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All Journal Mutiara: Jurnal Penelitian dan Karya Ilmiah Jurnal Inovasi Bisnis Manajemen dan Akuntansi
Muhammad Syihabbudin
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Other

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Evaluasi Strategi Konten Digital Berdasarkan Kinerja Media Sosial Platform Instagram dan Tiktok Februrita Mia Nur Yulia; Muhammad Syihabbudin
Mutiara : Jurnal Penelitian dan Karya Ilmiah Vol. 4 No. 1 (2026): Februari : Mutiara : Jurnal Penelitian dan Karya Ilmiah
Publisher : STAI YPIQ BAUBAU, SULAWESI TENGGARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59059/mutiara.v4i1.2901

Abstract

This study aims to evaluate the digital content strategies implemented by Company XY, an MSME in the automotive spare parts sector, on Instagram and TikTok platforms, and to analyze the performance of both platforms in terms of reach and audience response. A qualitative case study approach was employed, with data collection techniques including observation, documentation, and interviews with the marketing team and account visitors. The analysis was conducted by referring to digital content strategy elements, social media performance indicators (4C), and the Uses and Gratifications Theory. The results indicate that the implementation of a structured content strategy significantly enhanced social media performance. Entertainment and humor-based content using a soft-selling approach was identified as the most effective format, contributing 75.5% of the total overall metrics. TikTok played an optimal role in reaching new B2C (Business to Consumer) audiences through the FYP (For Your Page) algorithm, while Instagram excelled in building brand credibility and maintaining B2B (Business to Business) customer loyalty through educational product content. Despite the increase in reach, the effectiveness of conversion through vouchers and discounts remained low. Therefore, optimization of incentive strategies and the recruitment of dedicated digital marketing staff are required to enhance interaction and sales volume.
Analisis Strategi Pemasaran Media Sosial Usaha Jasa Percetakan CV. Mitra Abadi Sablon Solo Suparwanto, Danang; Muhammad Syihabbudin
Jurnal Inovasi Bisnis Manajemen dan Akuntansi Vol. 4 No. 1 (2026): JIBMA : Jurnal Inovasi Bisnis Manajemen dan Akuntansi
Publisher : PT. Karya Inovatif Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65255/jibma.v4i1.276

Abstract

This study aims to analyze the marketing strategy of CV. Mitra Abadi Sablon, a printing service company focusing on plastic cup screen printing in Surakarta City. The research employs a case study method with a descriptive qualitative approach. The main data sources consist of promotional activities, in-depth interviews with the business owner, and relevant literature. Data analysis is conducted using the Miles and Huberman model, which includes data reduction, data display, conclusion drawing, and verification. The findings indicate that the marketing strategy emphasizes product customization based on customer demand, flexible pricing with wholesale schemes for large orders, promotion through word-of-mouth recommendations, and service-oriented distribution. Several challenges are identified, including price competition with large-scale printing platforms, fluctuations in raw material prices, and inconsistent digital promotion activities. This study recommends improving professionalism in digital marketing management, strengthening customer and feedback management, enhancing price transparency, and increasing operational capacity in order to maintain and improve the company’s competitive advantage.
Co-Authors Februrita Mia Nur Yulia Suparwanto, Danang