IMPLEMENTASI MODEL SOSTAC DALAM STRATEGI SOCIAL MEDIA MARKETING PADA INSTAGRAM FRIDAY NORAEBANG
DOI:
https://doi.org/10.53856/r7n38d54Keywords:
Brand engagement, Instagram, Model SOSTAC, Social Media MarketingAbstract
Penelitian ini bertujuan untuk menganalisis implementasi model SOSTAC dalam strategi social media marketing pada Instagram Friday Noraebang dalam membangun brand engagement. Instagram dimanfaatkan sebagai media komunikasi pemasaran untuk menjangkau serta melibatkan audiens, khususnya komunitas K-Pop di Indonesia. Penelitian ini menggunakan pendekatan kualitatif dengan paradigma konstruktivisme melalui teknik observasi, wawancara mendalam, dokumentasi, dan studi pustaka. Analisis dilakukan berdasarkan enam tahapan model SOSTAC, yaitu situation analysis, objectives, strategy, tactics, action, dan control. Hasil penelitian menunjukkan bahwa Friday Noraebang telah menerapkan setiap tahapan secara sistematis, mulai dari analisis internal dan eksternal melalui SWOT, penetapan tujuan yang mencakup peningkatan penjualan, gaya interaksi, dan efisiensi anggaran, dan perumusan strategi berbasis segmentasi target audiens. Implementasi taktik dilakukan melalui penggunaan alat pemasaran yang terintegrasi dengan bauran pemasaran 4P dan fitur-fitur Instagram. Pada tahap aksi, perusahaan mengoptimalkan dimensi pemasaran media sosial untuk meningkatkan interaksi audiens, sementara tahap pengendalian dilakukan melalui pemantauan dan evaluasi menggunakan Instagram Insights. Penerapan model tersebut menunjukkan tercapainya tahapan brand engagement mulai dari lurking, casual, active, committed, hingga loyalist, dimana konsumen terlibat secara langsung dalam event Friday Noraebang.
Downloads
References
Anggraeni, N., Sulistyowati, T., & Husda, N. E. (2024). SOSTAC framework analysis for enhancing digital marketing in Yogyakarta’s Art Music Today. Journal of Community Service and Empowerment, 5(1), 62–72. https://doi.org/10.22219/jcse.v5i1.30521
Arvianti, R., & Suliswanto, M. (2024). The Role Of Economic Digitalization On Economic Performance In Indonesian. Jurnal Ekonomi Kuantitatif Terapan, 17, 237–257. https://doi.org/10.24843/JEKT.2024.v17.i02.p05
Aurelia, R., & Adim, A. K. (2023). Strategi Komunikasi Pemasaran Coffee Shop Arkara Melalui Media Sosial Instagram Dalam Membangun Brand Engagement. E-Proceeding of Management, 10(No.6), 4690.
Ayu, P., & Nurcholis, L. (2025). Customer Engagement in Building Brand Loyalty with Consumer Trust as a Mediator.
Baruk, A. I., & Wesołowski, G. (2021). The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image. In Energies (Vol. 14, Number 14, p. 4177). https://doi.org/10.3390/en14144177
Butkouskaya, V., Llonch-Andreu, J., & Alarcón-del-Amo, M.-C. (2020). Entrepreneurial Orientation (EO), Integrated Marketing Communications (IMC), and Performance in Small and Medium-Sized Enterprises (SMEs): Gender Gap and Inter-Country Context. In Sustainability (Vol. 12, Number 17, p. 7159). https://doi.org/10.3390/su12177159
Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., Oliveira, M., & Meirinhos, G. (2022). Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 109. https://doi.org/https://doi.org/10.3390/joitmc8030109
Çelimli, S., & Adanacioglu, H. (2021). Comparison of social media platforms in terms of marketing performances of food companies. Italian Journal of Food Science, 33, 53–62. https://doi.org/10.15586/ijfs.v33i2.2031
Christiarini, R., Natalya, N., & Purwianti, L. (2025). Social Media Marketing and Brand Loyalty in the Indonesian Fashion Market: Mediating Role of Consumer Brand Engagement and Brand Awareness. Journal of Enterprise and Development, 7, 595–610. https://doi.org/10.20414/jed.v7i3.14386
Dianthea, A., Fatonah, S., & Ayu Ardhanariswari, K. (2023). Social media marketing campaign #realsupport to develop consumers brand engagement Uniqlo Indonesia. The Indonesian Journal of Communication Studies, 16, 149–172. https://doi.org/10.31315/ijcs.v16i2.11570
Digital 2024: 5 billion social media users - We Are Social Indonesia. (n.d.). Retrieved March 22, 2026, from https://wearesocial.com/id/blog/2024/01/digital-2024-5-billion-social-media-users/
Duan, Y., Edwards, J. S., & Dwivedi, Y. K. (2019). Artificial intelligence for decision making in the era of Big Data – evolution, challenges and research agenda. International Journal of Information Management, 48, 63–71. https://doi.org/10.1016/j.ijinfomgt.2019.01.021
Fernandi, M., Saputro, R. J., Mariam, I., & Kurniasari, R. (2025). Indonesian Marketing Journal Vol. 5, No. 2, September 2025 Faculty of Economics and Business Pelita Harapan University. 5(2), 85–99.
Gazi, Md. A., Rahaman, M. A., Rabbi, Md. F., Masum, M., Nabi, Md. N., & Senathirajah, Ma. (2024). The Role of Social Media in Enhancing Communication among Individuals: Prospects and Problems. Environment and Social Psychology, 9. https://doi.org/10.59429/esp.v9i11.2979
Hong, N. (2022). Digital-Media-Based Interaction and Dissemination of Traditional Culture Integrating Using Social Media Data Analytics. Computational Intelligence and Neuroscience, 2022(1), 5846451. https://doi.org/https://doi.org/10.1155/2022/5846451
Ian Buckingham. (2008). How Employees Make or Break Brands.
Jefferly Helianthusonfri. (2021). Instagram Marketing Untuk Pemula. PT Elex Media Komputindo.
Lim, W. M., & Rasul, T. (2022). Customer engagement and social media: Revisiting the past to inform the future. Journal of Business Research, 148, 325–342. https://doi.org/https://doi.org/10.1016/j.jbusres.2022.04.068
Ndhlovu, T., & Maree, T. (2024). The central role of consumer–brand engagement in product and service brand contexts. Journal of Marketing Analytics, 12(4), 944–961. https://doi.org/10.1057/s41270-023-00241-7
Paine, K. (2011). Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships.
Parhusip, Y. N., Bhayangkara, U., Raya, J., Fauzi, A., & Setyawati, N. W. (2025). Pengaruh Content Marketing, Social Media Engagement, Dan Brand Image Terhadap Minat Beli Konsumen Di D’fresto Bekasi Timur. Jurnal Ilmiah Ekonomi Dan Manajemen, 3(8), 245–254.
Phadermrod, B., Crowder, R. M., & Wills, G. B. (2019). Importance-Performance Analysis based SWOT analysis. International Journal of Information Management, 44, 194–203. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2016.03.009
Pisicchio, A. C., & Toaldo, A. M. M. (2021). Integrated marketing communication in hospitality SMEs: analyzing the antecedent role of innovation orientation and the effect on market performance. Journal of Marketing Communications, 27(7), 742–761. https://doi.org/10.1080/13527266.2020.1759121
Pranata, Y., & Amaranti, R. (2021). Rancangan Strategi Pemasaran Media Sosial Menggunakan Model SOSTAC. Jurnal Riset Teknik Industri, 1, 110–120. https://doi.org/10.29313/jrti.v1i2.397
Rakhmadhona, N. (2020). Upaya Meningkatkan Brand Awareness NSR Skirt Melalui Strategi Komunikasi Pemasaran Media Sosial. COMMENTATE: Journal of Communication Management, 1, 47. https://doi.org/10.37535/103001120204
Riski, M., Susilo, M., & Ayu Ardhanariswari, K. (2021). SOCIAL MEDIA MARKETING STRATEGY IN BUILDING BRAND ENGAGEMENT. The Indonesian Journal of Communication Studies, 14, 44. https://doi.org/10.31315/ijcs.v14i1.5071
Sakinah, R., Hasna, S., & Wahyuningsih, Y. (2022). Pengaruh Positif Fenomena K-Pop Terhadap Karakter Generasi Muda di Indonesia. Journal on Education, 5, 735–745. https://doi.org/10.31004/joe.v5i1.653
Sharabati, A.-A. A., Ali, A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations. In Sustainability (Vol. 16, Number 19, p. 8667). https://doi.org/10.3390/su16198667
Smith, P. R. (2018). The SOSTAC Guide to Your Perfect Digital Marketing Plan. PR Smith.
Sugiyono. (2019). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif dan R&D. Alfabeta.
Trunfio, M., & Rossi, S. (2021). Conceptualising and measuring social media engagement: A systematic literature review. Italian Journal of Marketing, 2021(3), 267–292. https://doi.org/10.1007/s43039-021-00035-8
Vo Minh, S., Nguyen Huong, G., & Dang Nguyen Ha, G. (2022). The role of social brand engagement on brand equity and purchase intention for fashion brands. Cogent Business & Management, 9(1), 2143308. https://doi.org/10.1080/23311975.2022.2143308
Yawised, K., Apasrawirote, D., Chatrangsan, M., & Muneesawang, P. (2022). Turning digital technology to immersive marketing strategy: a strategic perspective on flexibility, agility and adaptability for businesses. Journal of Entrepreneurship in Emerging Economies, 16(3), 742–766. https://doi.org/https://doi.org/10.1108/JEEE-06-2022-0169
Yudi Mamase, A., Hidayati, A., & Depriyani, M. (2024). Implementasi Metode SOSTAC Pada Strategi Digital Marketing (UMKM Coklat VIP Pontianak). MANDAR: Management Development and Applied Research Journal, 7, 15–31. https://doi.org/10.31605/mandar.v7i1.4343
Yujie, Z., Yasin, M. A. I., Alsagoff, S. A., & Ang, L. H. (2022). The Mediating Role of New Media Engagement in This Digital Age. Frontiers in Public Health, 10. https://doi.org/10.3389/fpubh.2022.879530
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Indira Maitri Kitrani Pinasthika, Nuke Farida, Bella Amalia
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
