OPTIMALISASI PEMANFAATAN INSTAGRAM UNTUK MENINGKATKAN ENGAGEMENT DAN PENJUALAN PADA UNIT INCOME GENERATING UNIVERSITAS MA CHUNG

Abstract

This article is based on a six-month voluntary program conducted at the Income Generating Unit of Ma Chung University, focusing on optimizing Instagram as a platform to increase engagement and sales. The main problems identified were monotonous content, unappealing captions, and underutilization of interactive Instagram features. By implementing creative content planning, informative captions, and maximizing features such as polls, stories, and quizzes, a significant increase in engagement was observed across five business unit Instagram accounts, including PITCH, MAVEO, and Machung Merch. Furthermore, a positive impact was noted on sales performance, particularly for the PITCH unit. These findings indicate that strategic use of social media can make a real contribution to achieving digital marketing goals.