Evaluasi Strategi Konten Digital Berdasarkan Kinerja Media Sosial Platform Instagram dan Tiktok

Februrita Mia Nur Yulia; Muhammad Syihabbudin

doi:10.59059/mutiara.v4i1.2901

Authors

Februrita Mia Nur Yulia Sekolah Tinggi Ilmu Ekonomi Surakarta
Muhammad Syihabbudin Sekolah Tinggi Ilmu Ekonomi Surakarta

DOI:

https://doi.org/10.59059/mutiara.v4i1.2901

Keywords:

Automotive Spare Parts, Digital Content Strategy, Instagram, Social Media Performance, TikTok

Abstract

This study aims to evaluate the digital content strategies implemented by Company XY, an MSME in the automotive spare parts sector, on Instagram and TikTok platforms, and to analyze the performance of both platforms in terms of reach and audience response. A qualitative case study approach was employed, with data collection techniques including observation, documentation, and interviews with the marketing team and account visitors. The analysis was conducted by referring to digital content strategy elements, social media performance indicators (4C), and the Uses and Gratifications Theory. The results indicate that the implementation of a structured content strategy significantly enhanced social media performance. Entertainment and humor-based content using a soft-selling approach was identified as the most effective format, contributing 75.5% of the total overall metrics. TikTok played an optimal role in reaching new B2C (Business to Consumer) audiences through the FYP (For Your Page) algorithm, while Instagram excelled in building brand credibility and maintaining B2B (Business to Business) customer loyalty through educational product content. Despite the increase in reach, the effectiveness of conversion through vouchers and discounts remained low. Therefore, optimization of incentive strategies and the recruitment of dedicated digital marketing staff are required to enhance interaction and sales volume.

References

Anita, & Ade, H. (2023). Analisis pemanfaatan media sosial Instagram terhadap respons masyarakat pengguna layanan informasi Direktorat Jenderal Pajak. Journal of Business Administration Economic & Entrepreneurship, 5(2), 122–123.

Fauziah, A. A., Syufi, S. N., & H. F. (2025). Membangun kewirausahaan melalui digital marketing Bogor. Jurnal Sains Manajemen, 4, 74–82. https://doi.org/10.56406/jsm.v4i1.683

Ghina Tsabitah, M. O., & Takarini, N. (2024). Strategi optimalisasi konten kreator pada media: TikTok dan Instagram pada perusahaan Dream.Co.Id. EKBIS (Ekonomi & Bisnis), 12(2), 242–246. https://doi.org/10.56689/ekbis.v12i2.1498

Indiarto, R., Subroto, E., Fedryansyah, M., & Al Adawiah, R. (2025). Peningkatan daya saing UMKM kue berbasis inovasi digital dalam pemasaran. JMM (Jurnal Masyarakat Mandiri), 9(2), 1521. https://doi.org/10.31764/jmm.v9i2.29127

Karmila, & Salsabila, T. (2022). Strategi pemasaran melalui digital marketing dalam upaya promosi desa wisata Curugagung. Jurnal Pengabdian Kepada Masyarakat Nusantara (JPkMN), 3(2), 449–456. https://doi.org/https://doi.org/10.55338/jpkmn.v3i2.369

Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251. https://doi.org/10.1016/j.bushor.2011.01.005

Nirmala, D. R. (2024). Peran konten kreatif dalam membangun branding PT Rumah Berita Harian Disway di media sosial Instagram @harian.disway. Konferensi Media Dan Komunikasi, 1(1–7), 11–19.

Nuzuli, A. K. (2022). [RETRACTED] Motives for using TikTok in uses and gratification theory perspective. KOMUNIKA: Jurnal Dakwah Dan Komunikasi, 16(1), 15–26. https://doi.org/10.24090/komunika.v16i1.4787

Pramudina, S., Syihabbudin, M., Studi, P., Sekolah, M., Ilmu, T., & Surakarta, E. (2025). Analisis strategi pemasaran digital melalui Instagram (Studi deskriptif pada akun @umbul_sigedhang). Jurnal (pp. 1–12).

Ramli, A. S., Malik, D., Firmansyah, P., Pertiwi, H., Basri, I., Purnomo, K. D. M., Subekti, W., & Rusman, I. (2024). Digital marketing content (Issue September). Penerbit Yayasan Cendikia Mulia Mandiri.

Untari, D., & Fajariana, D. E. (2018). Strategi pemasaran melalui media sosial Instagram (Studi deskriptif pada akun @Subur_Batik). Widya Cipta, 2(2), 271–278.

Vydia, V., Utomo, V. G., Bilqisth, S. C., Informasi, S., Semarang, U., Informasi, S., Semarang, U., Informasi, S., Semarang, U., & Semarang, K. (2020). Optimalisasi digital marketing Instagram dan. DIMASTIK, 3296, 96–106. https://doi.org/https://doi.org/10.26623/dimastik.v1i2.7121

Wahidmurni, D. (2017). Pemaparan metode penelitian kualitatif. Ekp, 13(3), 1576–1580.

Widyaningrum, P. W. (2016). Peran media sosial sebagai strategi pemasaran pada sewa kostum Meiyu Aiko Malang. Al Tijarah, 2(2), 230. https://doi.org/10.21111/tijarah.v2i2.744

Yuliastuti, M., & Purnama, F. Y. (2021). Kepuasan mahasiswa Surabaya dalam menggunakan messaging application (Line, WhatsApp, dan BBM). Public Corner, 16(1), 18–36. https://doi.org/10.24929/fisip.v16i1.1515

Yupi, Y., & Putri, A. H. (2023). Analisis konten strategi komunikasi pemasaran pada aplikasi TikTok. Komversal, 5(1), 70–92. https://doi.org/10.38204/komversal.v5i1.1214