Optimalisasi ZMOT: strategi digital marketing untuk kesuksesan startup layanan penerjemah bahasa

Authors

  • Ayouvi Poerna Wardhanie Fakultas Teknlogi dan Informatika, Universitas Dinamika
  • Tan Amelia Fakultas Teknlogi dan Informatika, Universitas Dinamika
  • Intan Septy Dhamayanti Subroto Fakultas Teknlogi dan Informatika, Universitas Dinamika
  • Sandhika Cipta Bidhari Jurusan Akuntansi, Politeknik Negeri Jakarta

DOI:

https://doi.org/10.53088/jmdb.v6i2.2928

Keywords:

Digital Marketing, SOSTAC, Startup, Zero Moment of Truth

Abstract

This study aims to determine how to increase the Zero Moment of Truth (ZMOT) for a language translation startup through digital marketing strategies on Instagram. Using the SOSTAC framework, the plan integrates six core stages: situation analysis, objectives, strategy, tactics, action, and control. This approach was selected for its structured and detailed application of marketing communication elements, making it ideal for planning, branding, and expanding a new business's reach. The findings suggest that Instagram biographies must be clear and detailed, while content planning should be organized using Meta Business Suite and Google Spreadsheets. Key actions include posting content aligned with audience preferences, collaborating with relevant influencers, crafting captions with strategic hashtags, and implementing direct chat automation for real-time feedback. During the control phase, performance was measured through historical performance analysis, variability analysis, and opportunities for enhancement. These metrics led to the conclusion that understanding audience preferences and diversifying digital marketing tactics significantly and positively impacted monthly engagement levels, successfully strengthening the startup's digital presence and consumer trust

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Published

2026-08-28

How to Cite

Wardhanie, A. P., Amelia, T., Subroto, I. S. D., & Bidhari, S. C. (2026). Optimalisasi ZMOT: strategi digital marketing untuk kesuksesan startup layanan penerjemah bahasa. Journal of Management and Digital Business, 6(2), 1223–1243. https://doi.org/10.53088/jmdb.v6i2.2928

Issue

Vol. 6 No. 2 (2026): Journal of Management and Digital Business

Section

Articles

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Copyright (c) 2026 Ayouvi Poerna Wardhanie, Tan Amelia, Intan Septy Dhamayanti Subroto, Sandhika Cipta Bidhari

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