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All Journal Dharmawangsa: International Journal of the Social Sciences, Education and Humanitis
Laksono, Prabowo Adi
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Humanities Education Social Sciences Other

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Strategic Planning and Digital Engagement: A Theoretical Analysis of Marketing Communication on Instagram (A Case Study of @setangkaiproject) Laksono, Prabowo Adi; Hariyanto, Fajar; Ramdhani, Muhamad
Dharmawangsa: International Journal of the Social Sciences, Education and Humanitis Vol 7, No 1 (2026): Social Sciences, Education and Humanities
Publisher : Universitas Dharmawangsa Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/ijsseh.v7i1.7999

Abstract

This study aims to explore the marketing communication strategy implemented by the photography service account @setangkaiproject through Instagram. Using a qualitative phenomenological approach based on Edmund Husserl's framework and analyzed through Planning Theory and the Circular Model of SoMe, this research reveals the strategic planning, implementation, and evaluation processes in digital marketing communication. Data were collected through in-depth interviews with account managers and thematic analysis of Instagram content. The findings indicate that @setangkaiproject's strategy is systematically organized, structured, and consistently implemented. Content planning is conducted through theme development, visual concepts, and color tones aligned with brand identity. Strategy implementation follows the four stages of the Circular Model of SoMe: Share, Optimize, Manage, and Engage. Evaluation based on Instagram insights is used to assess content effectiveness and adjust subsequent strategies. This study concludes that the designed communication strategy successfully supports the formation of a professional image and increases audience interaction and interest in @setangkaiproject's photography services.
Co-Authors Hariyanto, Fajar Ramdhani, Muhamad