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Muhammad Yusuf Ar
Universitas Fajar Makassar, Indonesia
Social Sciences

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A Strategy for Using Instagram as A Promotional Media for New Student Admissions Ima Soumena; H. Muh. Akbar; Muhammad Yusuf Ar
Journal La Sociale Vol. 7 No. 2 (2026): Journal La Sociale
Publisher : Borong Newinera Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37899/journal-la-sociale.v7i2.2571

Abstract

The background of this research is based on the importance of higher education institutions adapting to advancements in information technology, particularly social media, as effective communication channels to reach younger generations. The approach used is qualitative descriptive, with data collected through in-depth interviews with the admissions management, social media administrators, and students, as well as observations of promotional activities on the official Instagram account of the campus. The data analysis was conducted thematically to identify strategies, supporting factors, and obstacles in utilizing Instagram. The results indicate that STIKes Maluku Husada leverages Instagram through visual content such as posters, infographics, short videos, and interactive features like stories, reels, and live sessions to disseminate information about the new student admission process. Supporting factors for success include the high usage of Instagram among prospective students, visual content appeal, and active student participation in the promotional process. However, challenges such as inconsistent content, limited human resources, and underutilized paid promotion features (Instagram Ads) were also identified. The conclusion of this research suggests that Instagram has significant potential as a promotional media for higher education institutions like STIKes Maluku Husada. To improve its effectiveness, better social media management, enhanced content quality, and sustainable digital marketing strategies are necessary.
Mappacci Film Marketing Communication Strategy in Penetrating the National Film Industry Sunarti Sunarti; Yusmanizar Yusmanizar; Muhammad Yusuf Ar
Journal La Sociale Vol. 7 No. 3 (2026): Journal La Sociale
Publisher : Borong Newinera Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37899/journal-la-sociale.v7i3.2586

Abstract

This study aims to examine and analyze the marketing communication strategies of the film Mappacci, as well as to identify the supporting and inhibiting factors in its distribution process toward entering the national film industry. The research was conducted at PT 786 Production and Timur Picture. Data were collected through observation, interviews, and documentation studies, then analyzed to provide a comprehensive picture of the film’s marketing strategy. The study discusses how the film Mappacci managed to penetrate the national film industry despite the challenges faced by local films in competing with dominant national and international productions. The findings reveal that Mappacci implemented an Integrated Marketing Communication (IMC) approach by combining both online and offline communication channels. However, not all elements of the marketing mix (7P) were optimally utilized. Supporting factors for its success include the strength of local cultural narratives and strong community engagement, while inhibiting factors involve limited distribution networks, restricted market access, and constrained promotional capacity. This study concludes that the success of Mappacci cannot be separated from the implementation of an integrated marketing communication strategy. Nevertheless, further optimization of all marketing mix elements is required to achieve more sustainable competitiveness in the national film industry.
Co-Authors H. Muh. Akbar Ima Soumena Sunarti Sunarti Yusmanizar Yusmanizar