Evaluation of The Effectiveness of Instagram Social Media: A Case Study in Ringkai Indonesia

Abstract

Marketing using Instagram is becoming a popular marketing strategy for businesses today. Ringkai Indonesia, a small business that provides healthy snacks for children in Bandung, uses Instagram as its main digital marketing tool. However, Ringkai has a low number of Instagram account engagement and followers. This is a serious problem for Ringkai to be able to continue to compete in online sales. Therefore, the objectives of this study are first, to find the significant factors that influence social media engagement; second, to find the root cause of Ringkai's low social media engagement problem; third, to develop the right content marketing strategy. This research will explore the problem comprehensively through internal and external environmental analysis. The internal analysis consists of resource analysis and external analysis consisting of PESTEL, Porter Five Forces, competitor analysis, and customer analysis. Where customer analysis is explored by using a quantitative survey of 236 respondents. The results show that remunerative and relational content significantly affect. Therefore, the researcher proposes several strategies as a solution, namely developing a posting schedule, activating ads on Instagram, and creating remunerative and relational content as an effort to increase social media engagement on Ringkai's Instagram account. The implications of this research are for other business actors in the healthy snack industry for children to increase social media engagement on Instagram through Instagram marketing strategies.