OPTIMALISASI MANAJEMEN PEMASARAN JASA PENDIDIKAN MELALUI INSTAGRAM PADA PROGRAM STUDI D4 MICE POLITEKNIK NEGERI MEDAN

Abstract

This study aims to analyze the optimization of education service marketing management through Instagram in the D4 Meeting, Incentive, Convention, and Exhibition (MICE) Study Program at Politeknik Negeri Medan. The background of this research is based on the increasing importance of social media utilization in supporting higher education marketing strategies in the era of digital transformation. Instagram was selected due to its visual, interactive features and wide reach, which are highly suitable for promoting vocational study programs.This research employs a descriptive qualitative approach using a case study method. Data were collected through observation, interviews, documentation, and literature review. Data analysis was conducted through data reduction, data display, and conclusion drawing. The focus of the study is the condition of Instagram management before and after optimization through content planning, content calendar development, content categorization, and the utilization of Instagram features such as reels, stories, feeds, and highlights.The results indicate that prior to optimization, Instagram management was unstructured, posting frequency was inconsistent, and feature utilization was limited. After optimization, there was a significant improvement in content quality, posting consistency, user engagement, and strengthening of the study program’s branding. Instagram also proved to support the implementation of the education service marketing mix (7P), including product, price, place, promotion, people, process, and physical evidence.In conclusion, the optimization of marketing management through Instagram has a positive impact on communication effectiveness, engagement enhancement, and brand image strengthening of the D4 MICE Study Program. Instagram serves as a strategic platform for supporting education service marketing in a competitive digital era.

Keywords: Instagram, education marketing, digital marketing, branding, MICE