STRATEGI PENGELOLAAN KONTEN INSTAGRAM PT JASAMARGA JALANLAYANG CIKAMPEK DALAM MENDUKUNG KOMUNIKASI DIGITAL PERUSAHAAN
DOI:
https://doi.org/10.23969/jp.v11i02.49373Keywords:
content strategy, instagram, digital communication, social media, engagementAbstract
This study seeks to examine the Instagram content management strategy employed by PT Jasamarga Jalanlayang Cikampek and to identify the types of content published as part of its digital communication strategy. The research adopts a descriptive qualitative approach, with data collected through observations, interviews, documentation, and literature reviews. Data analysis was conducted using the interactive model proposed by Miles, Huberman, and Saldaña. The findings indicate that the content is predominantly composed of traffic updates during extended holiday periods (52.7%), with an inconsistent posting frequency. Feed content generated the highest level of interaction (74.1%), whereas stories achieved the greatest reach (79.4%) and effectively engaged non-followers (77.9%). The utilization of reels remains minimal, thereby limiting their potential reach. Content planning is characterized by flexibility but lacks a consistent planner, and the multi-layered approval process constrains innovation and the speed of publication. Overall, while the strategy has been implemented, it is not yet optimal in terms of consistency, format variation, and audience growth.
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