Optimizing Digital Marketing Communication Strategies: A Case Study of the @Indibiz.Yogyakarta Instagram Account in Attracting Consumer Interest
Abstract
This study examines the digital marketing communication strategy used by PT Telkom DIY's @indibiz.yogyakarta Instagram account to attract consumer interest. This research addresses a gap in understanding how Instagram-specific features such as hashtags, captions, and stories can be optimized to increase consumer engagement, especially in the local context of Yogyakarta. Using qualitative descriptive methods, data was collected through in-depth interviews and direct observation of the account's activity. This study uses the 4Ps (Product, Price, Place, Promotion) framework to evaluate the effectiveness of these strategies. The results showed that incorporating local cultural narratives into product promotions strengthened emotional connections with consumers. In addition, transparent pricing, ease of access online, and creative visual content positively influence purchasing decisions. Partnering with local micro-influencers and interactive campaigns, such as contests, also increases brand visibility and consumer loyalty. This research provides insights into optimizing digital marketing on Instagram, especially in markets that have cultural peculiarities.
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DOI: https://doi.org/10.12928/sylection.v4i1.18719
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