PENGELOLAAN MEDIA SOSIAL INSTAGRAM PT. TOYOTA ASTRA FINANCIAL (TAF) MEDAN SEBAGAI MEDIA INFORMASI

Aulia Anggraini Girsang, Nim 7213550001 “Instagram Social Media
Management of PT. Toyota Astra Financial (TAF) Medan as Information
Media” Thesis, Management Department, Digital Business Study Program,
Faculty of Economics, State University of Medan 2025.
In the digital era, the use of social media as a communication and marketing tool is
becoming increasingly important for companies. PT. Toyota Astra Financial (TAF)
Medan as one of the automotive financing companies in Indonesia has an Instagram
account as a means of information to customers. However, suboptimal social media
management is an obstacle in increasing brand awareness and the effectiveness of
information delivery. This study aims to analyze the Instagram social media
management strategy of PT. TAF Medan as an information medium by
implementing the concept of content marketing. The implementation of content
marketing is carried out using a strategy of target market mapping, content ideas
and planning, content creation, content distribution, content strengthening, content
evaluation, and content improvement. The indicators used to determine the success
of content implementation using Instagram Insight data are; accounts reached,
accounts engaged, and total followers. This study uses descriptive qualitative data
analysis techniques of Miles & Huberman's theory, including; documentation,
observation, and semi-structured interviews. The results of the study show that the
management of Instagram social media on the @taf.medanbranch account was
successfully managed using the content marketing strategy proposed by Kotler,
Kartajaya and Setiawan by looking at the success of the indicators. This can be seen
from Instagram Insight data which shows accounts reached (Account reach level)
reaching 5,948 accounts, accounts engaged (Interaction level) 208 interactions, and
a total of 156 followers. The implementation of content marketing strategies
through the preparation of content planning, utilization of Instagram features, and
increasing interaction with the audience can be a solution to increasing the
effectiveness of information delivery and customer engagement.