SINERGI STRATEGI KONTEN DAN OPTIMASI MEDIA DALAM MENINGKATKAN KEBERHASILAN KAMPANYE MEDIA SOSIAL
Keywords:
Content Strategy; Media Optimization; Content Performance; Campaign Success; Digital Marketing
Abstract
This study aims to analyze the synergy between Content Strategy and Media Optimization in enhancing the success of social media campaigns, with Content Performance as a mediating variable. The research is motivated by the challenges digital agencies face in dealing with content saturation and dynamic algorithms, where high content production often does not correlate with campaign success. Using a quantitative approach through a case study design at MAVA Digital Marketing Agency, data were collected via questionnaires from the creative and campaign management teams. Data analysis was conducted using the Structural Equation Modeling approach via Partial Least Squares (PLS-SEM). The results indicate that a well-defined content strategy and precise media optimization significantly improve micro-level content performance. The key findings confirm that Content Performance serves as a crucial mediating bridge in transforming strategic inputs into macro-level campaign success. The study’s conclusion provides practical implications for digital agencies to integrate creative planning with distribution techniques to achieve optimal
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Budiarto, A. J., Heptariza, A., Prasiani, N. K., Digital, B., Digital, B., & Digital, B. (2025). ANALISIS PENGARUH ADVERTISING DAN BRAND IMAGE TERHADAP NIAT PEMBELIAN ONLINE PADA MARKETPLACE FACEBOOK DI BALI. 2.
Chaffey, D., Cha, D., & Patron, M. (2012). From web analytics to digital marketing optimization: Increasing the commercial value of digital analytics. August 2011. https://doi.org/10.1057/dddmp.2012.20
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson Education Limited.
Dea, L., Anggita, N., & Intention, P. (2025). Peran Trust Memediasi Pengaruh Social Media Marketing Terhadap Purchase Intention. 3, 1–13.
Hikmah, N., Mutalib, A., & Marzuki, S. N. (2025). Pengaruh Inovasi Produk dan Promosi melalui Strategi Konten Kreatif di Media Sosial terhadap Kinerja UMKM yang bersertifikasi Halal di kabupaten Bone. 6(9), 4003–4014.
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, 117–127. https://doi.org/10.1016/j.indmarman.2015.04.009
Järvinen, J., & Karjaluoto, H. (2020). The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, 117–127. https://doi.org/10.1016/j.indmarman.2015.04.009
Kamboj, S., Sarmah, B., Gupta, S., & Dwivedi, Y. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. International Journal of Information Management, 39(March 2017), 169–185. https://doi.org/10.1016/j.ijinfomgt.2017.12.001
Khairunnisa, Kurniawan, D., Ibrahim, A., & Ruskan, E. L. (2023). Analisis Pengaruh Strategi Konten Sosial Media Terhadap Aplikasi Layanan Streaming. 12(1), 4300–4318.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley. https://lccn.loc.gov/2020046416
Kumar, V., Gupta, S., & Kumar, V. (2016). Conceptualizing the Evolution and Future of Advertising. 3367. https://doi.org/10.1080/00913367.2016.1199335
Lou, C., & Xie, Q. (2021). Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty. International Journal of Advertising, 40(3), 376–402. https://doi.org/10.1080/02650487.2020.1788311
Made, D., Purnama, F., Ayu, I., & Martini, O. (2025). Mediating Role of Advertisement Credibility in Beauty Influencer Trust and Local Balinese Skincare Purchases. 2022, 45–58.
Made, L., Juliantari, P., Ngurah, P., Yasa, S., Luh, N., & Indiani, P. (2019). The Effect of Green Marketing and Consumers' Attitudes on Brand Image and Consumers' Purchase Intention of Green Products in Denpasar. 6, 8–14.
Mia, F., Yulia, N., & Syihabbudin, M. (2026). Evaluasi Strategi Konten Digital Berdasarkan Kinerja Media Sosial Platform Instagram dan Tiktok. November 2025.
Nugraha, F. A., & Saputra, H. (2025). Analisis Strategi dan Dampak Content Marketing Terhadap Engagement Pada Akun Instagram @indibiz.sumatera. 8(2), 1541–1548.
Oyagi, S., & Darma, G. S. (2021). Transformasi Digital Sektor Layanan Medis dan Purchase Intention Konsumen di Era New Normal. Faculty of Economics and Business Udayana University, Volume 15.
Pramudya, A., Savitri, C., & Faddila, S. P. (2025). Analisis Strategi Konten Marketing Media Sosial Instagram Pada UMKM Food Familys. Indonesian Journal of Digital Business, 5(September), 759–772.
Putri, O. B., & Asnusa, S. (2025). Peran Kualitas Konten dalam Strategi Content Marketing untuk Meraih Engagement Tinggi di Instagram dan TikTok Honda Pramuka. 5, 5430–5441.
Qurananda, A. C., & Giantari, I. G. A. K. (2020). Peran Customer Value dalam Memediasi Pengaruh Monetary Sacrifice dan Service Benefit Terhadap Repurchase Intention. Faculty of Economics and Business Udayana University, Volume 14. https://ojs.unud.ac.id/index.php/jmbk/article/view/52288/33777
Sabyla, F. A., Info, A., Konten, P., & Specialist, G. (2025). Strategi Perencanaan Konten dalam Manajemen Media Sosial Instagram Klien @bikinwebsite.co di PT Lopokopi Digital Shankara. 14(2).
Sutariningsih, N. M. A., & K, I. G. N. J. A. W. (2021). PERAN BRAND AWARENESS MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION. 10(2), 145–164.
Tandon, A., Dhir, A., Kaur, P., Kushwah, S., & Salo, J. (2020). Behavioral reasoning perspectives on organic food purchase. Appetite, 154(June), 104786. https://doi.org/10.1016/j.appet.2020.104786
Trainor, K. J., Mick, J., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201–1208. https://doi.org/10.1016/j.jbusres.2013.05.002
Voorveld, H. A. M., Noort, G. Van, Muntinga, D. G., & Bronner, F. (2018). Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. 3367. https://doi.org/10.1080/00913367.2017.1405754
Published
2026-07-24
How to Cite
Ni Putu Anna Saphira, Ni Kadek Suryani, & Anita Heptariza. (2026). SINERGI STRATEGI KONTEN DAN OPTIMASI MEDIA DALAM MENINGKATKAN KEBERHASILAN KAMPANYE MEDIA SOSIAL. Didaktik : Jurnal Ilmiah PGSD STKIP Subang, 12(03), 331 - 353. https://doi.org/10.36989/didaktik.v12i03.16496
Section
Articles
