ANALISIS STRATEGI SOSIAL MEDIA MARKETING JASAEDITVIDEOO DALAM UPAYA PENGEMBANGAN PASAR (Studi Kasus Pada Instagram Agensi Jasaeditvideoo di Kota Bandung)

Abstract

This study aims to analyze the social media marketing strategy implemented by the creative agency Jasaeditvideoo (JEV) on Instagram and formulate an optimization model to support its market development from individual retail (B2C) to corporate (B2B) and governmental (G2B) segments in Bandung. Utilizing a qualitative descriptive case study design, this research employs purposive sampling to gather insights from eight key informants, including JEV’s internal management (Owner, HR, Senior Editor, and Admin Lead) and four external clients spanning both B2C and B2B categories. Data collection was conducted through in-depth interviews, participant observations, and documentation of JEV's 2025 performance metrics. The collected data was analyzed using the interactive model of Miles and Huberman, with validity secured via source, technique, and time triangulation. The findings reveal a critical "viral vanity paradox," wherein peak reach metrics (82,000 views in December 2025) yielded a record-low conversion rate of 0.139% (114 closings) due to non-segmented, entertainment-driven content that attracted low-purchasing-power audiences. Furthermore, structural expansion is severely hindered by habitual-based workflows, lack of Standard Operating Procedures (SOPs), and inadequate legal-administrative structures required by institutional clients. Against generative AI disruptions, JEV’s unique value proposition lies in human-centric storytelling and legal-civil accountability. To secure sustainable growth, this study formulates a comprehensive SOP matrix integrated with a progressive monitoring, evaluation, and punishment framework, transitioning JEV's operations from informal habits to systemic, high-trust professional solutions.