Analisis Konten Instagram sebagai Sarana Promosi Jasa Gadai pada PT Mitra Gadai Mataram
DOI:
https://doi.org/10.61722/jiem.v4i11.12983Keywords:
Content analysis; Instagram; Pawn service; Promotional; Social mediaAbstract
Advances in digital technology have changed how compaines communicate with their customers, and social media is now widely used to intoduce products and services. This kind of communication matters for pawn services, because customers must hand over collateral and need clear information about the procedure, the types of collateral accepted, and their funding needs. Earlier studies, however, mostly examined the effect of social media marketing on brand awareness, purchase intention, or purchase decisions, and little work has describe the promotional content that pawn companies actually publish. This study aims to describe how PT Mitra gadai Mataram, a pawn service company, uses instagram as a promotional medium by looking at content types and themes, how promotional message are delivered, and engagement metrics as supporting data. We used a descriptive qualitative approach with content analysis on 58 instagram contents (30 Reels and 28 feed posts) from the company’s account. Data were collected through observation and documentation, coded by content category, theme, format, and delivery style, and analysed through data reduction, data display, and conclusion drawing. The contents fell into five categories: soft selling (16 contents, 27,6%), service promotion (15,25.9%), service education (12,20.7%), entertainment and trends (9, 15.5%) and operational information and special moments (6, 10.3%). Entertainment content appeared only in Reels and had the highest median views among Reels categories (1,083), while most feed posts were single images (26 of 28). Promotional messages were delivered directly through education, promotion, and operational information, and indirectly through soft selling, humor, skits, and trends. Audience comments were rare: only 8 of 30 Reels and 1 of 28 feed posts received any, which suuggests that the account works mainly as a one-way communicational channel. The findings can help the company evaluate and plan its promotional content. This study only describes the ontent and does not test the effect of instagram on customer interest.
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