Digital Marketing Communication Strategy of MSMEs Through Instagram: An Analysis of the Circular Model of SOME and Marketing Communication Mix in Rhamala Vazha Indonesia

Abstract

This study examines the implementation of digital marketing communication strategies by Micro, Small, and Medium Enterprises (MSMEs), focusing on Rhamala Vazha Indonesia through its Instagram account, @rhamalahijabku. The research aims to analyze how digital communication is managed using the Circular Model of SOME and the marketing communication mix framework. A qualitative descriptive method with a post-positivist paradigm is employed to explore the phenomenon in depth. Data were collected through online observation and in-depth interviews with relevant informants, including business owners and digital media administrators. The findings indicate that Instagram serves as the primary platform for delivering marketing messages, building brand identity, and fostering interaction with consumers. The implementation of the Circular Model of SOME demonstrates a systematic and sustainable communication process through the stages of share, optimize, manage, and engage. In addition, the marketing communication mix is applied comprehensively, integrating advertising, sales promotion, events and experiences, public relations, interactive marketing, mobile marketing, direct marketing, and personal selling within a unified digital ecosystem. The study concludes that the success of digital marketing communication in MSMEs is not solely determined by the use of social media platforms but by the strategic ability to manage content, understand audience behavior, and integrate communication elements effectively. This research contributes to the development of digital marketing communication studies, particularly in the context of MSMEs utilizing social media as a primary marketing tool.