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All Journal Jurnal Intelek Insan Cendikia Dynamics Social : International Journal of Social Sciences and Communication
Alvina Deshamti
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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PERENCANAAN KOMUNIKASI DIGITAL MELALUI INSTAGRAM DALAM MEMASARKAN PRODUK MAKA CAVALRY DI MAKA SHOWROOM GADING SERPONG Alvina Deshamti; Agung Putra Mulyana
Jurnal Intelek Insan Cendikia Vol. 2 No. 9 (2025): September 2025
Publisher : PT. Intelek Cendikiawan Nusantara

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Abstract

Penelitian ini bertujuan untuk menganalisis perencanaan komunikasi digital melalui Instagram dalam memasarkan produk MAKA Cavalry di MAKA Showroom Gading Serpong. Sebagai perusahaan otomotif lokal yang memproduksi sepeda motor listrik, MAKA Motors menghadapi tantangan berat dari kompetitor dan pentingnya membangun brand awareness melalui media digital. Penelitian menggunakan pendekatan kualitatif dengan model The Circular Model of SOME (Share, Optimize, Manage, Engage) oleh Regina Luttrell sebagai landasan strategi komunikasi digital. Data dikumpulkan melalui observasi partisipatif, wawancara mendalam, dan dokumentasi aktivitas akun Instagram @makamotorsgadingserpong_vina. Hasil penelitian menunjukkan bahwa perencanaan komunikasi digital yang terstruktur melalui Instagram mampu meningkatkan visibilitas, interaksi audiens, dan citra merek produk MAKA Cavalry. Strategi yang diterapkan meliputi pembuatan konten yang relevan dan visual menarik, optimalisasi waktu unggah dan hashtag, pengelolaan akun yang konsisten, serta mendorong keterlibatan audiens melalui interaksi dua arah. Penelitian ini menyoroti pentingnya evaluasi insight Instagram serta adaptasi konten sesuai kebutuhan audiens target. Temuan ini dapat menjadi acuan bagi industri otomotif lokal dalam mengoptimalkan media sosial sebagai sarana pemasaran produk berbasis teknologi ramah lingkungan
Digital Communication Planning through Instagram for Product Marketing at Cavalry Gading Serpong Showroom Alvina Deshamti; Agung Putra Mulyana
Dynamics Social : International Journal of Social Sciences and Communication Vol. 1 No. 4 (2025): November :International Journal of Social Sciences and Communication
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/dynamicssocial.v1i4.241

Abstract

This study aims to analyze digital communication planning through Instagram to market MAKA Cavalry products at the MAKA Showroom in Gading Serpong . As a local automotive company producing electric motorcycles, MAKA Motors faces significant challenges from competitors and the importance of building brand awareness through digital media. The study used a qualitative approach using Regina Luttrell's Circular Model of SOME (Share, Optimize, Manage, Engage) as the foundation for its digital communication strategy. Data were collected through participant observation, in-depth interviews, and documentation of the activity of the @ makamotorsgadingserpong_vina Instagram account. The results show that a structured digital communication plan through Instagram can increase visibility, audience interaction, and brand image of MAKA Cavalry products. The strategies implemented include creating relevant and visually appealing content, optimizing posting times and hashtags, consistent account management, and encouraging audience engagement through two-way interactions. This study highlights the importance of evaluating Instagram insights and adapting content to suit the needs of the target audience. These findings can serve as a reference for the local automotive industry in optimizing social media as a marketing tool for environmentally friendly technology-based products.
Co-Authors Agung Putra Mulyana