Analisis Strategi Pemasaran Media Sosial pada Waralaba D’Potachiz Gor H Agus Salim Kota Padang Analysis of Social Media Marketing Strategies at the D’Potachiz Franchise, Gor H Agus Salim, Padang City
Article Sidebar
Page Numbers:
1131-1143
Digital Object Identifier:
10.58578/arzusin.v6i2.9392
Viewed: 74 times
Downloaded: 48 times
LYAS Publisher cordially invites qualified professionals to serve as Editors or Reviewers. Your expertise will make an important contribution to maintaining and strengthening the academic quality of our publications. Interested applicants are kindly requested to complete the application form at the following link: Editors & Reviewers
Please feel free to contact us if you need any further information about the submission process or if you have any additional questions.
Authors:
Dewi Susanti1*, Himmatul Khairi2 
Copyright :
Authors retain copyright and grant the journal right of first publication.
Main Article Content
Abstract
Although social media marketing strategies have received attention in various studies, research that specifically discusses their implementation in small-scale franchise businesses remains limited. This study aims to analyze the social media marketing strategies implemented, identify constraints in their implementation, and formulate alternative solutions to improve marketing effectiveness at the D’potachiz franchise at GOR H. Agus Salim, Padang City. This study employed a qualitative approach with a case study design. The informants consisted of the business owner, employees, and consumers who were selected through purposive sampling. Data were collected through observation, in-depth interviews, and documentation, then analyzed using the Miles and Huberman interactive analysis model. The results showed that the implemented social media marketing strategy had not been systematically structured, as indicated by the absence of scheduled content planning, limited content variation, and suboptimal interaction with consumers. The main constraints included limited ability to create creative content, time constraints, and a lack of consistency in social media management. The solutions that can be undertaken include improving content quality, planning posts more systematically, and increasing interaction with consumers. These findings contribute to the development of digital marketing studies, particularly in small businesses, and provide practical implications for business actors in optimizing social media marketing strategies. This study also opens opportunities for broader and more measurable further research.
Downloads
Article Details
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
Aini, N., & Alimuddin. (2023). Analisis Kendala dalam Implementasi Pemasaran Digital pada UMKM. Jurnal Manajemen Bisnis, 8(2), 123–135.
Creswell, J. W. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.
Denzin, N. K. (2017). The research act: A theoretical introduction to sociological methods (4th ed.). Routledge.
Etikan, I., Musa, S. A., & Alkassim, R. S. (2015). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4. https://doi.org/10.11648/j.ajtas.20160501.11
Haque, M. G., … Islam, M. (2021). Marketing strategy and competitive advantage: A conceptual framework. International Journal of Marketing Studies, 13(2), 55–68.
Husnah, H., & Fahrudin, A. (2025). Pengaruh Konten Visual dan Fitur Interaktif terhadap Peningkatan Penjualan melalui Media Sosial. Jurnal Bisnis Digital, 6(1), 21–34.
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE Publications.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.
Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533–544. https://doi.org/10.1007/s10488-013-0528-y
Pratama, R., … Saputra, D. (2024). Peran Media Sosial dalam Meningkatkan Penjualan UMKM di Era Digital. Jurnal Ekonomi dan Bisnis Indonesia, 9(1), 10–22.
Rosyidi, M., … Hidayat, T. (2025). Optimalisasi Strategi Pemasaran Digital Berbasis Media Sosial. Jurnal Manajemen Pemasaran, 7(1), 67–80.
Sartika, D. (2023). Implementasi Bauran Pemasaran 7P dalam Meningkatkan Penjualan Produk Kerajinan Tangan. Jurnal Kewirausahaan, 5(2), 89–102.
Sativa, N. (2024). Integrasi Pemasaran Digital dalam Strategi Bisnis UMKM. Jurnal Bisnis dan Inovasi, 4(1), 33–47.
Sihombing, H., … Ginting, F. (2022). Strategi Media Sosial dalam Meningkatkan Engagement Pelanggan. Jurnal Ilmu Komunikasi, 10(2), 115–128.
Siyoto, S., & Sodik, A. (2015). Dasar metodologi penelitian. Literasi Media Publishing.
Sudarni, L. (2023). Analisis Strategi Pemasaran Digital Berbasis Media Sosial. Jurnal Ekonomi Modern, 6(2), 50–62.
Sudirman, A., & Musa, M. (2023). Marketing strategy and customer value creation in SMEs. Journal of Business Strategy, 12(3), 101–115.
Sugiyono. (2021). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Yin, R. K. (2018). Case study research and applications: Design and methods. SAGE Publications. https://us.sagepub.com/en-us/nam/case-study-research-and-applications/book250150