Implementation Of Instagram Marketing Strategy To Enhance Engagement And Brand Awareness By Indibiz Yogyakarta

Abstract

Economic development and digital transformation have intensified competition among business entities, compelling them to adopt increasingly innovative approaches to engaging with consumers. In the contemporary digital landscape, organizations are required to effectively leverage digital platforms, particularly social media, as primary marketing instruments. Instagram has emerged as one of the most widely used platforms in digital marketing strategies due to its ability to reach broad audiences and facilitate direct interactions. This study examines the implementation of Instagram marketing strategies by Indibiz Yogyakarta, a subsidiary of PT Telkom Indonesia, to enhance engagement and brand awareness. The research employs a qualitative, thematic, and narrative approach, utilizing data collection methods that include in-depth interviews and observations of @indibiz.yogyakarta account activities. The findings demonstrate that relevant content strategies, effective utilization of Instagram features such as reels and stories, and active audience interaction significantly enhance engagement levels. This increased engagement contributes to strengthening Indibiz's brand awareness as an emerging product. These findings underscore the critical importance of strategic content planning and the integration of social media in supporting marketing objectives within the digital era.