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All Journal JURNAL KOMUNIKATIO Toplama
Yulianti, Alin
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Humanities Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Journal : Toplama

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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.
Co-Authors Ahmad Muzakki Gissani, Muhammad Fikri Lestari, Nina Sanusi, Nunung Zaelani, Pupi Indriati