Pengembangan Promosi Digital melalui Media Sosial Instagram pada PT Bin Qasim Safar Imani Kota Bogor

Abstract

Promosi digital melalui Instagram menjadi salah satu media pemasaran jasa. PT Bin Qasim Safar Imani telah memanfaatkan Instagram sebagai media promosi layanan umroh dan halal tour, namun pengelolaannya belum memiliki standar visual, jadwal unggahan yang konsisten, dan Standar Operasional Prosedur (SOP). Penelitian ini bertujuan mengidentifikasi kondisi pengelolaan Instagram, menganalisis persepsi calon pelanggan terhadap konten, serta menyusun rancangan pengembangan promosi digital. Penelitian dilaksanakan di PT Bin Qasim Safar Imani Kota Bogor pada Januari–April 2026 menggunakan pendekatan deskriptif kualitatif dan kuantitatif. Data dikumpulkan melalui observasi, wawancara, dokumentasi, dan kuesioner terhadap 100 responden, kemudian dianalisis secara deskriptif menggunakan pendekatan design thinking. Hasil penelitian menunjukkan bahwa pengelolaan Instagram belum optimal karena belum memiliki pedoman visual dan SOP serta pemanfaatan fitur Instagram masih terbatas. Penelitian menghasilkan standar visual, Template konten, dan SOP engelolaan Instagram untuk meningkatkan konsistensi konten, memperkuat identitas digital perusahaan, dan mendukung promosi digital.

Digital promotion through Instagram has become an important marketing strategy. PT Bin Qasim Safar Imani has utilized Instagram to promote its Umrah and halal tourism services; however, its account management lacks visual standards, a consistent posting schedule, and Standard Operating Procedures (SOP). This study aimed to identify the current condition of the company's Instagram management, analyze prospective customers' perceptions of its content, and develop a digital promotion strategy. The study was conducted at PT Bin Qasim Safar Imani, Bogor City, from January to April 2026 using descriptive qualitative and quantitative approaches. Data were collected through observation, interviews, documentation, and questionnaires administered to 100 respondents and analyzed descriptively using the design thinking approach. The study produced visual standards, content Templates, and SOP for Instagram management to improve content consistency, strengthen the company's digital identity, and enhance digital promotion.