Efektivitas Promosi Konten Instagram Kamo Pet Care dan Implikasinya Terhadap Strategi Pemasaran

Abstract

Industri Pet Care di Indonesia mengalami pertumbuhan yang pesat dikarenakan adanya peningkatan kepemilikan hewan piaraan dan kesadaran pemilik terhadap kebutuhan hewannya. Pesatnya pertumbuhan industri Pet Care mendorong semakin banyaknya pelaku bisnis yang terlibat, sehingga persaingan di sektor ini menjadi semakin ketat, maka strategi pemasaran digital melalui media sosial terutama Instagram menjadi faktor krusial bagi para pelaku bisnis Pet Care untuk menjangkau pelanggan. Salah satu bisnis Pet Care yang terkena dampak darinya yaitu Kamo Pet Care. Penelitian ini menganalisis efektivitas promosi konten Instagram Kamo Pet Care dalam mendukung strategi pemasaran Instagram perusahaan. Penelitian ini menggunakan metode analisis konten dengan sampel 244 konten Instagram Kamo Pet Care yang dikumpulkan melalui teknik purposive sampling dari total populasi 1.413 konten. Penelitian ini melakukan evaluasi efektivitas pesan berdasarkan aspek attention, readthroughness, cognitive, affective, dan behavior serta menganalisis efektivitas promosi menggunakan model attention, interest, search, action, share (AISAS). Data dianalisis melalui coding data, analisis deskriptif, uji tabulasi silang, serta Customer Response Index (CRI). Hasil penelitian menunjukan bahwa konten Instagram Kamo terbagi menjadi dua kategori utama, yaitu konten informasi sebanyak 73% dan konten promosi sebanyak 27% dari total sampel. Berdasarkan bentuk konten, 49% konten berupa gambar dan 51% berupa video. Konten informasi bertujuan memberikan edukasi, imbauan, peringatan dan hiburan sedangkan konten promosi difokuskan pada penawaran produk dan jasa Kamo Pet Care. Hasil evaluasi efektivitas pesan konten aspek attention diperoleh 93% dinilai menarik, aspek readthroughness 48% konten menggunakan bahasa campuran, aspek cognitive sebanyak 65% konten imbauan, aspek affective didominasi konten yang menimbulkan rasa penasaran sebanyak 34%, aspek behavior sebanyak 46% konten mendorong kunjungan ke Kamo Pet Care. Analisis efektivitas promosi model AISAS menunjukkan bahwa aspek attention memiliki distribusi yang cukup baik. Sebanyak 47% konten menghasilkan lebih dari 50 pembelian. Nilai pada aspek share masih tergolong rendah yaitu dengan 41% konten hanya dibagikan kurang dari 10 kali. Nilai CRI yang dihasilkan tergolong pada kategori rendah artinya efektivitas promosi konten Instagram Kamo Pet Care perlu ditingkatkan. Untuk meningkatkan efektivitas promosi konten Instagram Kamo Pet Care perlu dilakukan pengoptimalan algoritma Instagram, peningkatan relevansi konten bagi audiens, serta memanfaatkan fitur iklan Instagram. Strategi imbalan konsumen seperti hadiah atau diskon dapat diterapkan untuk meningkatkan jumlah share. Memastikan respons cepat dari tim penjualan dapat mempertahankan konversi pembelian atau jumlah action.

The Pet Care industry in Indonesia has been experiencing rapid growth due to the increasing ownership of pets and pet owners’ growing awareness of their pets' needs. The rapid expansion of the Pet Care industry has led to an increasing number of businesses entering the market, intensifying competition in this sector. As a result, digital marketing strategies through social media, particularly Instagram, have become crucial for Pet Care businesses to reach customers. One such business affected by this trend is Kamo Pet Care. This study employs content analysis using both qualitative and quantitative This study analyzes the effectiveness of promotional content on Kamo Pet Care's Instagram in supporting the company’s Instagram marketing strategy. The research employs a content analysis method, with a sample of 244 Instagram posts from Kamo Pet Care, selected using purposive sampling from a total population of 1,413 posts. The study evaluates message effectiveness based on attention, readthroughness, cognitive, affective, and behavioral aspects, while also analyzing promotional effectiveness using the Attention, Interest, Search, Action, Share (AISAS) model. Data is analyzed through data coding, descriptive analysis, cross- tabulation testing, and the Customer Response Index (CRI). The results indicate that Kamo Pet Care’s Instagram content falls into two main categories: informational or entertaining content (73%) and promotional content (27%). In terms of format, 49% of the content consists of images, while 51% consists of videos. Informational content aims to provide education, recommendations, warnings, and entertainment, while promotional content focuses on offering Kamo Pet Care’s products and services. The message effectiveness evaluation revealed that 93% of the content was considered attractive (attention), 48% used mixed language (readthroughness), 65% contained recommendations (cognitive), 34% evoked curiosity (affective), and 46% encouraged visits to Kamo Pet Care (behavior). The AISAS model analysis showed that the attention aspect was well-distributed, with 47% of content generating more than 50 purchases. However, the share aspect remained relatively low, with 41% of the content shared fewer than ten times. The CRI value was categorized as low, indicating that the effectiveness of Kamo Pet Care’s Instagram promotions needs improvement. To enhance content marketing effectiveness, optimizing Instagram’s algorithm, increasing content relevance to the target audience, and leveraging Instagram ads are essential. Additionally, consumer incentives such as giveaways or discounts can be implemented to increase content sharing. Ensuring a fast response from the sales team can also help maintain purchase conversion rates or actions.