Analysis of the digital marketing strategy of anak hebat Indonesia publisher through Instagram

Authors

  • Andi Siswanto Universitas Aisyah Yogyakarta

DOI:

https://doi.org/10.12928/commicast.v3i2.5906

Keywords:

Digital Marketing, Instagram , Books

Abstract

This study aims to determine the digital marketing strategy on Instagram social media used by the publisher Anak Hebat Indonesia (AHI) and to find out why there is an increasing interest in buying books amid the phenomenon of low interest in reading in Indonesia. This research was carried out in october-december 2021. This research is a qualitative research with a case study approach on the Instagram social media publisher Anak Hebat Indonesia (AHI). The results of this research show that the digital marketing strategy used by AHI publishers through Instagram has been effective, in terms of the cost of advertising, it can be seen from the increasing number of visitors. Good interaction with Minah's Instagram admin in responding friendly and like a friend, related to books and others. Incentive programs have also been created and implemented well, including a giveaway program on Friday blessing, product discounts when purchasing on Instagram, and interesting book titles. And for the appearance of instagram  @ penerbitahi official, it is good and informative in conveying the meaning of the message or information, so that followers can easily understand it and are comfortable to see with pastel post colors. The phenomenon of buying books is quite high but reading levels are low in Indonesia, it can be concluded that consumers buy books because they are not only read, but there are also those who are just collectors of the book, because of the cool book cover design, as well as the very title of the book. interesting, and because of the discount from normal days.

References

Anderson, P., Coyle, K., Guinosso, S., Ferrand, J. L., Owora, A., Houghton, R. F., & Walsh-Buhi, E. (2021). Promoting adolescent healthy relationships (the about us program): Protocol for a randomized clinical trial. JMIR Research Protocols, 10(9). https://doi.org/10.2196/30499

Auly, A. N., Budiman, T. C. S., & Hawa, F. (2021). THE EFFECTIVENESS OF INSTAGRAM FILTER TO IMPROVE STUDENTS’ VOCABULARY. Journal of English Language Learning, 5(2). https://doi.org/10.31949/jell.v5i2.3469

Bloom, P. (2020). Identity, Institutions and Governance in an AI World. In Identity, Institutions and Governance in an AI World. https://doi.org/10.1007/978-3-030-36181-5

Chaffey, D., & Smith, P. (2017). Digital Marketing Excellence : Planning, Optimizing and Integrating Online Marketing. In Digital Marketing Excellence.

Creswell, J. . ., & Clark, V. P. . (2018). Designing and Conducting Mix Method Research. In Methodological Research (Vol. 1st).

Eagle, L., Dahl, S., Czarnecka, B., & Lloyd, J. (2014). Marketing Communications. In Marketing Communications. https://doi.org/10.1017/9781315848860

Fernández-Robin, C., McCoy, S., Yáñez, D., & Cardenas, L. (2020). Instagram stories. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 12195 LNCS. https://doi.org/10.1007/978-3-030-49576-3_36

Ha, H., Loh, H. S., Gay, H. T. E., & Yeap, P. F. (2020). Consumer protection in E-tailing computer sales: a case study of Dell. International Review of Law, Computers and Technology. https://doi.org/10.1080/13600869.2020.1838187

Kujur, F., & Singh, S. (2018). Emotions as predictor for consumer engagement in YouTube advertisement. Journal of Advances in Management Research, 15(2). https://doi.org/10.1108/JAMR-05-2017-0065

Nadda, V. K., Dadwal, S. S., & Firdous, A. (2015). Social media marketing. In Handbook of Research on Integrating Social Media into Strategic Marketing. https://doi.org/10.4018/978-1-4666-8353-2.ch021

Ometov, A., Shubina, V., Klus, L., Skibińska, J., Saafi, S., Pascacio, P., Flueratoru, L., Gaibor, D. Q., Chukhno, N., Chukhno, O., Ali, A., Channa, A., Svertoka, E., Qaim, W. Bin, Casanova-Marqués, R., Holcer, S., Torres-Sospedra, J., Casteleyn, S., Ruggeri, G., … Lohan, E. S. (2021). A Survey on Wearable Technology: History, State-of-the-Art and Current Challenges. In Computer Networks (Vol. 193). https://doi.org/10.1016/j.comnet.2021.108074

Prior, N. (2020). Central Connecticut State University. In Graduate Study in Criminology and Criminal Justice. https://doi.org/10.4324/9781315721606-32

Romero-Ruiz, K., Echeverri-Sánchez, L., Peña-Plata, J., Vásquez-Giraldo, S., Aguilera-Cardona, M., Herazo-Avendaño, C., Valencia-Arias, A., & Bran-Piedrahita, L. (2017). Information and Communication Technologies Impact on Family Relationship. Procedia - Social and Behavioral Sciences. https://doi.org/10.1016/j.sbspro.2017.02.007

Siramaneerat, I., & Agushybana, F. (2021). Inequalities in immunization coverage in Indonesia: a multilevel analysis. Rural and Remote Health, 21(3). https://doi.org/10.22605/RRH6348

Soedarsono, D. K., Mohamad, B., Adamu, A. A., & Pradita, K. A. (2020). Managing digital marketing communication of coffee shop using instagram. International Journal of Interactive Mobile Technologies, 14(5). https://doi.org/10.3991/IJIM.V14I05.13351

Sugiyono. (2017). metode kuantitatif, kualitatif. In alfabeta.

Tahir, Q., Alang, S., Said, N. M., & Halik, A. (2020). DYNAMICS OF DA’WAH COMMUNICATION IN THE MINORITY OF TORAJA MUSLIM. JICSA (Journal of Islamic Civilization in Southeast Asia), 9(2). https://doi.org/10.24252/jicsa.v9i2.19126

Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons. https://doi.org/10.1016/j.bushor.2014.07.002

Valunaite Oleskeviciene, G., & Sliogeriene, J. (2020). Research methodology. In Numanities - Arts and Humanities in Progress. https://doi.org/10.1007/978-3-030-37727-4_2

Visser, M., Sikkenga, B., & Berry, M. (2021). Digital Marketing Fundamentals. In Digital Marketing Fundamentals. https://doi.org/10.4324/9781003203650

Downloads

Published

2022-07-27

How to Cite

Andi, A. S. (2022). Analysis of the digital marketing strategy of anak hebat Indonesia publisher through Instagram. COMMICAST, 3(2), 1–10. https://doi.org/10.12928/commicast.v3i2.5906

Issue

Section

Articles