Jurnal Komunikasi dan Bisnis

Vol. 12 No. 2 (2024): November
Articles

Optimization of PT Zhisheng Pacific Trading’s Digital Marketing Communication Strategy through Instagram Platform

PDF
  • Marselinus Michael Dendy Lesmono
Marselinus Michael Dendy Lesmono
Universitas Ciputra Surabaya
Bio
DOI: https://doi.org/10.46806/jkb.v12i2.1209

Published 2024-11-12

Keywords

  • digital marketing,
  • Instagram,
  • SMEs,
  • marketing communication,
  • consumer engagement,
  • social media,
  • instagram
    • ...More
    Less

How to Cite

Lesmono, M. M. D. (2024). Optimization of PT Zhisheng Pacific Trading’s Digital Marketing Communication Strategy through Instagram Platform. Jurnal Komunikasi Dan Bisnis, 12(2), 217–231. https://doi.org/10.46806/jkb.v12i2.1209

Copyright (c) 2024 Jurnal Komunikasi dan Bisnis

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Abstract

This research aims to explore the optimization of digital marketing communication strategies at PT Zhisheng Pacific Trading (MIXUE INDONESIA) through the Instagram platform in facing the era of the 4.0 and 5.0 industrial revolutions. The background of this study is based on the need for SMEs to adapt to changing consumer behaviors that increasingly rely on social media as a means of information and transactions. The research method employed is a descriptive qualitative approach, involving interviews with managers and employees of Mixue to gain an in-depth understanding of their digital marketing practices. The results indicate that effective use of Instagram significantly enhances brand visibility, consumer engagement, and product sales. Creative and interactive content, along with features such as Instagram Stories and paid advertisements, have proven capable of attracting the target audience's attention. The conclusion emphasizes that an integrated marketing communication strategy focused on sustained interaction with consumers through social media is crucial for business success in the digital era. This research provides guidance for SMEs to leverage social media's potential to enhance their competitiveness.

PDF

Downloads

Download data is not yet available.

References

  1. Adisty, T., & Nugroho, R. H. (2023). Optimization strategy of digital marketing as marketing media in bakery business. Jurnal Pengabdian Masyarakat, 2(1), 97-111. https://doi.org/10.30640/abdimas45.v2i1.1319
  2. Afrianti, U., Anshori, M. I., & Andriani, N. (2024). Digitalization of marketing through Instagram and Facebook Ads in enhancing the scale of SMEs: Systematic literature review. Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah, 9(1), 187-198. https://doi.org/10.30651/jms.v9i1.21058
  3. Diplomatsukses.com. (2023, March 6). Begini strategi bisnis Mixue yang merajalela di Indonesia. Diakses pada tanggal 5 November 2024, dari https://diplomatsukses.com/begini-strategi-bisnis-mixue-yang-merajalela-di-indonesia
  4. Dwijayanti, A., Komalasari, R., Harto, B., Pramesti, P., & Alfaridzi, M. W. (2023). Effectiveness of using social media as promotion and marketing tools for Anggi Screen Screen Printing MSMEs in the digital era. Jurnal IKRATH-ABDIMAS, 6(2), 1-6.
  5. Ekantoro, J., Roosinda, F. W., & Nabilah, F. A. (2023). Optimization of Mie Gacoan digital marketing through creative content copywriting on @mie.gacoan Instagram account. Jurnal Intelektual Administrasi Publik dan Ilmu Komunikasi, 10(1), 49.
  6. Febrian, A., & Ahluwalia, L. (2021). Investigating the antecedents of consumer brand engagement to luxury brands on social media. Indonesian Journal of Business and Entrepreneurship (IJBE), 7(3), 245.
  7. Febrian, A., Lina, L. F., Safitri, V. A. D., & Mulyanto, A. (2021). Pemasaran digital dengan memanfaatkan landing page pada perusahaan start-up. Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS), 4(3), 313–320.
  8. Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118–126.
  9. Halim, M., Wijaya, G. M., Sandi, S. P. H., & Hidayaty, D. E. (2023). Penerapan metode digital marketing pada Mixue Rengasdengklok. Madani: Jurnal Ilmiah Multidisiplin, 1(5).
  10. Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh influencer marketing sebagai strategi pemasaran digital era modern (sebuah studi literatur). Jurnal Eksekutif, 15(1), 133–146. https://doi.org/10.30996/jeksekutif.v15i1.172
  11. Herman. (2021). Jumlah UMKM Go Digital naik 99% selama pandemi. Investor.id. Diakses dari https://investor.id/macroeconomics/265652/jumlahnbspumkmnbspgo-digital-naik-99-selamapandemi
  12. Izaak, W. C., Denisya, F., Pratama, G. I., Nurdianty, F. D., & Prayoga, D. (2022). Optimization of digital marketing through Instagram as a marketing strategy for SME products in Medokan Semampir urban village, Surabaya city. KARYA UNGGUL: Jurnal Pengabdian Kepada Masyarakat, 1(2), E-ISSN: 2828-1829.
  13. Jurnalpost.com. (2023, November 6). Analisis strategi pemasaran Mixue. Diakses pada 5 November 2024, dari https://jurnalpost.com/analisis-strategi-pemasaran-mixue
  14. Moleong, L. J. (2011). Metodologi Penelitian Kualitatif: Edisi Revisi Cetakan Ke-29. Bandung: PT Remaja Rosdakarya.
  15. Osn.medcom.id. (2023, February 24). Mengenal strategi marketing Mixue. Diakses pada 5 November 2024, dari https://osn.medcom.id/mengenal-strategi-marketing-mixue
  16. Pramudyana, A., & Prabowo, B. (2023). Impact of digital marketing strategy implementation on Heypearl Store fashion business. JKB: Jurnal Kabar Masyarakat, 1(3), 73-80. https://doi.org/10.54066/jkb.v1i3.537
  17. Pratito, D. W., & AL, F. G. (2022). Marketing strategy using Instagram social media at Triyo Sport Store Semarang. SOLUSI: Jurnal Ilmiah Bidang Ilmu Ekonomi, 20(2), 180-186.
  18. Putri, S. S. (2022). Digital marketing as optimization of young entrepreneur marketing strategies "Clothing PRJBus" in increasing MSME business turnover. Jurnal Lugas, 6(2), 65-72.
  19. Rohmah, S., Bustamam, F., & Ahmad, M. (n.d.). Social media marketing: A literature study on modern digital marketing strategy. HAMKA Insight.
  20. Saldina, I., & Anjarsari, N. (2022). Implementation of digital marketing on Instagram in increasing marketing at Nak Mbarep Cake Shop in Kepatihan Tulungagung. Jurnal Mahasiswa Akuntansi UNITA, 2(2), 106.
  21. Sevedads.id. (n.d.). Sukses berkat kemitraan, intip strategi marketing Mixue!. Diakses pada 5 November 2024, dari https://sevenads.id/blogs/sukses-berkat-kemitraan-intip-strategi-marketing-mixue
  22. Sheth, J. N. (2018). How social media will impact marketing media. In Social Media Marketing: Emerging Concepts and Applications (pp. 3–18).
  23. Sugiyono. (2013). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D (Cetakan ke-17). Bandung: Alfabeta.
  24. Suvarna.id. (n.d.). 3 strategi marketing Mixue yang bisa diterapkan oleh brand. Diakses pada 5 November 2024, dari https://suvarna.id/3-strategi-marketing-mixue-yang-bisa-diterapkan-oleh-brand
  25. Visual.republika.co.id. (2023, January 8). Mengenal strategi marketing es krim Mixue atau Mixue-isasi. Diakses pada 5 November 2024, dari https://visual.republika.co.id/mengenal-strategi-marketing-es-krim-mixue-atau-mixue-isasi
  26. Wati, A. P., Martha, J. A., & Indrawati, A. (2020). Digital marketing. Edulitera.