Strategi Promosi Pre-Order Buku melalui Instagram pada Penerbit Bukune

Abstract

Penelitian ini berfokus pada strategi promosi pre-order buku melalui Instagram yang dilakukan oleh Penerbit Bukune. Iindustri penerbitan yang semakin kompetitif saat ini menjadikan Instagram dimanfaatkan sebagai media utama untuk memperkenalkan buku, membangun interaksi dengan audiens, serta mendorong minat baca dan keputusan pembelian selama periode pre-order. Keberhasilan promosi tersebut tidak hanya ditentukan oleh penyampaian informasi, tetapi juga oleh kesesuaian strategi dengan karakteristik pasar, penulis, dan target audiens.

Penelitian ini bertujuan untuk menganalisis strategi promosi pre-order buku melalui Instagram pada Penerbit Bukune, menganalisis kolaborasi antara penerbit dan penulis dalam pelaksanaan promosi, serta menganalisis respon audiens terhadap penerapan strategi promosi. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara, observasi akun Instagram Bukune, dan dokumentasi. Data dianalisis menggunakan model interaktif melalui proses kondensasi data, penyajian data, dan penarikan kesimpulan dengan kerangka analisis SOSTAC (Situation Analysis, Objectives, Strategy, Tactics, Action, dan Control).

Hasil penelitian menunjukkan bahwa strategi promosi pre-order Penerbit Bukune telah diterapkan secara terstruktur melalui tahapan SOSTAC. Analisis situasi dilakukan dengan mempertimbangkan kondisi internal perusahaan, kondisi pasar, pemilihan media promosi, serta karakteristik penulis sebagai dasar penyusunan strategi. Pelaksanaan promosi dilakukan melalui kolaborasi antara penerbit dan penulis dengan memanfaatkan berbagai fitur Instagram, seperti Feed, Reels, Story, Live, Broadcast Channel, Collaboration Post, serta program pendukung lainnya untuk meningkatkan jangkauan promosi dan keterlibatan audiens. Evaluasi dilakukan melalui Instagram Insight, capaian penjualan, serta analisis respon audiens pada kolom komentar. Hasil penelitian menunjukkan bahwa strategi promosi yang diterapkan mampu membangun awareness, meningkatkan engagement, dan mendorong transaksi pre-order, sementara respon audiens didominasi oleh antusiasme dan interaksi positif yang menunjukkan penerimaan yang baik terhadap pelaksanaan promosi.

This study focuses on the pre-order book promotion strategy implemented by Bukune Publishing through Instagram. In the increasingly competitive publishing industry, Instagram serves as the primary platform to introduce books, build audience engagement, and encourage reading interest as well as purchasing decisions during the pre-order period. The effectiveness of the promotion depends not only on the delivery of promotional messages but also on the alignment of the strategy with market characteristics, authors, and the target audience.

This study aims to analyze Bukune Publishing's pre-order book promotion strategy on Instagram, examine the collaboration between the publisher and authors in implementing promotional activities, and analyze audience responses to the implemented promotion strategy. This research employed a descriptive qualitative approach, with data collected through interviews, observation of Bukune's Instagram account, and documentation. The data were analyzed using the interactive model through data condensation, data display, and conclusion drawing, with the SOSTAC model (Situation Analysis, Objectives, Strategy, Tactics, Action, and Control) serving as the analytical framework.

The findings indicate that Bukune Publishing implemented a structured pre order promotion strategy based on the SOSTAC framework. Situation analysis considered the company's internal conditions, market characteristics, promotional media, and author profiles as the foundation for developing promotional strategies. The implementation of the promotion involved close collaboration between the publisher and authors while utilizing various Instagram features, including Feed, Reels, Stories, Live, Broadcast Channel, Collaboration Posts, and supporting promotional programs to enhance audience reach and engagement. The evaluation process was conducted through Instagram Insights, pre-order sales performance, and audience response analysis based on Instagram comments. Overall, the promotion strategy successfully increased awareness, audience engagement, and pre-order transactions, while audience responses were predominantly positive, reflecting strong acceptance of the implemented promotional strategy.