INSTAGRAM MARKETING STRATEGIES AND COMMUNITY BUILDING: A CASE STUDY OF FASHION SMES IN BANDUNG, INDONESIA

Novika Candra Astuti; Salsa Mylady Azzahra

doi:10.52353/ama.v18i1.820

INSTAGRAM MARKETING STRATEGIES AND COMMUNITY BUILDING: A CASE STUDY OF FASHION SMES IN BANDUNG, INDONESIA

Novika Candra Astuti, Salsa Mylady Azzahra

Abstrak

Abstract : This study examines the strategic utilisation of Instagram by small fashion businesses in Bandung, Indonesia, to cultivate brand communities and develop marketing strategies. Although current studies have mostly concentrated on big worldwide businesses and developed markets, little is known about how SMEs in developing nations negotiate Instagram's tools—especially Instagram Ads—for brand development and consumer interaction. Filling in this void, the study uses the Gioia technique and in-depth interviews to analyse four local fashion companies using a qualitative multiple case study approach. Two main themes emerge from the results: (1) Instagram marketing strategy with market segmentation, content development, and ad optimisation; and (2) Instagram engagement and community building with follower refinement, influencer relationships, and interactive engagement strategies. The study advances brand community theory via the prism of intentional audience curation and active interaction, therefore augmenting theory by combining content strategy with targeted segmentation in social media marketing. These realisations help one to grasp digital branding in settings of emerging markets.

Abstrak : Penelitian ini menyelidiki bagaimana bisnis fashion kecil di Bandung, Indonesia, secara strategis menggunakan Instagram untuk mengembangkan strategi pemasaran dan membangun komunitas merek. Meskipun penelitian yang ada lebih banyak fokus pada merek global besar dan pasar berkembang, pemahaman tentang bagaimana UKM di negara berkembang menggunakan alat-alat Instagram—terutama Instagram Ads—untuk pengembangan merek dan keterlibatan pelanggan masih terbatas. Untuk mengatasi kekurangan ini, penelitian ini menggunakan pendekatan studi kasus kualitatif dengan menganalisis empat merek fashion lokal melalui wawancara mendalam dan metode Gioia. Temuan menunjukkan dua tema utama: (1) strategi pemasaran Instagram, termasuk segmentasi pasar, pembuatan konten, dan optimasi iklan; dan (2) keterlibatan Instagram dan pembangunan komunitas, yang mencakup penyaringan pengikut, kolaborasi dengan influencer, dan taktik keterlibatan interaktif. Penelitian ini memberikan kontribusi terhadap teori dengan mengintegrasikan strategi konten dengan segmentasi yang ditargetkan dalam pemasaran media sosial dan mengembangkan teori komunitas merek melalui perspektif kurasi audiens yang sengaja dan keterlibatan aktif. Temuan ini memberikan pemahaman yang lebih mendalam tentang branding digital dalam konteks pasar yang sedang berkembang.

Kata Kunci

Instagram marketing, Small and Medium Enterprises (SMEs), Brand Community, Fashion Industry, Customer Engagement

Teks Lengkap:

PDF (English)

Referensi

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DOI: http://dx.doi.org/10.52353/ama.v18i1.820