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Strategi Promosi Pre-Order Buku melalui Instagram: Analisis Model SOSTAC pada Penerbit Bukune Aisy Andini Savitri; Suparman Suparman
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 5 No. 2 (2026): Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v5i2.9219

Abstract

This study analyzes how Bukune Publisher optimizes Instagram as a strategic channel for book pre-order promotion by applying the SOSTAC planning model. The growing reliance on social media as a primary source of reading recommendations and the intensifying competition among publishers in the digital ecosystem make structured promotional planning increasingly important, especially in the pre-order phase when readers decide to purchase before the physical book is available. The research aims to describe and explain the stages of Situation, Objectives, Strategy, Tactics, Action, and Control in Bukune’s Instagram-based promotion. This study uses a qualitative descriptive approach with a case study design. Data were collected through semi-structured interviews with the Social Media Specialist, marketing promotion staff, editor, and readers who follow Bukune’s Instagram account, as well as content observation on @bukune. The findings show that Bukune maps the initial condition of the account and author profiles, formulates emotional and sales objectives differentiated by author category, designs internal segmentation and positioning strategies, and translates them into a mix of Instagram formats and features supported by cross-functional coordination. The study implies that the SOSTAC model provides a useful framework for publishers to develop more structured, adaptive, and audience-oriented pre-order promotion strategies in digital book marketing
Strategic Bricolage dalam Komunikasi Pemasaran Digital Musicverse untuk Membangun Keterlibatan Audiens Gracia Zephaniah; Suparman Suparman
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 5 No. 2 (2026): Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v5i2.9301

Abstract

This study analyzes the planning and implementation of digital marketing communication strategies by TSP & Co. through the Musicverse program in building audience engagement. The post-pandemic growth of Indonesia's music festival industry has intensified competition among promoters, reflected in 187 festival events in Jakarta throughout 2025 and a 3,872% audience growth by TSP & Co. over the past decade. Using a descriptive qualitative approach, data were collected through observation and in-depth interviews with internal members of TSP & Co. Findings show that Musicverse's planning follows a strategic bricolage pattern, building strategy from available resources and emerging opportunities rather than a rigid IMC framework. Implementation relies on implicit coordination without formal standard operating procedures, sustained through shared understanding across divisions and leadership-driven integration. Platform differentiation emerges as a critical element, with Instagram serving as the brand's official face and TikTok as a space for content exploration. The TSP Squad community network proves strategically vital in regional expansion outside Java, functioning as a local knowledge bridge, trust network, and organic crisis buffer. This study suggests community-based marketing as a sustainable model for building audience loyalty in adaptive creative organizations through flexible IMC coordination.
Peran Content Analyst Dalam Mendukung Evaluasi Program di Starpro MNC Infotainment Indonesia Adinda Putri Apriliani; Suparman Suparman; Rr. Renny Soelistyowaty
J-CEKI : Jurnal Cendekia Ilmiah Vol. 5 No. 2: Februari 2026
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v5i2.13686

Abstract

penelitian ini membahas peran content analyst dalam mendukung evaluasi progam di Starpro MNC Infotainment Indonesia yang beroperasi di tengah persaingan ketat industri media serta meningkatnya kebutuhan terhadap konten yag berkualitas dan relevan. Penelitian ini bertujuan untuk mengetahui peran content analyst dalam mendukung evaluasi program untuk meningkatkan kualitas tayangan. Metode penelitian menggunakan pendekatan kualitatif deskriptif melalui observasi partisipasi, wawancara mendalam dan studi pustaka. Hasil penelitian menunjukkan bahwa content analyst memiliki peran penting dalam melakukan analisis minute by minute (MBM) untuk membaca dinamika performa tayangan secara rinci, memanfaatkan data Nielsen sebagai dasar evaluasi kuantitatif dan memberikan rekomendasi berbasis data bagi tim kreatif. Penelitian ini juga mengungkap adanya hambatan teknis dan non teknis seperti gangguan pada platform streaming internal dan perubahan berulang pada template MBM. Secara keseluruhan, penelitian ini menegaskan bahwa peran content analyst sangat penting dalam meningkatkan kualitas program, memperkuat daya saing perusahaan dan mendukung pengambilan keputusan yang lebih objektif dalam industri media.
Co-Authors abd rizky fauzy r Abdul Taram Adinda Putri Apriliani Ahmad Zaki Aisy Andini Savitri Aja Avriana Said Ali Hanafiah Nasution Amanda Kania Diandini Amiruddin Saleh Andi saharuddin Anggi Widia Anggi Widia Khairunisa Anggun Maretha Anita Ardiyanti Ardiansa Ardiansa Arif Efendi A.S. Aris Sunarya Arsi Arsi Arum Setiawan Asep Suhendar Ayunda Gustiani Putri Badjuri Badjuri Bintang Siti Fadilah Brenda Syahirah Budiharto Budiharto Chairil Anwar Chumidach Roini Dadang Rosmana Deny Hadi Siswanto Dharmawan Dharmawan Dife Nur Tiara Dimas Deworo Puruhito Dina Rispianti Dinda Genius Diniatik Dody Safnul Dwi Sandy Prayuda Effendy Effendy Eka Fransiska Elfita Elfita Eny Dwi Lestariningsih Erise Anggraini Fadhil Yazid Faris Syamsuddin Garcia Iktia Gracia Zephaniah Hadi, Moh. Solikul Hamdan Alawi hanifa zakiah muslimah Harman Hamidson Harmini, Harmini Hasan Hamid Hasan, Muh hasbi hasbi Herman Sugianto Hustna Dara Sarra I.G.P. Wigena Ibnu Amar Ibrahim Ibrahim Ichwannudin Ichwannudin Ichwanuddin Ichwanuddin Ika Ismurdiyahwati Imanuel Rivaldo Ira Dwi Rachmani Irma Handayani Judiono Judiono Kalvin Albert Parinding Kasni Astutik Khalila Zahra Maharani Khodijah Khodijah KHOIRUL ANWAR Ksatriyo Pinandito Kusbianto Kusbianto Laendatu Paembonan Leonard Dharmawan Limatahu, Iqbal M. A. Firmansyah M. Heru Dwiyanto M. Yogi Riyantama Isjoni Maharani Azzahra Marieska Verawaty Meriah Kita Deliana N Meriah Kita Deliani N Mimma Gustianingtyas Mira Mutiyani Mochamad Nasrullah Monica Alesia Muhammad Natsir Rahman Muzakir Nabhila Manisya Netti Aryani Niar Niar Niku Saputra Novrian Novrian Nur ‘Azah Nuraeni Dwi Dharmawati Nuryanti Nuryanti Patriani, Sepbianti Sangga Priska Natasya Priyo Susilo Putiryani S Putriyani S Rahmadani Rahmadani Rais Firlando Ratu Chiandita Razman Razak Rici Tri Harpin Rici Tri Harpin Pranata Robin Berlin Sahputra Halawa Rois Arifin Rr. Renny Soelistyowaty Ruhamah Ruhamah Rully Nur Septiana Embisa Saidang Saidang Saini Salwa Putri Awalina Samsinar Samsinar Sarwani Sarwani Shella Apriyani Br Surbakti SITI HERLINDA Siti Zubaidah Sofi Siti Selviyanti Soleha Soleha Sri Kadarwati Sri Kamariyah Sri Rahayu Alam Subowo Subowo Sukri Sukri Sutisna Riyanto Suwandi Suwandi Suwardi Suwardi Tanridio Silviati Abdurrahman Tantra Sakre Thezha El Hutapea Tri Rusti Marlina Triyansyah Triyansyah Triyono Triyono Wahyuningsih Wahyuningsih YULIA PUJIASTUTI Yunus Busa