Prioritization Analysis of Instagram Digital Marketing Strategy HMBD Telkom Purwokerto with SWOT and AHP Methods
Abstract
The digital era has changed the paradigm of student organization communication, which needs to optimize digital marketing strategies to increase visibility and engagement. Instagram, with 90.18 million users in Indonesia, is a potential strategic platform but requires a systematic approach in determining strategic priorities. This study aims to determine the optimal digital marketing strategy priorities for the Instagram account @hmbd.telkompurwokerto through an integrated approach combining SWOT Analysis and the Analytical Hierarchy Process (AHP). The research method employs a mixed-method approach with a single-case study design, involving in-depth observation, structured interviews, and focus group discussions for SWOT analysis, as well as pairwise comparisons with 4–5 hmbd committee members for AHP implementation. The research results are expected to identify the main strengths, namely institutional credibility and the quality of educational content; the main weaknesses, namely budget constraints and inconsistent posting schedules; the greatest opportunities in stakeholder collaboration and new Instagram features; and the main threats, namely dynamic algorithms and content saturation. The criteria “Content Quality & Relevance” and “Audience Engagement Strategy” are predicted to have the highest weight of importance in AHP. The research contributes theoretically through a SWOT-AHP integration model for student organization digital marketing and practically through an implementable strategic roadmap that can be adapted by other student organizations.
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