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All Journal Journal of Enterprise and Development (JED) Jurnal Agroekoteknologi dan Agribisnis
Zahra, Salwa Fatima
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

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Content categories on Instagram: from promotional to interactivity for business development Maulidian, Maulidian; Zahra, Salwa Fatima; Nadela, Anys Tasya; Fitriani, Anisa
Journal of Enterprise and Development (JED) Vol. 5 No. 1 (2023): Journal of Enterprise and Development (JED)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v5i1.6774

Abstract

Purpose — The study aimed to analyze the content on Instagram and to examine the relationship between the content categories and the reach and impressions of the posts.Method — This study analyzed 58 content posts from the Instagram account @Generasi_kenzu using purposive sampling, divided into five categories and measured based on accounts reached and impressions, using descriptive statistics, a Kolmogorov-Smirnov test for normality, and a Kruskal-Wallis test for comparison of mean reach and impressions across the categories.Result — The content analysis revealed that promotion was the most prevalent category, followed by information and education, with a mean reach of 64.22 and a significant proportion of views from the user's profile, and found hashtags to be an effective method of increasing visibility, though with a considerable degree of variation among individual posts. The Kruskal-Wallis test showed no significant difference in the distribution of accounts reached, reach from follower, reach from non-follower, impressions, from profile, from hashtags, from home and from other across the five content categories.Contribution — This study contributes by adding knowledge about content categories' effectiveness on social media platforms, providing valuable insights into content and reach of Instagram posts, and suggesting the need for further research to explore impacting factors.
Content categories on Instagram: from promotional to interactivity for business development Maulidian, Maulidian; Zahra, Salwa Fatima; Nadela, Anys Tasya; Fitriani, Anisa
Journal of Enterprise and Development (JED) Vol. 5 No. 1 (2023): Journal of Enterprise and Development (JED)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v5i1.6774

Abstract

Purpose — The study aimed to analyze the content on Instagram and to examine the relationship between the content categories and the reach and impressions of the posts.Method — This study analyzed 58 content posts from the Instagram account @Generasi_kenzu using purposive sampling, divided into five categories and measured based on accounts reached and impressions, using descriptive statistics, a Kolmogorov-Smirnov test for normality, and a Kruskal-Wallis test for comparison of mean reach and impressions across the categories.Result — The content analysis revealed that promotion was the most prevalent category, followed by information and education, with a mean reach of 64.22 and a significant proportion of views from the user's profile, and found hashtags to be an effective method of increasing visibility, though with a considerable degree of variation among individual posts. The Kruskal-Wallis test showed no significant difference in the distribution of accounts reached, reach from follower, reach from non-follower, impressions, from profile, from hashtags, from home and from other across the five content categories.Contribution — This study contributes by adding knowledge about content categories' effectiveness on social media platforms, providing valuable insights into content and reach of Instagram posts, and suggesting the need for further research to explore impacting factors.
THE APPLICATION OF FLYWHEEL MARKETING IN MARKETING STRATEGY AND ITS IMPLEMENTATION ON THE BUSINESS MODEL CANVAS: A CASE STUDY OF NASI KEBULI DASUKI Maulidian; Zahra, Salwa Fatima
Jurnal Agroekoteknologi dan Agribisnis Vol. 9 No. 1 (2025): Jurnal Agroekoteknologi dan Agribisnis
Publisher : Politeknik Pertanian Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51852/5tbk8y04

Abstract

MSMEs in Indonesia's culinary sector face increasingly complex competitive challenges due to product similarities and shifting consumer preferences. In this context, this study aims to develop a customer-centered marketing strategy by integrating the flywheel marketing approach into the Business Model Canvas (BMC) framework for the Nasi Kebuli Dasuki MSME. This research employed a descriptive qualitative method with SWOT analysis to identify the strengths, weaknesses, opportunities, and threats faced by the business. The results of IFAS and EFAS analysis indicated that Nasi Kebuli Dasuki is positioned within an aggressive strategy quadrant, enabling the use of internal strengths to seize external opportunities. The proposed marketing strategy adopted a flywheel approach through three key stages: attract (drawing in customers), engage (building involvement), and delight (maintaining loyalty), all of which were systematically mapped into the nine BMC elements. Key findings demonstrate that this strategy effectively enhances customer loyalty, expands market reach through digital channels, and adds value through environmentally friendly practices and strong customer service. This study concludes that the flywheel marketing strategy offers a relevant and sustainable approach to supporting MSME growth in the digital era, especially within Indonesia's local culinary sector.    
Co-Authors Fitriani, Anisa Maulidian Maulidian, Maulidian Nadela, Anys Tasya