DEVELOPING PASMA INSTAGRAM CONTENT STRATEGY

• Main Author: Ghaisani, Fitria
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/48910
• Institution: Institut Teknologi Bandung

Indonesia, as the highest populated country in ASEAN with a high percentage of organic waste, influences several companies to move to create green manufacturing that becomes more environmentally friendly. Nowadays, most of all green manufacturing businesses have switched from offline to online marketing, especially on social media such as Instagram. Instagram's role is very significant in building a business brand starting from forming a brand image, sharing company values through content, building relationships and interactions with consumers, and leading to sales. PASMA is a green manufacturing brand in Bandung that has problems related to improving performance on Instagram. PASMA has constraints on the reachability of audiences and engagement level of followers on Instagram. The number of viewers on Instagram Story, number of likes, and comments continuously decrease over time. To be able to compete in the green manufacturing business, the right marketing strategy for Instagram is needed. Based on that situation, the purpose of this study is to assess and evaluate the performance of PASMA Instagram to gain insight into the development of attractive PASMA Instagram content. This study was utilized internal analysis used the analysis of PASMA Company and Quantitative Content Analysis using Instagram insight analysis and Bakerspace of @pasma.eco and external analysis used PESTLE and Five Forces Porter's analysis with the use of social media in the PASMA business, then formulated some recommendation strategy based on SWOT analysis of PASMA. Based on the result of the study, some improvements must be made. The Instagram of PASMA Company has a deficient engagement level with followers on Instagram. To be able to improve it, it must start with enhancing an attractive marketing content strategy that is shared through feeds and stories and also influencer marketing that is in line with the target market. Marketing content must be suitable for the interests of its target audiences. If this works, it will be easier to improve business performance on Instagram. Attractive content on Instagram is important to drive PASMA to increase high engagement on its Instagram and keep the audience back. It thus makes PASMA Instagram effective in securing the value sent to prospective buyers and increasing the number of PASMA customers. In PASMA Instagram content improving the strategy, the process requires very high resources and dedication. Where PASMA has an issue with its social media, where there is bad content with PASMA Instagram during the business continuity process. It is very small to trigger interactions that involve followers, likes, reviews, participation, saves, shares. Yet PASMA knows it will conquer these challenges and it can resolve the issue seriously. Therefore there are several strategies that PASMA can do to develop its Instagram content that develops PASMA knowledge in the green industry, develops PASMA digital marketing skills, develops PASMA Instagram activity, develops PASMA Instagram audience accessibility, and develops Instagram post-consistency that costs Rp 1,436,200 for August 2020 until July 2021 to allocate the PASMA budget.