SOCIAL MEDIA MARKETING IN THE PROMOTION

OF INCUBATOR BUSINESS PROGRAMS

Oleh :
Andi Febri Herawati 1)
Muhammad Yusuf 2)
Pandu Adi Cakranegara 3)
Ferdinandus Sampe 4)
Andri Haryono 5)
Universitas Tadulako 1)
STIA Bandung 2)
President University 3)
Universitas Atma Jaya Makasar 4)
STSIP Bina Marta Martapura 5)
E-mail:
Herawati.febi18@gmail.com 1)
muhammadyusuf@stiabandung.ac.id 2)
pandu.cakranegara@president.ac,id 3)
ferdisampe1404@gmail.com 4)
andriharyono552@gmail.com 5)

ABSTRACT
One of the reasons the government will continue to implement public information
disclosure is the public's lack of understanding and knowledge about government service
programs. As one of the government agencies that provides public services, the Bandung
Industrial Training Center uses social media platforms such as Instagram, Facebook, and
WhatsApp as marketing media to provide information and market the Business Incubator
program. According to Gunelius, the concept of implementing Social Media Marketing is
used to analyze the implementation of Social Media Marketing, namely Content Creation,
Content Sharing, Connecting, and Community Building. The goal of this study is to identify
and analyze how the Bandung Industrial Training Center uses Social Media Marketing to
promote the Business Incubator program. The descriptive qualitative research method was
used, as well as the constructivism paradigm. The Bandung Industrial Training Center,
according to the findings, implemented four critical elements that contributed to the
success of Social Media Marketing: Content Creation, Content Sharing, Connecting, and
Community Building. However, the application in the three social media platforms remains
unbalanced, and the use of features in each social media platform is inefficient. This article
uses terms such as business incubator, public service, and social media marketing.
Keywords: business incubator, public service, social media marketing

ABSTRAK
Salah satu alasan pemerintah tetap melaksanakan keterbukaan informasi publik adalah
kurangnya pemahaman dan pengetahuan masyarakat tentang program-program pelayanan
pemerintah. Sebagai salah satu instansi pemerintah yang memberikan pelayanan publik, Balai
Diklat Industri Bandung menggunakan platform media sosial seperti Instagram, Facebook,
dan WhatsApp sebagai media pemasaran untuk memberikan informasi dan memasarkan

623 SOCIAL MEDIA MARKETING IN THE PROMOTION OF INCUBATOR BUSINESS PROGRAMS

Andi Febri Herawati 1), Muhammad Yusuf 2), Pandu Adi Cakranegara 3), Ferdinandus Sampe 4), Andri
Haryono 5)
program Inkubator Bisnis. Menurut Gunelius, konsep implementasi Social Media Marketing
digunakan untuk menganalisis implementasi Social Media Marketing yaitu Content Creation,
Content Sharing, Connecting, dan Community Building. Tujuan dari penelitian ini adalah
untuk mengidentifikasi dan menganalisis bagaimana Balai Diklat Industri Bandung
menggunakan Social Media Marketing untuk mempromosikan program Inkubator Bisnis.
Metode penelitian deskriptif kualitatif yang digunakan, serta paradigma konstruktivisme.
Pusat Pelatihan Industri Bandung, menurut temuan, menerapkan empat elemen penting yang
berkontribusi pada keberhasilan Pemasaran Media Sosial: Pembuatan Konten, Berbagi
Konten, Menghubungkan, dan Membangun Komunitas. Namun, aplikasi di ketiga platform
media sosial tersebut masih belum seimbang, dan penggunaan fitur di masing-masing
platform media sosial belum efisien. Artikel ini menggunakan istilah seperti inkubator bisnis,
layanan publik, dan pemasaran media sosial.
Kata kunci: inkubator bisnis, pelayanan publik, social media marketing

1. INTRODUCTION The business incubator is a program that

In accordance with Law No. 25 of aims to assist startups in the early stages
2009 on Public Services, government of business development by providing
institutions in Indonesia have obligations guidance, training, and connections with
and responsibilities in providing services various investors, as well as work
to the public in order to create the welfare facilities and capital loans in building a
of the Indonesian people. The Bandung business (Rahmalia, 2021).
Industrial Training Center, as one of the Bandung Industrial Training Center
government institutions that provide has implemented traditional and digital
public services under the work unit of the marketing communications through social
Industrial Human Resources media platforms and websites to provide
Development Agency, the Ministry of information about the Pasundan Business
Industry of the Republic of Indonesia, has Incubator program. Marketing
several public service programs, one of communication can be used to not only
which has succeeded in becoming a convey detailed information about the
leading program in the community, brand being marketed, but also to connect
namely the Business Incubator. As a the brand with a situation that includes
public service program that other consumers, places, objects, and
agencies use as a model, the experiences (Intan, 2021). The Bandung
BandungIndustrial Training Center Industrial Training Center uses traditional
continues to strive to improve the quality marketing communication by placing
of superior Human Resources through the informative advertisements in print media
Pasundan Business Incubator program. as well as local press media in Bandung.

JURNAL DARMA AGUNG, Vol. 30, No. 2, (2022) Agustus : 623 - 633 624
In terms of social media marketing Center employs a Social Media
communications, the Bandung Industrial Marketing strategy to share information
Training Center uses Facebook, in the form of interesting content on
Instagram, and WhatsApp to share useful social media in order to provide
information about startup businesses with information about the Pasundan Business
the public, as well as complete Incubator program. However,
information about the Bandung Industrial implementation is still not optimal or
Training Center's Business Incubator significant, and many people are unaware
program. This is in accordance with of the existence of government public
Article 2 paragraph 1 of Law No. 14 of service programs in which the general
2008 on Openness of Public Information, public can participate. As a result, the
which states that all Public Information is authors are eager to learn more about the
open and accessible to all Users of Public use of Social Media Marketing Bandung
Information. Industrial
According to the We Are Social 2021
survey results, there are 170 million 2. LITERATURE REVIEW
active social media users in Indonesia, Marketing Communication
accounting for 61.8% of the total A company's marketing
population. Increased consumer trust in a communication strategy is used to
brand or company that uses social media introduce, promote, persuade, and
as a marketing communication medium convince the audience about the product
provides an excellent opportunity for or service they offer. According to
businesses to be more aggressive in Watono and Watono, as cited in
marketing their goods/services via social (Pamungkas, 2018), the cognitive stage or
media (Ekarina, 2020). As a result, social the stage to build and increase awareness
media marketing has become the primary and knowledge of a brand (brand
focus of marketing communications. Not awareness & brand knowledge) to the
only does using social media as a audience is the target of the marketing
medium of marketing communication communication activities carried out. The
today provide a wider reach and more affective stage is used to persuade
comprehensive supporting features, but it prospective customers of a brand's
also has a lower cost when compared to superiority over competitors. The last
traditional marketing communications. stage is the behavioral stage, also known
The Bandung Industrial Training as consumer behavior. According to Lane

625 SOCIAL MEDIA MARKETING IN THE PROMOTION OF INCUBATOR BUSINESS PROGRAMS

Andi Febri Herawati 1), Muhammad Yusuf 2), Pandu Adi Cakranegara 3), Ferdinandus Sampe 4), Andri
Haryono 5)
Keller (Megayasa, 2021), marketing Social Media Marketing
communications can help marketers Social media marketing is a marketing
educate and persuade consumers about a communication activity that involves
product or service being offered, as well using social media to market their
as create a positive experience based on products or services and packaging them
the results of purchasing products or into interesting content in order to attract
services from the a brand in to generate and convince online-marketed product or
positive word of mouth among clients, service consumers (Setianingtyas &
which can be beneficial to the company. Nurlaili, 2020). The existence of Social
Media Marketing facilitates the public's
Sosial Media ability to connect widely and quickly
According to Van Dijk (2013) in with other users, thereby facilitating
Social Media from the Perspective of direct marketing communication with the
Communication, Culture, and target market. According to (Gunelius,
Sociotechnology, social media is a digital 2011), four critical factors contribute to
platform with the primary goal of the success of Social Media Marketing
facilitating user communication and implementation: Content Creation
cooperation in order to strengthen user (creating interesting content), Content
relationships in the social environment. Sharing (sharing interesting content),
The development of social media is Connecting (connecting with other users
gradually replacing the existence of and expanding the network), and
traditional mass media in disseminating Community Building (Building or
information widely and quickly (Gustam, joining a community that has the same
2015). (Nasrullah, 2015) defines social field). The application of social media
media as the network (network), marketing is said to be successful if the
information (information), archives four elements are used optimally.
(archieve), interaction (interactivity),
social simulation (simulation of society), Public Service
and user content (users). -created Public service, according to Mahmudi
content). In this case, there are several (2007) in (Alfauzan, 2018), is an activity
social media platforms that are popular carried out by organizers in order to meet
among Indonesians today, such as community needs and implement rules
Instagram, Facebook, and Twitter. based on applicable laws. In this case,
the government has full obligations and

JURNAL DARMA AGUNG, Vol. 30, No. 2, (2022) Agustus : 623 - 633 626
responsibilities as a public servant to that analyzes data in the form of words,
improve the welfare of the community. It both written and oral, and human
is consistent with Public Services Law behavior, so that researchers can analyze
No. 25 of 2009, which states that the data from a phenomenon without having
standard of public services is a to rely on statistical data to draw
measurable benchmark used as a conclusions from the phenomenon
guideline for service delivery and a studied. This study was conducted at the
reference for evaluating service quality Bandung Industrial Training Center in
as an obligation and promise of the Bandung, and 7 (seven) informants were
organizer to the community in the involved, including key informants,
context of quality, fast, easy, and expert informants, and related supporting
affordable services. informants, as well as direct observations
and documentation to obtain specific
Incubator Business data. The qualitative method was used in
A business incubator is a program that this study to examine the use of social
assists new businesses in developing from media marketing in the Pasundan
the ground up so that they can be useful Business Incubator program. Data
in everyday life. According to (Agustina, analysis techniques include data
2011), a business incubator is a program reduction, data display, and conclusion
that assists the community in building drawing/verification (Abednego, 2020).
and developing their business prospects Miles and Haberman (1984) This study
in order to be able to survive in the real also employs data source triangulation
business world. This Business Incubator techniques to double-check the accuracy
Program has a fairly long series, and validity of the data obtained.
beginning with an introduction, briefing,
formulation of business ideas and ideas, 4. RESULT AND DISSCUSION
and continuing with time-sensitive Informan Characteristic
business development. The characteristics of the informants
were chosen in this study using a
3. RESEARCH METHOD purposive sampling technique, in which
In this study, qualitative research the researcher selected several
methods were used. According to (Prof. informants who met the criteria for the
Dr. Alfrizal, 2014), qualitative research informants' characteristics through direct
methods are defined as a research method semi-structured interviews.

627 SOCIAL MEDIA MARKETING IN THE PROMOTION OF INCUBATOR BUSINESS PROGRAMS

Andi Febri Herawati 1), Muhammad Yusuf 2), Pandu Adi Cakranegara 3), Ferdinandus Sampe 4), Andri
Haryono 5)
 Based on direct observations and Business Incubator program will be
interviews with several related evaluated using the theory of four
informants, it was explained that the important elements that become variables
Bandung Industrial Training Center had of social media marketing success
implemented marketing communications (Gunelius, 2011), namely content
by utilizing social media platforms such creation, content sharing, connecting, and
as Instagram, Facebook, and WhatsApp community building.
to inform the audience about the
government's public service program, the Important Elemen Social Media
Business Incubator. The Bandung Marketing
Industrial Training Center uses Content Creation
marketing communications not for profit, Based on direct observations and
but to inform the surrounding community interviews with several related
about the existence of government public informants, it was explained that the
service programs. Use of social media as Bandung Industrial Training Center had
a communication tool Marketing now implemented marketing communications
plays a fairly important role in terms of by utilizing social media platforms such
marketing, so the term social media as Instagram, Facebook, and WhatsApp
marketing appears. to inform the audience about the
According to information gleaned government's public service program, the
from interviews with several informants, Pasundan Business Incubator. The
the Bandung Industrial Training Center Bandung Industrial Training Center uses
had a special work unit in charge of marketing communications not for profit,
implementing the Pasundan Business but to inform the surrounding community
Incubator program. The work unit about the existence of government public
determines the program's targets, service programs. Use of social media as
implementation, and the facilities a communication tool Marketing now
provided during the Business Incubator plays a fairly important role in terms of
program in order to provide the best marketing, so the term social media
service and help produce creative and marketing appears.
innovative young generations. The According to information gleaned
Bandung Industrial Education and from interviews with several informants,
Training Center's use of social media the Bandung Industrial Training Center
marketing to promote the Pasundan had a special work unit in charge of

JURNAL DARMA AGUNG, Vol. 30, No. 2, (2022) Agustus : 623 - 633 628
implementing the Pasundan Business completed. Following the creation of
Incubator program. The work unit content visualization, review by the
determines the program's targets, information and documentation manager,
implementation, and the facilities creation of captions, and determination of
provided during the Pasundan Business hashtags and tags, new content can be
Incubator program in order to provide the uploaded to social media. Almost all of
best service and help produce creative the features for sharing content have been
and innovative young generations. The used, but utilization is still not optimal, so
Bandung Industrial Education and interaction with the audience on social
Training Center's use of social media media is still lacking. The use of
marketing to promote the Pasundan advertising features was also used to
Business Incubator program will be share content about the Pasundan
evaluated using the theory of four Business Incubator program with a wider
important elements that become variables audience, but this is no longer done,
of social media marketing success despite the fact that the feedback received
(Gunelius, 2011), namely content is quite good enough to attract an
creation, content sharing, connecting, and audience.
community building. According to key informants, there is
no set time for sharing content on social
Content Sharing media because it all depends on the
Understanding According to situation and conditions, as well as the
(Gunelius, 2011), content sharing is the content. The use of the content calendar
sharing of informative and interactive in setting the timeline for content uploads
content that can be useful in raising brand has also been carried out with the
awareness and indirectly triggering sales assistance of interns, but this is no longer
through the informative content that is implemented due to limited human
shared. The Bandung Industrial Training resources (Human Resources) who
Center promotes the Pasundan business specifically manage social media.
incubator program solely through the Bandung Industrial Training Center used
social media platforms Instagram and social media Content Sharing elements to
Facebook, with WhatsApp serving as a spread information about the Pasundan
medium for more detailed information Business Incubator program. However,
(contact center). Before sharing content due to the extensive use of its features, its
on social media, several steps must be application has not been maximized, and

629 SOCIAL MEDIA MARKETING IN THE PROMOTION OF INCUBATOR BUSINESS PROGRAMS

Andi Febri Herawati 1), Muhammad Yusuf 2), Pandu Adi Cakranegara 3), Ferdinandus Sampe 4), Andri
Haryono 5)
information about the public service communities with similar target
program has not been evenly distributed audiences, is one way to spread
to the target audience. information about the Pasundan Business
Incubator program.
Connecting The Connecting application's success
According to (Gunelius, 2011), the in social media marketing can be seen in
connecting element has the meaning of how the network and reach grow,
expanding the network in order to build allowing them to build and establish good
relationships with multiple parties in communication relationships with the
order to build social networks that audience or other parties. In this case, the
necessitate good communication and an Industrial Training Center achieved this
honest attitude. In this study, the by extending the scope of information
Bandung Industrial Training Center shared by leveraging existing features.
makes use of several existing features to
establish and maintain relationships with Community Building
audiences on social media. Begin with a Community building In the context of
question and answer session with the social media marketing, community
audience using the questions box feature, building refers to how to create a
and end with a quick response to the community of people who share similar
audience. Furthermore, a friendly, interests through internet networks. This
communicative, and interactive response is one method for creating and expanding
is provided to establish a good social networks with a wider reach. One
relationship with the audience in effort made to spread information about
cyberspace. the Pasundan Business Incubator
Increasing the number of Business program is to become and join a
Incubator program-related activities is community. Among these communities is
also one way to increase the number of the Bandung Business Incubator Forum,
visits and followers on the Bandung which formed a creative industry
Industrial Training Center's social media community in the Denpasar Industrial
accounts, allowing them to continue to Training Center area. Furthermore, the
expand networks and information to the Bandung Industrial Training Center has
target audience. Collaboration with established cooperative relationships
multiple parties, such as citizen with communities under the auspices of
journalism accounts and similar the Bandung Cooperatives and UMKM

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Service to aid in the dissemination of sub-research chapter on the Analysis of
information about the Pasundan Business Social Media Marketing Bandung
Incubator program. This is done to Industrial Training Center in Promoting
strengthen ties between groups that share the Pasundan Business Incubator
common goals and interests. Program, a conclusion can be drawn that
Sharing common information through the Bandung Industrial Training Center
social media groups in each community has implemented four important elements
can be said to require less effort to reach that become variables of success in
a larger audience. This is because implementing Social Media Marketing,
members of the community collaborate namely Content Creation, Content
to disseminate information obtained Sharing, and Connecting. The Bandung
through the WhatsApp group to other Industrial Training Center has done a
groups they have, allowing the good job with content creation
information to be more widely implementation, but the types of content
disseminated. Nonetheless, the content are still limited and do not fully
and quality of the information shared correspond to the information requested
must be considered so that it is effective, by the audience. Then, content sharing
interesting, and not overly lengthy so that was implemented by utilizing the features
the audience can easily understand it. available on the three social media
The success of Community Building in platforms, which, while not fully utilized,
social media marketing can be seen in received positive feedback from the
how a brand can build and establish audience. However, in terms of content
relationships in a community to share upload settings, it does not yet have a
information via social networks. In this specific schedule and time in setting up
case, the Bandung Industrial Training content uploads, despite the fact that it
Center has done so by creating and previously had a content calendar that
joining a community, as well as was no longer implemented due to limited
collaborating to raise audience awareness human resources who focus and are
of the Bandung Business Incubator specifically responsible for content on
program. social media. Meanwhile, the
implementation of Connecting and
5. CONCLUSION Community Building in promoting the
Suggestion Pasundan Business Incubator program
Based on the findings of the previous through social media has been carried out

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Andi Febri Herawati 1), Muhammad Yusuf 2), Pandu Adi Cakranegara 3), Ferdinandus Sampe 4), Andri
Haryono 5)
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633 SOCIAL MEDIA MARKETING IN THE PROMOTION OF INCUBATOR BUSINESS PROGRAMS

Andi Febri Herawati 1), Muhammad Yusuf 2), Pandu Adi Cakranegara 3), Ferdinandus Sampe 4), Andri
Haryono 5)