Instagram content management strategy of the digital business study program to increase the number of visitors
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Published:
Aug 30, 2026
Keywords:
Digital Branding, Instagram Content Strategy, Internal-External Matrix, SWOT Analysis, Visitor Increase
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Informtion System
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Abstract
Instagram has become an important medium for academic communication, promotion, and institutional branding in higher education. This study aims to analyze the Instagram content management strategy of the Digital Business Study Program of Universitas Pakuan using the Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), Internal–External (IE), and SWOT approaches. A mixed-method approach was employed through interviews with three purposively selected informants, observations, and Instagram Insight documentation. Data validity was ensured through source triangulation. The findings indicate an IFE score of 3.12 and an EFE score of 3.22, positioning the study program in the Grow and Build category. The SWOT analysis identified the Strengths–Opportunities (SO) strategy as the most appropriate alternative, including optimizing Reels, increasing student activity publications, utilizing digital trends, and maintaining content consistency. This study contributes to strategic social media management and provides practical recommendations for improving audience engagement, institutional branding, and digital communication in higher education.
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How to Cite
Nafisah, H. ., Gandhy, A. . and Taurusyanti, D. (2026) “Instagram content management strategy of the digital business study program to increase the number of visitors”, Jurnal Mantik, 10(2), pp. 517-524. doi: 10.35335/mantik.v10i2.7332.
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Valdiani, D., & Nugraha, Y. A. (2023). Optimalisasi Pemanfaatan Teknologi Komunikasi dan Informasi dalam Pengembangan Promosi Madrasah. Jurnal Abdimas FISIB, 2(1), 31–40.
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Alamsyah, F. F., Jayawinangun, R., & Valdiani, D. (2022). Pelatihan Pembuatan Konten Promosi Berbasis Media Sosial untuk Komunitas Nirlaba di Kota Bogor. ABDIMAS FISIB: Jurnal Pengabdian Ilmu Sosial Dan Ilmu Budaya, 1(1), 1–10.
Aprilia, R., Firdaus, D. R. S., Valdiani, D., Amaliasari, D., & Siregar, M. R. A. (2024). Pengaruh unggahan Instagram @biskitabogor terhadap pemenuhan kebutuhan informasi pengikutnya. Universitas Pakuan.
Banjarnahor, S., Hardini, S. Y. P. K., & Gandhy, A. (2024). The Effect of Positioning and Product Differentiation on Consumer Loyalty of Indomie Instant Noodles. Proceeding International Seminar of Science and Technology, 3(1), 187–201.
Damayanti, A., Yudha, A. P., Purbasari, D. M., & Gandhy, A. (2023). Analisis Bauran Promosi Dalam Upaya Meningkatkan Jumlah Pengunjung Wisata Sumber Karya Indah (SKI) Waterpark Bogor. Jurnal Online Mahasiswa (JOM) Bidang Manajemen, 8(3), 1–10.
David, F. R. (2017). Strategic Management: A Competitive Advantage Approach, Concepts and Cases (16th ed.). Pearson Education.
Du, J., Zheng, Q., & Chang, X. (2020). Dynamic process: International diversification and innovation performance from emerging economies. Asian Journal of Technology Innovation, 28(2), 234–250. https://doi.org/https://doi.org/10.1080/19761597.2020.1726781
Fachrezie, H., Roslan, A. I., Gandhy, A., & Phang, G. (2025). The Role of SWOT in Business Analysis for Enhancing Competitive Advantage at The Kundasang Aquafarm. Jurnal Ilmiah Manajemen Kesatuan, 13(1), 109–118.
Gandhy, A., Gursida, H., Sunarta, K., Marota, R., & Zaini, O. K. (2024). Maggot cultivation business development strategy at the Siliwangi Unit Waste Bank. Jurnal Ilmiah Manajemen Kesatuan, 12(5), 1471–1482.
Gandhy, A., Karmila, J. T., Pakpahan, R., & Hardini, S. Y. P. K. (2023). Persepsi Konsumen Terhadap Keputusan Pembelian di Bukalapak. Jurnal Ilmiah Manajemen Kesatuan, 11(1), 175–184.
Gumilang, A. S. P., Gandhy, A., & Prasetyo, B. D. (2024). Digital marketing development strategy to increase the number of tourists. Jurnal Ilmiah Manajemen Kesatuan, 12(6), 2165–2176.
Hanapi, R. D., & Ridanasti, E. (n.d.). Optimalization Strategy of Instagram Content to Increase Engagement in Building Brand Awareness at PT Citi Asia Internasional.
Hapsari, P. W., Shafira, D., Ardini, I., & Syukri, M. (2024). Inovasi digital dalam promosi media sosial melalui fitur kolaborasi Instagram @nyaimercon. Jurnal Penelitian Sosial Ilmu Komunikasi, 8(2), 142–151.
Hapsari, R., & Pamungkas, Y. B. (2024). Audience cognition through elaboration likelihood model process: Instagram content of Indonesian Health Ministry on stunting phenomenon. INJECT (Interdisciplinary Journal of Communication), 9(1), 85–104.
Huda, I. U., Karsudjono, A. J., & Darmawan, R. (2024). Pengaruh content marketing dan lifestyle terhadap keputusan pembelian pada usaha kecil menengah di media sosial. Al-KALAM: Jurnal Komunikasi, Bisnis Dan Manajemen, 11(1), 56–67.
Humaidah, A., Irawan, T. T., & Hasrul. (2025). Hubungan content marketing pada media sosial Instagram terhadap keputusan pembelian skincare Scarlett Whitening. ENDLESS Innovation Journal (Entrepreneurship, Digital Business & Innovation Journal), 2(1), 23–36.
Kurniati, S. S., Valdiani, D., & Rusfien, I. T. (2022a). Analisis personal branding Fadil Jaidi di media sosial (studi kasus konten Instagram, TikTok, dan YouTube). Jurnal Penelitian Sosial Ilmu Komunikasi, 6(2), 112–121.
Marliani, I. P., Gandhy, A., & Prasetyo, B. D. (2025). Implementation of the Business Model Canvas in Designing Business Development Strategies for Loush Bath MSME. Jurnal Mantik, 9(2), 1–10.
Nurhikmawan, A., Qurratu’ain, N., & Valentinus. (2024). Pengaruh marketing public relations pada media sosial TikTok terhadap minat beli di TikTok Shop di kalangan mahasiswa Universitas Pakuan. Jurnal Lestari Sosial Budaya, 2(1), 45–57.
Pakpahan, R., Hardini, S. Y. P. K., & Gandhy, A. (2024). The Effect of Marketing Mix on the Purchase Decision of Wall’s Cornetto Ice Cream. Proceeding International Seminar of Science and Technology, 3(1), 177–185. https://doi.org/10.33830/isst.v3i1.1051
Primasari, I., Yuniati, U., & Adnan, S. (2022). Pemasaran digital melalui Instagram dalam meningkatkan online engagement. Journal of Management and Bussines (JOMB), 4(2), 1526–1546. https://doi.org/https://doi.org/10.31539/jomb.v4i2.4673
Purnama, R. H. A. (2024). Pengaruh Pesan Kampanye #GenerasiKulitSehat terhadap Kesadaran Merek Kosmetik NPURE (Survei pada Pengikut Instagram @npureofficial). Universitas Pakuan.
Stiawan, A. P., Puspanidra, T., Aminah, R. S., & Valdiani, D. (2024). Efektivitas akun Instagram @official_unpak sebagai media penyampaian informasi kegiatan akademik (Studi kasus mahasiswa Universitas Pakuan angkatan 2020). Universitas Pakuan.
Valdiani, D., & Nugraha, Y. A. (2023). Optimalisasi Pemanfaatan Teknologi Komunikasi dan Informasi dalam Pengembangan Promosi Madrasah. Jurnal Abdimas FISIB, 2(1), 31–40.
Winarto, A. A., Aminah, R. S., & Valdiani, D. (2023). Persepsi Pengikut TikTok @Bogordaily.net terhadap Nilai Berita Kriminal Gangster Bawa Sajam di Media Bogordaily.net. Wahana, 29(2), 56–65.
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