Implementasi optimalisasi strategi pemasaran digital pada live streaming akun Instagram Kelana Kids menggunakan HBR marketing strategy formulation framework

Sofia Khodijah (Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Padjadjaran)
Lina Auliana (Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Padjadjaran)
Tetty Herrawaty (Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Padjadjaran)
Cecep Safa’atul Barkah (Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Padjadjaran)

Journal of Management and Digital Business
Vol. 6 No. 2 (2026): Journal of Management and Digital Business

Engagement rate is a key indicator of success in digital marketing strategies, particularly on Instagram. This study aims to address the low engagement rate of the Kelana Kids Instagram account through the HBR Marketing Strategy Formulation Framework. The study adopts an action research approach. Data were collected through participatory observation, interviews, documentation, and analysis of viewer retention rate and engagement rate. Findings indicate that low audience engagement resulted from the absence of structured live streaming procedures and operational guidelines. The intervention involved developing a Live streaming Handbook, defining person-in-charge (PIC) roles, and implementing Trello as a coordination tool. The implementation showed an increase in engagement rate from 0.03% to 0.16%, alongside an average viewer retention rate improvement of 28.15% and enhanced team involvement in live streaming execution. These findings suggest that structured and interactive marketing strategies may enhance audience engagement. This study extends the application of the HBR Marketing Strategy Formulation Framework to digital live streaming strategies for social media–based SMEs.