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All Journal Coopetition : Jurnal Ilmiah Manajemen E-Coops-Day : Jurnal Ilmiah Abdimas Koaliansi Jurnal Ilmiah Manajemen dan Ilmu Sosial : Co-Management Jurnal Ilmiah Manajemen dan Ilmu Sosial : Co-Management Jurnal Pengabdian Masyarakat Ekonomi dan Bisnis Digital
Jaka Sudewa
Institut Manajemen Koperasi Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Journal : Koaliansi

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Strategi Optimalisasi Social Media Marketing Melalui Instagram untuk Meningkatkan Penjualan pada Usaha Bakso Neng Ziya Sudewa, Jaka; Nurwati, Ucu; Marlina Susana, Lina
Koaliansi : Cooperative Journal Vol. 4 No. 2 (2025): Koaliansi : Cooperative Journal
Publisher : Universitas Koperasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32670/b6012866

Abstract

This study aims to evaluate the effectiveness of the Social Media Marketing (SMM) strategy implemented through the Instagram account of Bakso Neng Ziya in increasing consumer appeal and purchase intention. The method used is the Importance Performance Analysis (IPA) approach, involving 60 respondents as the research sample. A total of 13 SMM indicators were analyzed based on two main dimensions: the level of importance and the level of performance from the consumers’ perspective. The results indicate an average conformity level of 72.92%, suggesting that the implementation of the strategy has not fully met customer expectations. Several key indicators were found in the main priority quadrant for improvement, such as posting consistency, visual content design, and audience engagement. Based on these findings, it is recommended that Bakso Neng Ziya enhance the quality of visual content, strengthen interaction with customers, and implement a regular evaluation system of social media performance to optimize the effectiveness of its digital marketing strategy.  Keywords: Social Media Marketing, Instagram, Importance Performance Analysis, digital strategy, Bakso Neng Ziya
Co-Authors Abdul Hakim Adri Arisena Agrivinie Rainy Firohmatillah Azhar Solihin, Shofwan Darmawan, Eki Dudi Eki Dudi Darmawan Fadla Muzaiyyannah Fitriana Dewi Sumaryana Gijanto Purbo Suseno I Gede Kahar Suputra Ikhsan, Sugianto Marlina Susana, Lina Mohammad Fahreza Nanang Sobarna Nunung Nurhilal Nurhilal, Nunung Ratna H, Yunyun Silfi Muna’am Maulidiyyah, Neng subagyo, Ahmad Sugianto Ikhsan Toufiq Agung Pratomo Sugito Putra Ucu Nurwati