Evaluasi Pengembangan Strategi Digital Marketing Melalui Instagram terhadap Kinerja Pemasaran Jasa CV. XYZ: Studi Before After Tahun 2024

Abstract

The development of information technology and social media has transformed corporate marketing from conventional methods toward interactive digital strategies. Instagram has become a widely used platform for service companies to strengthen marketing communication, increase audience engagement, and expand promotional reach. CV. XYZ, an architectural service company, uses Instagram as a portfolio-based promotional medium featuring house designs, interior designs, and project documentation. However, during the initial period of social media management, the company experienced low audience interaction and limited effectiveness in generating communication and service bookings. This study aims to compare the digital marketing conditions of CV. XYZ before and after implementing an Instagram-based digital marketing strategy and to examine its effect on service bookings. The study employed a comparative evaluative approach using before–after analysis and descriptive analysis. Data were collected through observation, Instagram Insights, service booking records, and questionnaires administered to audiences who had used the company’s services. Parameters included posts, likes, shares, follower growth, Direct Messages (DMs), and service bookings during May–July 2024 and August–October 2024. Results showed that total likes increased from 3,850 to 9,502 (146.81%), while shares increased from 227 to 354 (55.95%). DMs increased from 21 to more than 99 messages, and service bookings increased from 1 to 10 (900%). The strategy incorporated reels, carousel, and feed content, supported by project portfolios, construction documentation, and informative captions. Most respondents perceived the content as more attractive, informative, and capable of increasing trust in the company’s services.