Analisis Strategi Digital Branding Dalam Konten Media Sosial Terhadap Peningkatan Dampak Dan Jangkauan Pada Badan Pusat Statistik Kota Palu
Article Metrics
Abstract view : 553 timesAbstract
This research aims to analyze digital branding strategies in the social media content of the Palu City Central Statistics Agency (BPS) and its impact on increasing public reach and interaction. The research method used is qualitative with a descriptive approach with data collection techniques through observation, in-depth interviews, and analysis of BPS Palu City social media content. Apart from using the method above, the researcher used library research and field research to complete this paper, so that it can be justified theoretically. There were 5 informants for this research. The research results show that an effective digital branding strategy includes the use of attractive visuals, consistency in message delivery, and active engagement with the audience. The increase in public reach and interaction can be seen from the increasing number of followers, likes, comments and shares on BPS Palu City social media content. This research concludes that a planned and targeted digital branding strategy can increase public awareness of the statistical information provided by BPS, as well as expand the reach of this information to the wider community.
References
[2] E. Rombe and S. Hadi, “The impact of supply chain capability and supply chain performance on marketing performance of retail sectors,” Uncertain Supply Chain Manag., vol. 10, no. 2, pp. 593–600, 2022, doi: 10.5267/j.uscm.2021.11.005.
[3] F. Zahra, M. I. Abdullah, M. Din, H. Thahir, H. Harun, and J. K. Ali, “The role of e-purchasing in government procurement fraud reduction through expanding market access,” Int. J. Data Netw. Sci., vol. 6, no. 1, pp. 179–184, 2021, doi: 10.5267/J.IJDNS.2021.9.010.
[4] R. Rosady, “Manajemen Public Relations & Media Komunikasi,” Jakarta: RajaGrafindo Persada, 2006.
[5] Muzakir, S. Bachri, R. P. Adam, and Wahyuningsih, “The analysis of forming dimensions of e-service quality for online travel services,” Int. J. Data Netw. Sci., vol. 5, no. 3, pp. 239–244, 2021, doi: 10.5267/j.ijdns.2021.6.010.
[6] Z. Zahara, M. Muslimin, and P. C. D. Buntuang, “The impact of marketing innovations and business plans on business sustainability during the COVID-19 pandemic,” Innov. Mark., vol. 18, no. 3, pp. 121–135, 2022, doi: 10.21511/im.18(3).2022.11.
[7] N. de Matos, M. B. Correia, J. R. Saura, A. Reyes-Menendez, and N. Baptista, “Marketing in the public sector-benefits and barriers: A bibliometric study from 1931 to 2020,” Soc. Sci., vol. 9, no. 10, 2020, doi: 10.3390/SOCSCI9100168.
[8] Z. Zahara, E. Rombe, N. Ngatimun, and J. Suharsono, “The effect of e-service quality, consumer trust and social media marketing on intention to use online transportation services,” Int. J. Data Netw. Sci., vol. 5, no. 3, pp. 471–478, 2021, doi: 10.5267/j.ijdns.2021.4.001.
[9] R. P. Adam, Suardi, and M. Lahay, “Pricing strategy and marketing distribution channels on customer satisfaction and purchasing decision for green products,” Uncertain Supply Chain Manag., vol. 11, no. 4, pp. 1467–1476, 2023, doi: 10.5267/j.uscm.2023.7.022.
[10] U. Yunus, Digital Branding Teori Dan Praktek. Bandung: Simbiosa Rekatama Media, 2021.
[11] S. Suparman, M. Muzakir, W. Wahyuningsih, P. Tope, and P. Ponirin, “Promoting tourism governance and supply chain management in the competitiveness of tourism sector,” Uncertain Supply Chain Manag., vol. 11, no. 3, pp. 1247–1256, 2023, doi: 10.5267/j.uscm.2023.3.023.
[12] L. J. Molelong, Metode Penelitian Kualitatif. Bandung: Remaja Rosdakarya, 2017.
[13] M. Sutomo, “Citra Hotel Berbintang di Daerah Istimewa Yogyakarta,” BISMA J. Bisnis dan Manaj., vol. 5, no. 1, pp. 17–28, 2011.
[14] A. Fadjar, S. Hartini, and W. S. Astuti, “Instagram Usage Behavior: Does It Aim to Look More Attractive?,” Qual. - Access to Success, vol. 23, no. 190, pp. 226–232, 2022, doi: 10.47750/qas/23.190.24.
[15] Z. Zahara, Ikhsan, I. N. Santi, and Farid, “Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery,” Cogent Bus. Manag., vol. 10, no. 2, 2023, doi: 10.1080/23311975.2023.2204592.
[16] M. Sutomo, Wahyuningsih, muslimin, Mangun Nudiatulhuda, E. Rombe, and F. Vitayanti, “Manajemen Pembangunan: Strategi Efektif untuk,” vol. 10, no. 2, pp. 237–250, 2024, doi: 10.31289/jkbm.v10i2.11850.
[17] S. Bachri, H. Monoarfa, and I. N. Santi, “Kerajinan Kayu Ebony di Sulawesi Tengah,” no. 66, pp. 299–303, 2015.
Copyright (c) 2024 Fajar Surya Alamsyah, Maskuri Sutomo, Zakiyah Zahara, Muh. Riswandi Palawa
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International.
Penulis yang mempublikasikan naskahnya pada Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien) menyetujui ketentuan berikut:
Hak cipta atas artikel apapun dalam Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien) dipegang penuh oleh penulisnya di bawah lisensi Creative Commons Attribution 4.0 International. dengan beberapa ketentuan sebagai berikut:
"Penulis dapat memasukan tulisan secara terpisah, mengatur distribusi non-ekskulif dari naskah yang telah terbit di jurnal ini ke dalam versi yang lain (misal: dikirim ke respository institusi penulis, publikasi ke dalam buku, dll), dengan mengakui bahwa naskah telah terbit pertama kali pada jamien."
"Pembaca diperbolehkan mengunduh, menggunakan, dan mengadopsi isi artikel selama mengutip artikel dengan menyebutkan judul, penulis, dan nama jurnal ini. Pengutipan tersebut dilakukan demi kemajuan ilmu pengetahuan dan kemanusiaan serta tidak boleh melanggar hukum yang berlaku."
.png)
