Muhammad Fernandi, Restu Jati Saputro, Iis Mariam, Ratri Kurniasari

Strategi Pemasaran Digital Menggunakan Metode SOSTAC untuk Meningkatkan Engagement Rate Akun Instagram @sahabat.petani [Digital Marketing Strategy Using the SOSTAC Method to Increase the Engagement Rate of Instagram Accounts @sahabat.petani]

Introduction

Strategi pemasaran digital menggunakan metode sostac untuk meningkatkan engagement rate akun instagram @sahabat.petani [digital marketing strategy using the sostac method to increase the engagement rate of instagram accounts @sahabat.petani]. Telusuri strategi pemasaran digital SOSTAC untuk tingkatkan engagement Instagram @sahabat.petani (PT Pupuk Indonesia). Temukan bagaimana konten & kolaborasi influencer sukses naikkan engagement dari 0,63% ke 4,17%.

Abstract

This study aims to analyze the digital marketing strategy implemented by the Instagram account @sahabat.petani, managed by PT Pupuk Indonesia (Persero), to increase its engagement rate as a key social media performance indicator. The research employs a descriptive qualitative approach with a case study method, using data obtained through interviews, observations, documentation, and literature review. The strategic analysis is conducted using the SOSTAC framework, which includes Situation, Objectives, Strategy, Tactics, Action, and Control. The findings indicate that the account’s engagement rate is still low, at 0.63%, which is below the industry average. Several contributing factors include the absence of a dedicated social media team, inconsistent content uploads, limited interaction with followers, restricted digital marketing budget, and technical barriers due to location differences between the content team and sources. The proposed strategy involves consistent content scheduling, collaboration with agricultural influencers, and targeted educational campaigns. As a result, the engagement rate improved to 4.17% in May 2025. Based on SWOT analysis and the IE Matrix, the recommended strategy is a growth strategy using the SO (Strength–Opportunity) approach—leveraging internal strengths to seize external opportunities. This strategy has proven effective in increasing the engagement rate and enhancing audience interaction on the @sahabat.petani Instagram account. Abstrak Bahasa Indonesia: Penelitian ini bertujuan untuk menganalisis strategi pemasaran digital yang diterapkan oleh akun Instagram @sahabat.petani milik PT Pupuk Indonesia (Persero) dalam meningkatkan engagement rate sebagai indikator kinerja media sosial. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan studi kasus, di mana data diperoleh melalui wawancara, observasi, dokumentasi, dan studi literatur. Analisis strategi dilakukan menggunakan metode SOSTAC yang terdiri dari Situation, Objectives, Strategy, Tactics, Action, dan Control. Hasil penelitian menunjukkan bahwa engagement rate akun masih rendah yaitu 0,63%, di bawah rata-rata industri pupuk. Beberapa faktor utama penyebabnya adalah belum adanya tim khusus media sosial, unggahan konten yang tidak konsisten, kurangnya respons admin terhadap audiens, keterbatasan anggaran digital marketing, serta kendala teknis akibat perbedaan lokasi antara tim dan sumber konten. Strategi yang dirumuskan meliputi penjadwalan konten secara konsisten, kolaborasi dengan influencer, dan kampanye edukatif. Hasilnya, engagement rate meningkat menjadi 4,17% pada bulan mei 2025. Berdasarkan analisis SWOT dan Matriks IE, strategi yang disarankan adalah strategi pertumbuhan (growth strategy) dengan pendekatan SO (Strength–Opportunity), yaitu mengoptimalkan kekuatan internal untuk memanfaatkan peluang eksternal. Strategi ini terbukti efektif meningkatkan engagement rate dan mengoptimalkan interaksi audiens di akun Instagram sahabat.petani.

Review

This study offers a timely and relevant analysis of digital marketing strategy for a corporate Instagram account, employing the well-regarded SOSTAC framework. The descriptive qualitative approach, utilizing a case study method with multi-faceted data collection (interviews, observations, documentation), is appropriate for diagnosing and addressing the specific challenges faced by @sahabat.petani. The identification of a low initial engagement rate (0.63%) and its underlying causes, such as a lack of a dedicated team, inconsistent content, and budget limitations, provides valuable insights into common obstacles in corporate social media management. This diagnostic phase is a strong foundation for the subsequent strategic recommendations. The core contribution lies in the application of the SOSTAC framework to formulate actionable strategies and demonstrate their impact. The proposed interventions—consistent content scheduling, influencer collaborations, and targeted educational campaigns—are logical and directly address the identified weaknesses. The reported improvement in engagement rate to 4.17% is a significant finding, showcasing the effectiveness of a structured strategic approach. The integration of SWOT analysis and the IE Matrix further strengthens the strategic formulation, leading to a robust growth strategy leveraging internal strengths and external opportunities. However, the abstract notes the improved engagement rate occurring in "May 2025," which requires clarification regarding the study's timeline; if this is a projected outcome, it should be stated explicitly, or if it represents actual post-intervention data, the period of implementation should be clearly defined. Overall, this research provides practical guidance for organizations aiming to enhance their social media performance, particularly within specialized sectors like agriculture. The explicit linkage between strategy formulation (SOSTAC, SWOT) and measurable outcomes (engagement rate) makes this study particularly valuable. For the full paper, a deeper dive into the specific content types, the metrics used to select influencers, and a more detailed breakdown of the "Action" and "Control" phases of SOSTAC would further enrich the findings. The study makes a clear contribution to understanding how structured digital marketing strategies can be effectively implemented to drive audience engagement.

Full Text

Comments

You need to be logged in to post a comment.