Implementasi optimalisasi strategi pemasaran digital pada live streaming akun Instagram Kelana Kids menggunakan HBR marketing strategy formulation framework
DOI:
https://doi.org/10.53088/jmdb.v6i2.2195Keywords:
Digital Marketing Strategy, Live streaming, HBR Marketing StrategyAbstract
Engagement rate is a key indicator of success in digital marketing strategies, particularly on Instagram. This study aims to address the low engagement rate of the Kelana Kids Instagram account through the HBR Marketing Strategy Formulation Framework. The study adopts an action research approach. Data were collected through participatory observation, interviews, documentation, and analysis of viewer retention rate and engagement rate. Findings indicate that low audience engagement resulted from the absence of structured live streaming procedures and operational guidelines. The intervention involved developing a Live streaming Handbook, defining person-in-charge (PIC) roles, and implementing Trello as a coordination tool. The implementation showed an increase in engagement rate from 0.03% to 0.16%, alongside an average viewer retention rate improvement of 28.15% and enhanced team involvement in live streaming execution. These findings suggest that structured and interactive marketing strategies may enhance audience engagement. This study extends the application of the HBR Marketing Strategy Formulation Framework to digital live streaming strategies for social media–based SMEs.
References
Arisman, R., & Salehudin, R. (2022). Does live stream selling affect customer engagement and purchase intention? The Shopee Live platform case study. Journal of Marketing Science Research, 34(2), 88-104. https://doi.org/10.2139/ssrn.3526140
Brodie, R. J., Lim, W. M., Gandhi, S., & Manrai, A. K. (2025). Guidelines for Developing a New Research Stream: Lessons from Customer Engagement Research. Journal of Global Marketing, 38(1), 1–8. https://doi.org/10.1080/08911762.2025.2441543
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy and Implementation. Pearson Education.
Coghlan, D., & Brannick, T. (2005). Doing action research in your own organization (2nd ed.). SAGE Publications.
Drumwright, M. E., & Kosnik, T. J. (1989). Marketing Strategy Formulation In The Classroom: A New Approach. Harvard Business School.
Fadhilah, D., Satyanegara, D., & Pertiwi, W. N. B. (2023). Optimalisasi strategi pemasaran melalui media sosial bagi UMKM kopi Dadaman Desa Citaman Banten. Jurnal Pemberdayaan Masyarakat Universitas Al Azhar Indonesia, 6(1), 99–110. https://doi.org/10.36722/jpm.v6i1.2268
Gupta, R., Kumar, V., Kaushik, A. K., Gupta, D. D., & Sindhwani, R. (2023). Investigating the Impact of Online Brand Communities on Online Customer Engagement and Brand Loyalty. Journal of Global Marketing, 36(4), 319–338. https://doi.org/10.1080/08911762.2023.2180789
Hollebeek, L. D., Sprott, D. E., Andreassen, T. W., Costley, C., Klaus, P., Kuppelwieser, V., ... & Rather, R. A. (2019). Customer engagement in evolving technological environments: synopsis and guiding propositions. European Journal of Marketing, 53(9), 2018-2023. https://doi.org/10.1108/EJM-09-2019-970
Hootsuite. (2025). Social media for education: Q1 2025 benchmarks + new data Retrieved from https://www.hootsuite.com
Huang, Q., Xiao, S., & Zhuang, C. C. (2022). The heterogeneous impact of COVID-19 in a two-sided market: evidence from a live-streaming platform. Applied Economics, 54(49), 5670–5689. https://doi.org/10.1080/00036846.2022.2048787
Kamila, J. S., & Marzuq, M. F. (2023). Asana and Trello: A Comparative Assessment of Project Management Capabilities. International Journal on Informatics Visualization, 8(1), 207–212. https://doi.org/10.62527/joiv.8.1.2595
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lestari, P. A., Alexandri, M. B., & Chan, A. (2025). Optimalisasi social media marketing Instagram pada PT Amati Indonesia. Journal of Marketing and Digital Business, 6(2), 54-68. https://doi.org/10.38035/jmpis.v6i2
Li, M., Wang, Q., & Cao, Y. (2022). Understanding Consumer Online Impulse Buying in Live Streaming E-Commerce: A Stimulus-Organism-Response Framework. International Journal of Environmental Research and Public Health, 19(7), 4378. https://doi.org/10.3390/ijerph19074378
Li, Y., Li, X., & Cai, J. (2021). How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective. Journal of Retailing and Consumer Services, 60, 102478. https://doi.org/10.1016/j.jretconser.2021.102478
Liu, X., Zhang, L., & Chen, Q. (2022). The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust. Frontiers in Psychology, 13, 995129. https://doi.org/10.3389/fpsyg.2022.995129
Madya, S. (2006). Teori dan Praktik Penelitian Tindakan. Alfabeta.
Nuraini, R., Putra, A. F., Prianita, N. S., & Edora, E. (2024). Pemanfaatan Fitur Live Streaming Untuk Meningkatkan Penjualan Produk Gio Saverino Di Shopee Live. Karya: Jurnal Pengabdian Kepada Masyarakat, 4(2), 106–112. https://jurnalfkip.samawa-university.ac.id/KARYA_JPM/article/view/727
Ogundare, J., & van der Merwe, S. (2024). The role of competitor orientation and proactiveness in competitive advantage for small- and medium-sized enterprises performance. The Southern African Journal of Entrepreneurship and Small Business Management, 16(1), 786. https://doi.org/10.4102/sajesbm.v16i1.786
Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of The Academy of Marketing Science, 45(3), 294-311. https://doi.org/10.1007/s11747-016-0485-6
Rahmawati, A., Untari, S. I., Lukitaningrum, K., Istia, M. N., & Al Bakri, M. J. (2025). Literature Review: Evolusi Strategi Pemasaran Digital Dalam Era Teknologi Informasi. Gemilang: Jurnal Manajemen dan Akuntansi, 5(2), 503-512. https://doi.org/10.56910/gemilang.v5i2.2468
Smith, A. (2021). Interactive marketing and live streaming trends: Creating two-way communication with audiences. Journal of Digital Marketing Trends, 9(2), 45–57. https://doi.org/10.1111/jdmt.2021.9.2.45
Statista. (2023). Number of social media users worldwide from 2017 to 2023. Retrieved from https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (Edisi ke-14). Alfabeta.
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Sofia Khodijah, Lina Aulina, Tetty Herrawaty, Cecep Safa’atul Barkah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
The author(s) retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a CC BY-SA 4.0 license that allows others to remix, adapt, and build upon the work even for commercial purposes, as long as they credit the author(s) and license their new creations under the identical terms.
License details: https://creativecommons.org/licenses/by-sa/4.0/
