rizal Akbar, Mochammad Rafy Alfandi, Safwanuzzaki Alfiatul Chusniah Nurwidianti Aliffiar Hendardi Pramudya Alifiansyah Safriansyah Amiq, Izzatul Anam, Chairul Andriana, Ririn Anggraeni, Ira Dewi Anisa Dita Priutami Anita Kartika Sari Astuti Oktaliana Bahrul Dermawan Hariyono Putra Bambang Sri Wibowo Bambang Sriwibowo Briegel I.J. Pesiwarissa Burhan Stafrezar Chairul Anam, Chairul Chamid, Abdul Chrisatya Ezra Thesaputra Citagita Ramadhini Dea Nofita Setyaningrum Dendy Fazrul Ramadhan Devi Meilina Dhyah Wulansari Diah Ayu Sanggarwati Disky Rama Mahardika Djaja, Elgin Marchlouisyanto Dodit Cahyo Nugroho Dodit Cahyo Nugroho Effendi, Mochamad Salva Putra Eko Putro Sugiono Elisabeth, Damarsari Ratnasahara Emiliana Ring Emmywati Emmywati Endah Puspita Sari Endro Purnomo Erawati, Yourini Erfiyan Wahyu Alrafi Erina Dwi Yanti Erlina, Nanin Eva Noviana Evi Thelia Sari Evi Thelia Sari Fajar Tenovita Sari Fajar Tinovita Sari Faniasari, Linda Fathur Rohman, Fathur Fathur Rosi Feldiaz Pranata Femmy Roszalinda Marteza Leo Femmy Roszalinda Matreza Leo Fendo Mustofa Ferdinand Romelus Anigomang Firdaus, Mochamad Daffa Esta Fitra Rizka Yusianti Freddy Mantovani Gloria Imaniar Talahatu Haliza, Siti Nur Hanan Salsabila Ruvianti Hernita Narsi Elda Hidayatul Nur’Syamsiyah Hilmy, Rega Ika Dana Rahayu Ike Nur Fadlilah Ilham Prasetya Wibowo Iman Supriadi Ismawati Ismawati Iswahyudi Pratama Izzatilah, Nuri Jaka Nugraha Kamila, Octavia Nuril Karolus Putra Setiadi Kevin Reynaldi Bagaskara Kori Pramita Kori Pramita Krisna Putra Prayoga Kristanto Abraham Rini Kusuma Adi Rahardjo Kusuma Adi Rahardjo Lanny Regina Susanti Lathifah Aisha Nurwanti Linda Faniasari Lukluk Ilmaknun Mahardika, Disky Rama Marcel Kristiyanto Martin Zebua Masrur, Willy Maulana, Ryan Yudhistira Mayrine Christiyah Nugrahini Mesya Aulia Nurjami Mochamad Fatchurrohman Mochamad Salva Putra Effendi Moh Wahib Moh. Maulana Waqid Kurniawan Muchammad Ali Imron Rosadi Muhammad Zainul Abidin Muninggar, Ayu Murni Kurniasari, Laksmi Muslikhun Nanda Rahayu Neny Kurnia Sari Nevinra, Sofronia Lawinda Ninik Mega Pratiwi Noneng R Sukatmadiredja Novita Eka Sulistyia Rini Nugroho, Dodit Cahyo Nurul Fitria Nurul Fitria Nurwijayanti Nur’Syamsiyah, Hidayatul Nuzulul Fatimah Parwita Setya Wardhani Parwita Setya Wardhani Pratama, Mochammad Nova Rizqi Ade Purwanto Purwanto Purwanto, Bayu Purwanto, Purwanto Puspitasari, Fanny Dwi Putri Intan Alfiani Putri, Anisa Meliantika Putri, Faradilla Sukmawati Permata Rahardjo, Kusuma Adi Rahayu, Nanda Rahmayanti, Risti Sagita Reni Indahsari RIRIN ANDRIANA Rita Erycha Riza Krisdian Pratama Safaat Safaat Safaat Safaat, Safaat Safa’at Safa’at Safitri, Nanda Abelia Safitri, Wiwik Salsabil, Putri Shafa Salsabilla Aulia Az Zahrah SE., MM, Rifda Fitrianty Setiawan, Dimas Yogi Setyawan, Anang Fanju Shafa Anjelina Surya Dewi Sharmilee Nanda Shinta Wardatuz Zuhriyah Shobikin, Shobikin Sihombing, Maryto Maretis Sindy Anggun Hariyanti Sri Lestari Sri Rahayu Sri Wahyuningsih Handayani Sriwibowo, Bambang Steven Paul Tarigan Suci Rachmadhani Surya Dewi Purnamasari Syahputra, Alfin Ramadhan Tarigan, Steven Paul Tasya Valery Susanto Tedy Irawan Teguh Herdijanto Titis Tatasari Tito Tilawah Tri Wahjoedi Trisna Ayu Anggraini Vivi Mega Utami Viviana Sulistya Angraini Wahib, Moh Wahjoedi, Tri Wahyu Fattahulhidayat Wahyu Purno Irawan Wahyu Purno Irawan Wahyuni Cholifa Sari Wardani, Devine Paramitha Wulansari, Christina Yana Ramadhani Yovita Ardeana Yovita Ardeana Yudha Aditya Zainafsiyah, Oky Shofinatuz