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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Putri, Salsabila Rihardi Adali
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Decision Sciences, Operations Research & Management

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Instagram Optimization as A Marketing Tool and Strengthening Relationships with Customers Putri, Salsabila Rihardi Adali; Prabandari, Sri Palupi
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.11

Abstract

Purpose – This study aims to develop a business strategy for PT Galari Promosindo Prima to strengthen its strategic position and enhance competitiveness in Indonesia’s event organizer industry amid increasing competition and rapid digital transformation.     Design/methodology/approach –  This study adopts a descriptive qualitative approach. Data were collected through interviews, observations, and documentation. The analysis was conducted using Social Media Optimization (SMO) to assess internal and external conditions, SWOT analysis and SWOT matrix to generate strategic alternatives, and stakeholder alignment analysis to determine the most appropriate strategic direction.   Findings – The results indicate that Social Media Optimization (SMO) is the most suitable strategy for PT Galari Promosindo Prima under current conditions. The proposed strategy focuses on strengthening social media presence through structured content planning, improving visual branding on Instagram, monitoring performance, and utilizing Instagram analytics tools to optimize digital marketing effectiveness.   Originality/value – This study offers originality by integrating Social Media Optimization (SMO), SWOT analysis, and stakeholder alignment into a unified framework for strategic decision-making in the Event Organizer sector. The findings provide practical, context-specific recommendations that enhance digital marketing performance and support strategic business growth.
Co-Authors Sri Palupi Prabandari