Analisis Peran Instagram Kemendukbangga/BKKBN Jatim dalam Meningkatkan Hubungan dengan Masyarakat melalui Strategi Customer Relationship Management (CRM)

Wilis Arum Karunia, Ilham Ilham

Abstract


Instagram plays a strategic role in strengthening the relationship between BKKBN East Java and the public through Customer Relationship Management (CRM) strategies. This study aims to analyze the effectiveness of Instagram in enhancing public engagement with family planning and population programs. The research employs a qualitative case study approach, with primary data obtained through in-depth interviews with the BKKBN communication team and secondary data derived from Instagram insights from January to February 2025. The findings indicate a significant increase in impressions, reached accounts, and profile activity. However, engagement metrics such as likes, comments, and shares remain suboptimal. Factors like interaction personalization, content consistency, and digital engagement strategies pose key challenges in implementing social media-based CRM. Therefore, BKKBN East Java is advised to enhance storytelling approaches, conduct regular live interactive sessions, and optimize Instagram insights analysis to align content strategies with audience preferences. This study is expected to serve as a reference for other government agencies in developing more effective digital communication strategies. Future research should consider expanding the scope to other social media platforms and employing quantitative methods to assess the impact of digital interactions on public awareness and participation.


Keywords


Customer Relationship Management (CRM); Instagram; Public Engagement; Social Media Strategy

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References


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DOI: https://doi.org/10.17509/manajerial.v24i1.82614

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