Instagram Content Management Strategy as a Digital Marketing Tool for Startups (Case Study: @Habiskerjacom)

Al Munawaroh, Madaniyyah (2025) Instagram Content Management Strategy as a Digital Marketing Tool for Startups (Case Study: @Habiskerjacom). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Di era digital, media sosial, terutama Instagram, menjadi alat utama dalam pemasaran digital. Dengan 104,8 juta pengguna di Indonesia (Statista, 2024), Instagram memiliki potensi besar dalam meningkatkan keterlibatan audiens. Namun, Habiskerja menghadapi tantangan dalam strategi kontennya, terutama dengan penurunan anggaran iklan dan kurangnya KPI yang terstruktur, sehingga diperlukan strategi yang lebih efektif untuk meningkatkan engagement.Penelitian ini menggunakan metode Delphi untuk menganalisis strategi pengelolaan konten Instagram @Habiskerjacom. Data dikumpulkan melalui studi literatur, kuesioner, dan wawancara panelis ahli. Analisis menggunakan median, standar deviasi (SD ≤ 2), dan interquartile range (IQR ≤ 2) guna mencapai konsensus strategi pemasaran digital yang efektif dalam meningkatkan engagement rate. Hasil evaluasi 12 indikator strategi konten Instagram Habiskerja menunjukkan bahwa relevansi konten (X2), CTA yang jelas (X4), dan penggunaan iklan (X8) mendapat kesepakatan tinggi, sementara audio trending (X5), fitur Q&A (X10), dan referral code (X11) dianggap kurang efektif dan berpotensi dieliminasi. Panelis eksternal menyoroti keunggulan produk digital berkualitas, perlunya quality control materi, serta strategi konten Instagram yang lebih variatif untuk mempertahankan engagement audiens lama.Penelitian ini menyimpulkan bahwa strategi konten Instagram Habiskerja yang efektif mencakup relevansi konten (X2), konsistensi posting (X3), dan pemanfaatan fitur interaktif (X4, X7, X8). CTA yang jelas (X4) dan integrasi konten organik-berbayar (X8) terbukti meningkatkan engagement. Disarankan pengoptimalan KPI berbasis data, evaluasi strategi konten, serta eksplorasi platform digital lain untuk pemasaran.
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In the digital era, social media, particularly Instagram, has become a primary tool in digital marketing. With 104.8 million users in Indonesia (Statista, 2024), Instagram holds significant potential for increasing audience engagement. However, Habiskerja faces challenges in its content strategy, particularly due to decreasing advertising budgets and the absence of structured KPIs, necessitating more effective strategies to enhance engagement. This study employs the Delphi method to analyze the Instagram content management strategy of @Habiskerjacom. Data were collected through literature reviews, questionnaires, and expert panel interviews. The analysis was conducted using median, standard deviation (SD ≤ 2), and interquartile range (IQR ≤ 2) to reach a consensus on an effective digital marketing strategy to improve engagement rates. The evaluation of 12 content strategy indicators for Instagram at Habiskerja reveals that content relevance (X2), clear Call-To-Action (CTA) (X4), and paid advertisements (X8) received high agreement among panelists. Conversely, trending audio (X5), the Q&A feature (X10), and referral codes (X11) were considered less effective and are potential candidates for elimination. External panelists highlighted high-quality digital products, the need for stricter quality control, and a more diverse Instagram content strategy to maintain long-term audience engagement. This study concludes that an effective Instagram content strategy for Habiskerja includes content relevance (X2), consistent posting (X3), and the utilization of interactive features (X4, X7, X8). A clear CTA (X4) and the integration of organic and paid content (X8) have been proven to enhance engagement. It is recommended that data-driven KPI optimization, content strategy evaluation, and the exploration of other digital marketing platforms be implemented for further improvements.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Instagram, Metode Delphi, Pemasaran Digital, Strategi Konten, Tingkat Keterlibatan, Keywords: Content Strategy, Delphi Method, Digital Marketing, Engagement Rate, Instagram.
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Madaniyyah Al Munawaroh
Date Deposited:	22 Jul 2025 08:14
Last Modified:	22 Jul 2025 08:14
URI:	http://repository.its.ac.id/id/eprint/120597

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