Analysis of Social Media Management Strategy at Radio Kardopa: Effectiveness of Content Marketing and Implementation of Integrated Marketing Communication from an Islamic Value Perspective

Abstract

In the dynamic landscape of social media, Radio Kardopa has actively utilized digital platforms to enhance audience engagement and strengthen its brand image. However, there is a disparity in effectiveness across platforms, indicating gaps in the social media management strategy. This study aims to comprehensively analyze Radio Kardopa's social media strategy, focusing on the factors influencing content marketing effectiveness and the application of Integrated Marketing Communication (IMC) principles. A qualitative approach, including interviews, document analysis, and observations, was used to gain in-depth insights. The findings reveal that entertainment content generates the highest engagement, but there is a need for the development of educational and informative content aligned with Islamic values as a moral foundation in creating content that benefits society. Additionally, inconsistent message coordination across platforms and challenges in resource allocation hinder the optimal implementation of IMC. Recommendations include enhancing educational content with an Islamic approach, strengthening IMC synergy, investing in a digital marketing team, and diversifying platforms to ensure sustainable growth. The application of IMC principles based on Islamic values is expected to strengthen Radio Kardopa's role in building a more engaged audience and providing a positive impact on society.