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All Journal Journal of Artificial Intelligence and Digital Business PRAGMATIS Jurnal Manajemen dan Bisnis
Irawan, Wahyu Purno
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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Social Media Engagement Strategy in the Match Industry: A Case Study of PT. Lintas Cindo Bersama Irawan, Wahyu Purno
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.3319

Abstract

This study explores how PT. Lintas Cindo Bersama, a traditional match manufacturing company in Indonesia, adopts social media engagement strategies to strengthen its communication and organizational responsiveness in the digital era. Using a qualitative case study approach, data were collected through in-depth interviews, online observations, and document analysis conducted over one year. The findings reveal that engagement in a low-involvement product industry is structured around three interrelated dimensions: maintaining consistency in managing social interactions, creating audience-specific content, and utilizing social media as a source of strategic insight. These strategies enable the company to cultivate authenticity, reliability, and responsiveness, fostering a meaningful relationship with audiences and reinforcing brand legitimacy. The study highlights that social media engagement, when systematically managed, functions not only as a marketing tool but also as a relational and strategic capability that supports organizational adaptation and learning. Theoretically, this research extends the Social Media Engagement Framework of Panagiotopoulos et al into the traditional manufacturing context, emphasizing the multidimensional nature of engagement as communication, sensing, and value co-creation. Practically, the results offer insights for legacy industries on how to leverage digital platforms to maintain relevance, innovate communication processes, and build sustainable stakeholder relationships. Overall, this study demonstrates that even in low-engagement sectors, strategic and authentic social media use can transform brand identity and organizational responsiveness in the face of ongoing digital transformation.
Exploring Social Media Strategies For Enhancing Competitiveness In SMEs: A Case Study Of CV Wunggul Sejahtera Bersama Chamid, Abdul; Irawan, Wahyu Purno; Emmywati, Emmywati
PRAGMATIS Vol. 6 No. 2 (2025): September
Publisher : Faculty of Economic and Business Wijaya Kusuma Surabaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30742/pragmatis.v6i2.4973

Abstract

Small and Medium Enterprises (SMEs) are important contributors to the Indonesian economy, but many of them face challenges in maintaining competitiveness in the digital age. This study aims to explore how social media strategies can strengthen the competitiveness of SMEs by analyzing the case of CV Wunggul Sejahtera Bersama (WSB), a creative industry company in Surabaya. The approach used is qualitative with a single case study design. Data was collected through online observation, document analysis, and semi-structured interviews involving informants from internal parties (owners and marketing staff) and external parties (active followers of the company's social media). The data was analyzed using thematic analysis to identify patterns of digital engagement and effective communication strategies. The results of the study show that WSB's success in utilizing social media is influenced by perceptions of the usefulness and ease of use of technology, which encourages continuous innovation on platforms such as Instagram, Facebook, and TikTok. The integration of the Technology Acceptance Model (TAM) and the Resource-Based View (RBV) confirms that competitiveness stems not only from technological adoption, but also from creative abilities and the strategic utilization of internal resources.
Co-Authors Chamid, Abdul Emmywati