Issue

Vol. 12 No. 2 (2025): December

Date Log

Submitted
26 May 2025
Accepted
8 July 2026
Published
31 December 2025

Copyright (c) 2025 Aldiansyah Trisaputra, Ujang Sumarwan, Budi Suharjo (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

The Effectiveness of Pet-Care Instagram Content Promotion and its Implications for Marketing Strategy

https://doi.org/10.24252/minds.v12i2.57164
Aldiansyah Trisaputra
IPB University, Indonesia
Ujang Sumarwan
IPB University, Indonesia
Budi Suharjo
IPB University, Indonesia

Corresponding Author(s) : Aldiansyah Trisaputra

[email protected]

Jurnal Minds: Manajemen Ide dan Inspirasi, Vol. 12 No. 2 (2025): December

Abstract

This study examines the effectiveness of Instagram content marketing strategies used by Kamo Pet Care, a rapidly growing pet care business in Indonesia. Contributing to the literature on digital marketing in emerging markets, this research applies a mixed-method content analysis to 244 Instagram posts (October 2023–2024), integrating the AISAS model and Direct Rating Method to assess content performance. Findings reveal that informational and entertainment content (73%) dominates over promotional posts, with effective use of both image (49%) and video (51%) formats. While 93% of posts succeed in capturing attention and evoke positive affective responses such as curiosity and happiness, only 0.08% of users complete the full AISAS journey. The study highlights a strong conversion rate (47% of promotional posts lead to purchases) but low content sharing (41% with <10 shares). Managerial implications suggest rebalancing content types, using edutainment, increasing shareability, and applying strategic scheduling to boost engagement and retention.

 

Keywords

Content Analysis AISAS Model Pet-Care Industry Social Media Effectiveness Customer Response Index
Trisaputra, A., Sumarwan, U., & Suharjo, B. (2025). The Effectiveness of Pet-Care Instagram Content Promotion and its Implications for Marketing Strategy. Jurnal Minds: Manajemen Ide Dan Inspirasi, 12(2), 891–900. https://doi.org/10.24252/minds.v12i2.57164
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX
References
  1. Abdurahman, A. I., & Aulia, R. (2020). The phenomenon of micro-celebrities on social media: A virtual ethnographic study of the viral video account @Helenjunet on March 22, 2019 on Instagram users. Dialectika Komunika: Journal of Communication and Regional Development Studies, 7(1), 1–14.
  2. Ahmad, J. (2018). Content analysis research design. ResearchGate, 5(9), 1–20.
  3. Aiwan, T. Y. (2013). The effectiveness of Tresemme television advertising messages using Customer Response Index (CRI) on women in Surabaya. Journal of E-Communication, 1(2), 299–307.
  4. Alfajri, M. F., Adhiazni, V., & Aini, Q. (2019). Utilization of social media analytics on Instagram in increasing marketing effectiveness. Interaction: Journal of Communication Science, 8(1), 34–42.
  5. Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27.
  6. Awaliyah, C., Dewi, D. A., & Furnamasari, Y. F. (2021). Social media affects national integration. Tambusai Journal of Education, 5(3), 7868–7874.
  7. Basch, C. H., & Maclean, S. A. (2019). Colorectal cancer on Instagram: A content analysis. Journal of Consumer Health on the Internet, 23(4), 378–383.
  8. Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective(11th ed.). McGraw-Hill Education.
  9. Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing: Strategy, implementation and practice (6th ed.). Pearson Education Limited.
  10. Darus, P., & Silviani, I. (2022). The role of communication strategies in increasing sales in terms of marketing mix. Journal of Communication, 11(1), 60–73.
  11. De Vries, L., Gensler, S., & Leeflang, P. S. H. (2017). Effects of traditional advertising and social messages on brand-building metrics and customer acquisition. Journal of Marketing, 81(5), 1–15.
  12. Destriyani, R., Fatonah, S., & Sutrisno, I. (2019). Effective promotion strategies of Javafoodie in attracting Instagram audience. The Indonesian Journal of Communication Studies, 12(1), 28–39.
  13. Djamalu, R., Rauf, A., & Saleh, Y. (2019). Analysis of yard utilization on household income of horticultural farmers in South Bulango District. Agrinesia Journal, 3(3), 192–200.
  14. Efrida, S., & Diniati, A. (2020). Utilization of Instagram social media features in building personal branding for Miss International 2017. Journal of Communication Studies, 8(1), 57–71.
  15. Euromonitor. (2018). Pet care in Indonesia. Euromonitor International.
  16. Girsang, H. N. E. B., & Kurniawan, I. (2022). Illustration book design of the positive influence of pets on children’s psychology. DIVAGATRA: Journal of Design Student Research, 2(2), 160–173.
  17. Harto, D., Pratiwi, S. R., Utomo, M. N., & Rahmawati, M. (2019). The application of internet marketing in increasing revenue in MSMEs. JPPM: Journal of Community Service and Empowerment, 3(1), 39–45.
  18. Hassan, S., Nadzim, S. Z. A., & Shiratuddin, N. (2015). Strategic use of social media for small business based on the AIDA model. Procedia: Social and Behavioral Sciences, 172, 262–269.
  19. Hendriyani, J., Jane, J., Ceng, L., Utami, N., Priskila, R., & Anggita, S. (2013). Online consumer behavior: Confirming the AISAS model on Twitter. International Conference on Social and Political, 1(1), 1–16.
  20. Kim, A. J., & Johnson, K. K. P. (2016). The power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook. Computers in Human Behavior, 58, 98–108.
  21. Kim, C., & Yang, S. U. (2017). Like, comment, and share on Facebook: How each behavior differs from the other. Public Relations Review, 43(2), 441–449.
  22. Kotler, P., & Keller, K. L. (2009). Marketing management. Erlangga.
  23. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
  24. Krippendorff, K. (1991). Content analysis: An introduction to its methodology. SAGE Publications.
  25. Kurniadi, W., & Mahaputra, M. R. (2021). Determination of communication in the organization: Nonverbal, oral, and written communication. Journal of Law, Politic and Humanities, 1(4), 164–172.
  26. Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360–373.
  27. Lombard, M., Snyder-Duch, J., & Bracken, C. C. (2002). Content analysis in mass communication: Assessment and reporting of intercoder reliability. Human Communication Research, 28(4), 587–604.
  28. Menon, S. (2022). Influencer marketing through Instagram. International Research Journal of Modernization in Engineering Technology and Science, 4(3), 1124–1127.
  29. Neef, R., & Fry, J. (2009). Periodic prompts and reminders in health promotion and health behavior interventions: A systematic review. Journal of Medical Internet Research, 11(2), Article e1138.
  30. Purwana, D., Rahmi, R., & Aditya, S. (2017). Utilization of digital marketing for micro, small, and medium enterprises (MSMEs) in Malaka Sari Village, Duren Sawit. Journal of Madani Community Empowerment, 1(1), 1–17.
  31. Putri, E. A. N., & Widodo, A. (2024). Audience engagement in supporting influencers’ work on Instagram. Journal of Communication Netnography, 3(1), 17–33.
  32. Rifandia, F., & Sastika, W. (2018). Comparative study: The effectiveness of MSME advertising Wina Supersnack through Instagram and Facebook social media in Cimahi City 2018. eProceedings of Applied Science, 4(3), 1254–1261.
  33. Rosandi, A., & Gracia, A. B. (2020). The effectiveness of Instagram as a means of information and promotion of Majlis Ta’lim Subulussalam recitation. Journal of Communication Library, 3(2), 283–297.
  34. Singh, M. (2020). Instagram marketing: The ultimate marketing strategy. International Journal of Advance and Innovative Research, 7(1), 379–382.
  35. Soinbala, R., & Bessie, J. L. (2020). The influence of electronic word of mouth through Instagram social media on purchasing decisions. GLORY: Journal of Economics and Social Sciences, 1(1), 65–83.
  36. Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it: Why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, Article 101742.
  37. Sugiyama, K., & Andree, T. (2011). The Dentsu way. McGraw-Hill.
  38. Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence & Planning, 33(6), 927–943.
  39. Tresnawati, Y., & Prasetyo, K. (2022). Digital marketing strategy in increasing brand awareness. LINIMASA: Journal of Communication Science, 5(1), 120–138.
  40. Ula, E. K. (2022). Utilization of Instagram as a marketing media: Case study of online buying services @my_shopper.id. International Journal of Social Science, Education, Communication and Economics (SINOMICS JOURNAL), 1(3), 297–308.
  41. Untari, D., & Fajariana, D. E. (2018). Marketing strategy through Instagram social media: Descriptive study on account @subur_batik. Journal of Secretarial and Management, 2(2), 271–278.
  42. Wei, P. S., & Lu, H. P. (2013). An examination of the celebrity endorsements and online customer reviews influence on female consumers’ shopping behavior. Computers in Human Behavior, 29(1), 193–201.
  43. Wijaya, B. S. (2015). The development of hierarchy of effects model in advertising. International Research Journal of Business Studies, 5(1), 73–85.
  44. Wmstrategy. (2021). Indonesia: Pet food market to grow at a CAGR of 6.40% until 2025. Wm-strategy.com.
  45. Xue, L. L., Shen, C. C., Morrison, A. M., & Kuo, L. W. (2021). Online tourist behavior of the net generation: An empirical analysis in Taiwan based on the AISAS model. Sustainability, 13(5), Article 2781.
  46. Yovansa, V., & Asthararianty, A. (2022). Analysis of Esye Atelier Modest Collection 2022 visual content creation for adult women. Adiwarna DKV Journal, 1, 10–21.
  47. Zhang, W., Cao, H., & Lin, L. (2022). Analysis of the future development trend of the pet industry. In Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022) (pp. 1682–1689). Atlantis Press.
Read More

Author Biographies

Ujang Sumarwan, IPB University

School of Business

Budi Suharjo, IPB University

School of Business

Download
PDF
Statistic
Read Counter : 0 Download : 0

Similar Articles

<< < > >> 

You may also start an advanced similarity search for this article.