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All Journal JURNAL PETIK NUSANTARA : Jurnal Ilmu Pengetahuan Sosial Translitera : Jurnal Kajian Komunikasi dan Studi Media Jurnal Pendidikan dan Konseling Indonesian Journal of Engagement, Community Services, Empowerment and Development (IJECSED) Indonesian Collaboration Journal of Community Services (ICJCS) Al-MIKRAJ: Jurnal studi Islam dan Humaniora At Tawasul: Jurnal Komunikasi dan Penyiaran Islam Journal of Conflict and Social Class (JCSC)
Cindya Yunita Pratiwi
Universitas Bina Sarana Informatika
Religion Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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STRATEGI KOMUNIKASI PEMASARAN DIGITAL INSTAGRAM @KANOPI_MURAH UNTUK MENINGKATKAN JASA PEMASANGAN Tata Santika; Amalliah; Cindya Yunita Pratiwi
AT-TAWASUL Vol 5 No 1 (2026): AT TAWASUL
Publisher : Program Studi Komunikasi dan Penyiaran Islam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51192/ja.v5i1.2529

Abstract

CV Mitra Kanopi is a construction company that utilizes Instagram as a digital marketing communication platform to reach consumers, build trust, and increase service demand. This study aims to analyze the digital marketing communication strategy implemented through the Instagram account @kanopi_murah and identify supporting and inhibiting factors. The research method used is qualitative, with data collected through interviews, observations, and documentation. Data analysis employs the interactive model by Miles and Huberman, which includes three main stages: data reduction, data display, and conclusion drawing. The theoretical framework refers to Kotler and Keller’s digital marketing concept, specifically Integrated Marketing Communication (IMC). The results show that the digital communication strategy has been quite effective through five key elements: advertising, personal selling, sales promotion, public relations, and direct marketing. The success of the strategy is supported by attractive visual content, fast and responsive service, and optimal use of Instagram’s features. Challenges faced include limited human resources to consistently manage the account and difficulties in keeping up with rapidly changing social media trends. Future research is recommended to explore the effectiveness of digital communication strategies across multiple platforms
Co-Authors Amalia Tresna Fadhilah Amalliah Amalliah Amalliah Bobby Octavia Yuskar Debby Andra Fortuna Hildawati Hildawati Nur Abdillah Ondy Rafika Ludmilla Reva Widyanti Riastri Novianita RR Roosita Cindrakasih Tata Santika Vika Yustia Wulan Muhariani