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All Journal SOROT: Jurnal Ilmu-ilmu Sosial Tarbawiyah Jurnal Ilmiah Pendidikan Jurnal Responsif : Riset Sains dan Informatika Metafora: Jurnal Pembelajaran Bahasa Dan Sastra Djtechno: Jurnal Teknologi Informasi Al Khidma: Jurnal Pengabdian Masyarakat Jurnal Teknologi Sistem Informasi MES Management Journal Akademika : Jurnal Pemikiran Islam TRIMAS: Jurnal Inovasi dan Pengabdian Kepada Masyarakat ANGON: Journal of Animal Science and Technology Toplama Proceeding of International Conference on Humanity Education and Society Proceeding Of International Conference On Education, Society And Humanity Madrasah Ibtidaiyah Education Journal International Journal of Instructional Technology Journal of Management, Education and Communication Journal of Transdisciplinary Studies in Religion and Education Qiyas : Jurnal Hukum Islam dan Peradilan
Ahmad Muzakki
Sekolah Tinggi Agama Islam (STAI) Tulang Bawang Lampung
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Toplama

 1 
UTILIZATION OF MSME DIGITAL MARKETING STRATEGIES ON INSTAGRAM DESCRIPTIVE QUALITATIVE ANALYSIS @DENISA_SPREI Yulianti, Alin; Zaelani, Pupi Indriati; Munastha, Ketut Abimanyu; Lestari, Nina; Muzakki, Ahmad
TOPLAMA Vol. 2 No. 1 (2024): TOPLAMA
Publisher : PT Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/tla.v2i1.225

Abstract

This study aims to analyze the digital marketing strategies employed by micro, small, and medium enterprises (MSMEs) on Instagram, specifically focusing on the @denisa_sprei account. The research employs a descriptive qualitative approach, utilizing data collected through direct observations of the Instagram account, semi-structured interviews with the account owner, and analysis of Instagram features and performance metrics. The primary objectives are to identify the key strategies used for enhancing brand visibility, engaging with customers, and boosting sales through Instagram. The findings reveal that @denisa_sprei effectively employs several strategies to maximize its digital marketing efforts. The use of visually appealing content, including high-quality images and engaging videos, plays a crucial role in attracting customer attention and building brand identity. Active interaction with followers through comments and direct messages (DMs) strengthens customer relationships and improves loyalty while leveraging Instagram features such as Instagram Stories, Instagram Reels, and Instagram Shopping enhances customer convenience and facilitates the purchasing process. Additionally, Instagram Insights is utilized to track performance and adjust strategies based on follower preferences and engagement metrics. Overall, the study concludes that Instagram serves as a powerful marketing tool for MSMEs, providing significant benefits in terms of brand visibility, customer engagement, and sales growth. These insights offer valuable guidance for other MSMEs seeking to optimize their social media marketing strategies.
MICRO, SMALL, MEDIUM ENTERPRISES (MSMEs) DEVELOPMENT THROUGH INSTAGRAM DIGITAL CONTENT, DESCRIPTIVE QUALITATIVE ANALYSIS @Bagja.id Zaelani, Pupi Indriati; Yulianti, Alin; Munastha, Ketut Abimanyu; Lestari, Nina; Muzakki, Ahmad
TOPLAMA Vol. 2 No. 2 (2025): TOPLAMA
Publisher : PT Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/tla.v2i2.307

Abstract

Social media is now not only a platform for sharing photos and videos but has become a channel for MSMEs to promote their products. This research will discuss how the @bagja.id account uses visual and narrative content on Instagram to build a strong brand image and increase the visibility of the MSMEs it represents. This research method uses a descriptive qualitative method in which a social phenomenon will be analyzed and interpreted and then connected with relevant theories. The results of this research show that the management of an MSME account must be managed well by paying attention to the use of hashtags, copywriting, and building interaction with followers. The important thing to pay attention to is how the process of building interaction with followers in account management is very important because this can build brand awareness. Based on an analysis of the @Bagja.id account, it can be concluded that they have succeeded in adopting a soft-selling marketing strategy with a focus on visual content such as photos, videos, and reels.  Apart from that, managing content and information in the account is very important to create a relationship between the account and followers which will later create brand awareness.
THE CONTRIBUTION OF FEMALE COMMUNICATION TO THE DEVELOPMENT OF FAMILY SOCIO-ECONOMIC RESILIENCE IN BANDUNG WETAN MSMES Yulianti, Alin; Zaealani, Pupi Indriati; Muzakki, Ahmad
TOPLAMA Vol. 3 No. 2 (2026): TOPLAMA
Publisher : PT Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/tla.v3i2.487

Abstract

This research aims to examine the role of communication among women entrepreneurs in MSMEs in Bandung Wetan in building the socio-economic resilience of families. Women have a dual role as business drivers and household economic supporters. The communication strategies they use, both in the family environment and in business activities, become important factors in maintaining business continuity and family welfare. This research uses a qualitative approach with a case study method on women's MSME groups in Bandung Wetan. Data were collected through in-depth interviews, observations, and documentation. The research results show that effective communication among family members, communication with customers, and the use of digital media are the main assets for women in SMEs in facing socio-economic challenges. In addition, social support from family also strengthens the resilience of their businesses. These findings are expected to contribute to strengthening the communication capacity of women entrepreneurs and serve as a consideration in designing family-based MSME empowerment programs.
DIGITAL NARRATIVES ON SOCIAL MEDIA AS AN INSTRUMENT FOR LOCAL CULTURAL PRESERVATION: A DIGITAL CULTURAL COMMUNICATION APPROACH Zaelani, Pupi Indriati; Yulianti , Alin; Muzakki, Ahmad
TOPLAMA Vol. 3 No. 2 (2026): TOPLAMA
Publisher : PT Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/tla.v3i2.501

Abstract

This study examines the role of digital narrative as an instrument for preserving local culture in the midst of the challenges of globalization and digitalization. The focus of the study is the Instagram account @pesona.indonesia, which is managed by the Ministry of Tourism and Creative Economy of the Republic of Indonesia, as a medium for tourism and cultural promotion. Through a qualitative approach with a content analysis method, this study describes the form of digital narrative, analyzes the integration of local cultural values, and assesses the contribution of audience interaction in cultural preservation. The results of the study show that the digital narrative on the @pesona.indonesia account is built through a combination of cinematic visual storytelling and the use of distinctive, persuasive, and informative language. Content such as Gelar Melayu Serangpun, Kamist Toraja, and the Sabang–Merauke narrative are evidence of how visual elements, texts, and cultural symbols combine to form captivating representations and create emotional attachment. The integration of local cultural values, such as collectivity, togetherness, and identity, is carried out authentically and contextually through the visualization of traditions, arts, culinary, and customs, complete with explanations of their meanings and philosophies. Furthermore, audiences play an active role in preserving culture through high levels of engagement (likes, comments, shares), the formation of user-generated content (UGC), and the potential for collaboration. These interactions not only expand the reach of cultural messages but also create spaces for dialogue and collective participation. Theoretically, this study enriches the study of digital cultural communication, while practically, providing strategic recommendations for social media managers and communication practitioners in designing engaging digital content while strengthening national cultural identity.
Co-Authors Adeoye, Moses Adeleke Afida, Febrian Nafisa Nurul Ahnaf, Fatih Holis Akla Akla Aminuddin, Yusuf Azkia, Siti Nuril Badrun Fawaidi, Badrun Basyar, Syaripudin Billah, Zahida I’tisoma Darussalam, Kholdi Dedi Wahyudi Faridah, Zeni Hefniy, Hefniy Hersusetiyati Ihwani, Najmi Imam Suswoyo Ismoyowati Istingadah, Istingadah Jazilurrahman, Jazilurrahman Kamalia, Khoirotul Kusuma, Ajeng Nisa Kusuma, Muhammad Rangga Panji Lestari, Nina M. Ilyas, M. Maulana, Salas Iqbal Muhammad Nasir Nopriyani, Fathiyah Nur Aisyah Putri, Cantika Dea Nurlaela Rahmanda, Muhammad Rizki Ramdan Wagianto Ratna Deli Sari Rifa'i, Ahmad Rizky, Aldy Charlie Sikki, Nurhaeni Soetriono Soetriono Sofia Sofia, Sofia Sri Nurhayati Sugiono Sugiono Suharjo, Imam Syariati, Ahmad Hasyeimi taufikin, taufikin Ulfiah, Ulfiah Wisnu Wijaya Yulianti , Alin Yulianti, Alin Zaealani, Pupi Indriati Zaelani, Pupi Indriati Zuhairi, Zuhairi Zulhannan Zulhannan