Analisis Insight Instagram Business untuk Pengambilan Keputusan Bisnis yang Lebih Cerdas

  • Mirza Putri Andita Institut Teknologi dan Bisnis PalComTech
  • Mutiara Lusiana Annisa Institut Teknologi dan Bisnis PalComTech
  • Trinoviyanti Trinoviyanti Institut Teknologi dan Bisnis PalComTech
  • Setia Pramono Institut Teknologi dan Bisnis PalComTech

Abstract

The utilization of social media, particularly Instagram Business, has emerged as an integral strategy in supporting the sustainability of a business, especially SME. The information provided by Insight Instagram Business, such as statistics of reached audience and profile of audience visiting business Instagram accounts, can be a valuable tool for business owners to optimize marketing or other business strategies. This research aims to evaluate the impact of using Insight on Instagram Business as a tool that supports the business decision making process on the growth of business performance. The research method used in this research is distributing questionnaires to 100 MSME business owners or Instagram admins, who actively use the Insight feature on Instagram. The findings indicate that both comprehension and utilization of data from Insight in Instagram Business independently have a positive impact on business performance.

References

[1] Alfajri, M. F., Adhiazni, V., & Aini, Q. 2019. Pemanfaatan Social Media Analytics Pada Instagram Dalam Peningkatan. Interaksi: Jurnal Ilmu Komunikasi, 8(1), 34. https://doi.org/10.14710/interaksi.8.1.34-42.
[2] Azzah, N. 2021. Pengaruh Faktor Eksternal Terhadap Kinerja Umkm Melalui Faktor Internal ( Studi Kasus Pada Umkm Bordir Di Kabupaten Pasuruan ). Jimfeb, 10(2), 1–26.
[3] Ekawati, R. K. 2022. Analisis Pemanfaatan Akun Bisnis Instagram dalam Peningkatan Penjualan pada Gerai XYZ.Co. JuSiTik : Jurnal Sistem Dan Teknologi Informasi Komunikasi, 3(2), 23–31. https://doi.org/10.32524/jusitik.v3i2.497.
[4] Ferdinand, A. 2014. Metode Penelitian Manajemen Edisi 5. Badan Penerbit Universitas Dipenogoro.
[5] Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. 2014. Multivariate data analysis, Seventh Edition. Pearson Education Limited Harlow, Essex.
[6] Hamdi, K., Yadewani, D., & Wijaya, R. 2021. Media Sosial Instagram Dalam Mendukung Promosi Usaha Sebagai Sebuah Pilihan Atau Paksaan. Jurnal Pustaka Mitra (Pusat Akses Kajian Mengabdi Terhadap Masyarakat), 1(2), 73–77.
[7] Instagram. 2021. How to Use Instagram’s Audience Insights to Improve Your Next Ad. Instagram. https://business.instagram.com/blog/instagram-insights-audience-engagement-demographics, diakses pada tanggal 21 Desember 2023.
[8] Maharani, S., & Cahyani, L. 2023. Analisis Pengembangan Konten Media Sosial pada Instagram PT. Telekomunikai Indonesia, Tbk Bandung Tahun 2022. EProceedings …, 9(2), 579–583. https://openlibrarypublications.telkomuniversity.ac.id/index.php/appliedscience/article/view/19846%0Ahttps://openlibrarypublications.telkomuniversity.ac.id/index.php/appliedscience/article/view/19846/19212.
[9] Mastarida, F. 2022. Dampak Penggunaan Sosial Media Terhadap Kinerja Bisnis. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 3(3), 468–473. https://doi.org/10.47065/ekuitas.v3i3.1188.
[10] Novita, D., & Yuliani, N. 2021. Pemanfaatan Instagram di Dalam Mengelola Bisnis Online bagi UMKM Forum Ilmiah. Forum Ilmiah, 18(1), 55.
[11] Rahmadita, N. A., Wibawa, B. M., & Hakim, M. S. 2018. Identifikasi Permasalahan Pemanfaatan Data sebagai Dasar Pengambilan Keputusan Bisnis pada UMKM Sektor Jasa: Kasus di Surabaya. Jurnal Sains Dan Seni ITS, 7(1). https://doi.org/10.12962/j23373520.v7i1.28529.
[12] Santoso, A. P., Baihaqi, I., & Persada, S. F. 2017. Pengaruh Konten Post Instagram terhadapOnline Engagement: Studi Kasus pada LimaMerek Pakaian Wanita. Jurnal Teknik Its, 6(1), 217–221.
[13] Sari, lilma Y., & Tores, R. 2022. Pengaruh Promosi Terhadap Peningkatan Volume Penjualan Pada Alfa Studio Sekayu. MDP Student Conference, 1(1), 61-67.
[14] Sugiyono. 2019. Metodelogi Penelitian Kuantitatif dan Kualitatif Dan R&D. Alfabeta.
[15] Tarsakoo, P., & Charoensukmongkol, P. 2019. Contribution of Marketing Capability to Social Media Business Performance. Asean Journal of Management & Innovation, 6(1), 75–87. https://doi.org/https://doi.org/10.14456/ajmi.2019.6.
[16] Trianto, G. A., Sihotang, T. Y., Marzuki, M. F., & Irsyad, H. 2023. Klasifikasi Opini Terhadap Resesi Indonesia 2023 pada Twitter Menggunakan Algoritma Decesion Tree. MDP Student Conference, 2(1), 1–9. https://doi.org/10.35957/mdp-sc.v2i1.3997.
Published
2024-04-30