Memaksimalkan Dampak Media Sosial dalam Pemasaran Digital: Strategi Instagram yang Efektif untuk Merek
DOI:
https://doi.org/10.35870/jemsi.v11i3.4233Keywords:
Instagram, Digital Marketing, Social Media Marketing, Brand Strategy, EngagementAbstract
Instagram has emerged as a crucial tool for social media marketing, as it enables businesses to connect with their target audience in the contemporary digital landscape. This study examines the most effective strategies businesses have employed to enhance audience engagement and growth on Instagram. A qualitative technique was employed to assess the strategies implemented by 22 leading digital marketing companies in the Madura market, drawing on insights from specialists inside these agencies. The data indicate that the majority of marketing experts consider Instagram to be the essential medium for communication and marketing tactics. This underscores Instagram's efficacy in social media marketing efforts and its pivotal role in corporate marketing strategies. Nonetheless, despite the favorable rating, several experts expressed their dissatisfaction with certain characteristics, including navigation, limited visibility, high costs relative to outcomes, ad fatigue, and a narrow emphasis on the business-to-business sector. Conversely, Instagram is esteemed for its ability to engage stakeholders and achieve operational objectives. This overview underscores the importance of a planned and comprehensive approach on Instagram, focusing on innovation, audience engagement, and the quality of shared content.
Downloads
References
Al-Shamaileh, O., & Sutcliffe, A. (2023). Why people choose Apps: An evaluation of the ecology and user experience of mobile applications. International Journal of Human-Computer Studies, 170, 102965.
Al-Sous, N., Almajali, D., & Alsokkar, A. (2023). Antecedents of social media influencers on customer purchase intention: Empirical study in Jordan. International Journal of Data & Network Science, 7(1).
Badran, S., Massoud, M. A., Stephan, R., Elbassuonı, S., Chalak, A., & Abıad, M. G. (2025). Opportunities for circular economy in waste reuse: Insights from social media data mining. Resources, Conservation and Recycling, 215, 108100. https://doi.org/10.1016/j.resconrec.2024.108100.
Bigné, E., Ruiz-Mafé, C., & Badenes-Rocha, A. (2023). The influence of negative emotions on brand trust and intention to share cause-related posts: A neuroscientific study. Journal of Business Research, 157, 113628. https://doi.org/10.1016/j.jbusres.2022.113628.
Checchinato, F., Finotto, V., & Mauracher, C. (2024). Exploring the online presence of food SMEs: A study on configurations and determinants in the north-east of Italy. Cogent Business and Management, 11(1), 2398190. https://doi.org/10.1080/23311975.2024.2398190.
Chotisarn, N., & Phuthong, T. (2025). Mapping the landscape of marketing technology: Trends, theories and trajectories in ecosystem research. Cogent Business and Management, 12(1), 2448608. https://doi.org/10.1080/23311975.2024.2448608.
Danatzis, I., Möller-Herm, J., & Herm, S. (2024). Curbing customer-to-customer misbehavior contagion in the sharing economy. Journal of Business Research, 173, 114460. https://doi.org/10.1016/j.jbusres.2023.114460.
Gómez, S., Patraca, B., & Molina, J. L. (2023). Improving seafood systems with social network analysis: The case of cuttlefish marketing in Catalonia. Marine Policy, 150, 105517. https://doi.org/10.1016/j.marpol.2023.105517.
Hall, C. M., & Ram, Y. (2020). Protecting privacy in tourism – A perspective article. Tourism Review, 75(1), 76–80. https://doi.org/10.1108/TR-09-2019-0398.
Happonen, A., Manninen, L., Hirvimäki, M., & Nolte, A. (2022). Expectations for young job applicants’ digital identity related to company’s social media brand development strategies. Small Enterprise Research, 29(2), 87–108. https://doi.org/10.1080/13215906.2021.2000482.
Härting, R., Kaim, R., Fleischer, L., & Sprengel, A. (2021). Potentials of digital business models in tourism—Qualitative study with German experts. In Advances in Intelligent Systems and Computing (Vol. 1184, pp. 119–126). https://doi.org/10.1007/978-981-15-5859-7_11.
Ibrahim, A., Bani-Issa, W., AlMarzouqi, A., Al-awar, S., Ibrahim, S., Ibrahim, A., Ibrahim, H., Khalil, H., & Abdelrahim, D. N. (2025). The influence of social media food marketing on body mass index among college students: Public health and media perspectives. Frontiers in Communication, 10. https://doi.org/10.3389/fcomm.2025.1525927.
Istanbulluoglu, D., & Sakman, E. (2024). Successful complaint handling on social media predicts increased repurchase intention: The roles of trust in company and propensity to trust. European Management Journal, 42(1), 11–22. https://doi.org/10.1016/j.emj.2022.06.004.
Karsono, L. D. P., & Azzarqo, K. (2023). Utilisasi UMKM Kreatif Melalui Product Branding Pada Era Society 5.0. Madaniya, 4(1), 68-88.
Keller, A. (2023). Sustainability 3.0 in libraries: A challenge for management. Publications, 11(1). https://doi.org/10.3390/publications11010006.
Krupa, M., Boominathan, P., Sebastian, S., & Raman, P. V. (2024). Joint engagement in mother-child dyads of autistic and non-autistic children among Asian Indian Tamil speaking families. Journal of Autism and Developmental Disorders, 54(9), 3436–3448. https://doi.org/10.1007/s10803-023-06062-y.
Llorente, C., & Revuelta, G. (2023). Models of teaching science communication. Sustainability (Switzerland), 15(6). https://doi.org/10.3390/su15065172.
Melnychuk, H. A., Arasli, H., & Nevzat, R. (2024). How to engage and attract virtual influencers’ followers: A new non-human approach in the age of influencer marketing. Marketing Intelligence and Planning, 42(3), 393–417. https://doi.org/10.1108/MIP-06-2023-0251.
Mohapatra, S., & Roy, R. (2024). Iro Iro – Should the brand go circular B2B or B2C way? Emerald Emerging Markets Case Studies, 14(2), 1–19. https://doi.org/10.1108/EEMCS-12-2023-0484.
Nascimbeni, F., & Burgos, D. (2019). Unveiling the relationship between the use of open educational resources and the adoption of open teaching practices in higher education. Sustainability (Switzerland), 11(20). https://doi.org/10.3390/su11205637.
Nguyen, H. (2022). Firm equity risk, bank lending standards, and the macroeconomy. Cogent Economics and Finance, 10(1). https://doi.org/10.1080/23322039.2022.2030505.
Nguyen, T. H. (2024). Cooperation between universities and businesses in developing human resources to participate in the digital economy. Journal of the Knowledge Economy, 15(2), 5230–5249. https://doi.org/10.1007/s13132-023-01357-y.
Olazo, D. B. (2023). Marketing competency, marketing innovation and sustainable competitive advantage of small and medium enterprises (SMEs): A mixed-method analysis. Asia Pacific Journal of Marketing and Logistics, 35(4), 890–907. https://doi.org/10.1108/APJML-01-2022-0050.
Parmelee, J. H., Perkins, S. C., & Beasley, B. (2023). Personalization of politicians on Instagram: What Generation Z wants to see in political posts. Information Communication and Society, 26(9), 1773–1788. https://doi.org/10.1080/1369118X.2022.2027500.
Patel, A., Wilson, C. A., Davidson, J., Lam, J. Y., & Seemann, N. M. (2024). A social media blueprint – Understanding what makes the optimal social media account for paediatric surgical families. Journal of Pediatric Surgery, 59(5), 768–773. https://doi.org/10.1016/j.jpedsurg.2024.01.031.
Rahman, F. (2024). Model multidimensional kinerja bisnis dengan integrasi spiritualitas dan literasi keuangan dimediasi komitmen pengembalian pinjaman dan dimoderasi inovasi bisnis UMK se-Kabupaten Pamekasan (Doctoral dissertation, Universitas Negeri Malang).
Rahman, F., & Wafi, A. (2024). Pengaruh pembiayaan murabahah terhadap profitabilitas (ROA) Sibisa Al-Khairat Pamekasan. Currency: Jurnal Ekonomi Dan Perbankan Syariah, 1(2), 113–124. https://doi.org/10.32806/5y2s8989.
Rahman, F., Maulidiyah, N., & Maysyaroh, S. (2022). DEPOSITO BERHADIAH WIN SOLUTION DI MASA PANDEMI PADA BPRS SARANA PRIMA MANDIRI PAMEKASAN. Jurnal Ngejha, 1(2), 154-164.
Rahman, F., Sudarmiatin, S., & Hermawan, A. (2023). Marketing digitalization in micro, small, and medium enterprises (MSMEs) of Pamekasan Regency in post-pandemic. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 6, 154–167. https://doi.org/10.31538/iijse.v6i1.1916.
Rahman, F., Tohari, T., & Ashari, A. (2020). Pengaruh pengetahuan akad mudharabah terhadap keputusan anggota untuk menabung di BMT Mawaddah Cabang Pakong Pamekasan. Investi: Jurnal Ekonomi Dan Perbankan, 1(2), 97–106. https://doi.org/10.32806/ivi.v1i2.85.
Riskiyadi, M. (2023). Detecting future financial statement fraud using a machine learning model in Indonesia: A comparative study. Asian Review of Accounting. https://doi.org/10.1108/ARA-02-2023-0062.
Roberts, J. A., & David, M. E. (2023). Instagram and TikTok flow states and their association with psychological well-being. Cyberpsychology, Behavior, and Social Networking, 26(2), 80–89. https://doi.org/10.1089/cyber.2022.0117.
Saura, J. R., Palacios-Marqués, D., & Ribeiro-Soriano, D. (2023). Leveraging SMEs technologies adoption in the COVID-19 pandemic: A case study on Twitter-based user-generated content. Journal of Technology Transfer, 48(5), 1696–1722. https://doi.org/10.1007/s10961-023-10023-z.
Si, S., Chen, H., Liu, W., & Yan, Y. (2021). Disruptive innovation, business model and sharing economy: The bike-sharing cases in China. Management Decision, 59(11), 2674–2692. https://doi.org/10.1108/MD-06-2019-0818.
Suyanto, B., Sugihartati, R., Egalita, N., Mas’udah, S., Singgih, D. S., & Sudarso, (2023). Digital literacy and survival mechanism of micro-small enterprises in practicing sharing economy. Cogent Social Sciences, 9(2). https://doi.org/10.1080/23311886.2023.2245691.
Syed, T. A., Mehmood, F., & Qaiser, T. (2023). Brand-SMI collaboration in influencer marketing campaigns: A transaction cost economics perspective. Technological Forecasting and Social Change, 192. https://doi.org/10.1016/j.techfore.2023.122580.
Tandoc, E. C., Tan Hui Ru, B., Lee Huei, G., Min Qi Charlyn, Ng, C., Chua, R. A., & Goh, Z. H. (2024). #CancelCulture: Examining definitions and motivations. New Media and Society, 26(4), 1944–1962. https://doi.org/10.1177/14614448221077977.
Trivedi, T. M. (2023). Rising home bakers in India: Leveraging online platforms for sales and marketing. Emerald Emerging Markets Case Studies, 13(4), 1–17. https://doi.org/10.1108/EEMCS-06-2023-0207.
Tweedie, J. (2023). If critique is unsustainable, what is left? A commentary on Bigoni and Mohammed. Critical Perspectives on Accounting, 97. https://doi.org/10.1016/j.cpa.2023.102597.
Yoo, J. J. (2023). Visual strategies of luxury and fast fashion brands on Instagram and their effects on user engagement. Journal of Retailing and Consumer Services, 75. https://doi.org/10.1016/j.jretconser.2023.103517.
Yoon, H. J., Huang, Y., & Yim, M. Y. C. (2023). Native advertising relevance effects and the moderating role of attitudes toward social networking sites. Journal of Research in Interactive Marketing, 17(2), 215–231. https://doi.org/10.1108/JRIM-07-2021-0185.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Fadali Rahman, Achmad Tzauri, Khoiruddin, Ferry Pradana
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
