STRATEGI DIGITAL MARKETING COMMUNICATION MELALUI INSTAGRAM PADA UMKM ES TEH ANAK KENDARI
Keywords:
Digital Marketing Communication, Instagram, Umkm, Strategi Pemasaran, EngagementAbstract
Penelitian ini bertujuan untuk menganalisis pemanfaatan Instagram sebagai media digital marketing communication dalam meningkatkan penjualan pada UMKM Es Teh Anak Kendari. Perkembangan teknologi digital mendorong pelaku usaha untuk mengoptimalkan media sosial sebagai sarana promosi yang interaktif dan efektif. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara mendalam, observasi, dan dokumentasi. Subjek penelitian terdiri atas pengelola usaha dan pelanggan yang dipilih secara purposive. Analisis data dilakukan menggunakan model interaktif melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa pemanfaatan Instagram dilakukan melalui strategi berbasis The Circular Model of SOME yang meliputi Share, Optimize, Manage, dan Engage. Strategi tersebut diwujudkan melalui pembuatan konten visual yang menarik, penggunaan fitur Instagram Business, kolaborasi dengan influencer lokal, serta interaksi aktif dengan konsumen. Temuan penelitian menunjukkan bahwa Instagram tidak hanya berfungsi sebagai media promosi, tetapi juga sebagai sarana membangun engagement dan loyalitas pelanggan. Penelitian ini memberikan kontribusi dalam pengembangan strategi digital marketing communication berbasis media sosial pada sektor UMKM.
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