Strategi Kreatif Digital Content Akun Instagram @Ilovelampung Sebagai Media Informatif Provinsi Lampung

Authors

  • Hagi Julio Salas Universitas Muhammadiyah Kotabumi Lampung Utara
  • Della Monica Universitas Muhammadiyah Kotabumi Lampung Utara
  • Arif Budianto Universitas Muhammadiyah Kotabumi Lampung Utara
  • Muhammad Al Ghiyats Yudho Pratama Universitas Muhammadiyah Kotabumi Lampung Utara
  • Ramdhan Azwar Renata Universitas Muhammadiyah Kotabumi Lampung Utara

DOI:

https://doi.org/10.37092/khabar.v7i1.1097

Keywords:

Digital Content, Instagram, Marketing Communication, SOSTAC, Agenda Setting

Abstract

New media, particularly social media platforms like Instagram, have become strategic marketing communication tools. Instagram offers a variety of engaging features that allow users to share information in the form of text, photos, and videos. This study examines the communication strategy used in the content of the Instagram account @ilovelampung, which provides information about Lampung Province. By employing the SOSTAC model (Situation Analysis, Objectives, Strategy, Tactics, Action, and Control), this research aims to identify and understand the content communication strategy implemented by @ilovelampung. The agenda-setting theory is applied to analyze how the objectives and role of @ilovelampung's content contribute to shaping public opinion about Lampung Province. This study adopts a qualitative descriptive method. The findings reveal that the digital content strategy of @ilovelampung, utilizing the SOSTAC marketing communication model, has effectively enhanced awareness and attractiveness toward Lampung Province. The account employs 11 strategies and 9 tactics to achieve its objectives. @ilovelampung strategically establishes specific agendas in each piece of content, primarily aimed at countering negative perceptions about Lampung Province. It does so by highlighting positive elements such as natural beauty, cultural heritage, culinary attractions, and local SMEs, thereby shaping a more favorable image of Lampung among the broader public.

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Published

2025-06-30

How to Cite

Hagi Julio Salas, Della Monica, Arif Budianto, Muhammad Al Ghiyats Yudho Pratama, & Ramdhan Azwar Renata. (2025). Strategi Kreatif Digital Content Akun Instagram @Ilovelampung Sebagai Media Informatif Provinsi Lampung. Jurnal Khabar: Komunikasi Dan Penyiaran Islam, 7(1), 67–87. https://doi.org/10.37092/khabar.v7i1.1097

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Articles