Instagram-Based Digital Marketing for Steam Service SMEs in Depok City

Ardianta Selasa, Maret 03, 2026
    Ilustrations by AI
FORMOSA NEWS- Depok

MSMEs in Depok City Adopt Instagram Marketing to Boost Business Sustainability and Competitiveness

DEPOK – Small business owners in the vehicle cleaning sector are undergoing a digital transformation to survive in an increasingly competitive market. A team of researchers from Jakarta Global University (JGU), led by Nuralisa, conducted a specialized community service and research project in January 2026 to empower local steam service MSMEs in Depok City. By integrating Instagram-based digital marketing with modern Human Resource Management (HRM), the study demonstrates how traditional service businesses can successfully transition from conventional promotion to a robust online presence to ensure long-term sustainability.

The Digital Urgency for Traditional Service Sectors

In the current global era, the rapid development of information technology demands that Micro, Small, and Medium Enterprises (MSMEs) adapt or risk obsolescence. While digital tools can significantly increase operational efficiency and market reach, many traditional sectors—particularly vehicle steam cleaning services—have struggled to utilize these platforms optimally.

In Depok City, these small businesses often face a "digital gap" characterized by low digital literacy and limited resources. Nuralisa and her colleagues from Jakarta Global University identified that without a digital strategy, these businesses are vulnerable to economic shocks and shifts in consumer behavior, as modern customers now rely heavily on the internet to find and review services.

Simplified Methodology: Bridging the Literacy Gap

The research team from Jakarta Global University employed a descriptive qualitative approach through a combination of seminars and hands-on mentoring. The project, held on January 10, 2026, focused on 10 local steam MSMEs that previously relied on manual record-keeping and had no social media presence.

The methodology followed a structured three-step process:

  • Educational Seminars: Participants were introduced to the fundamental concepts of digital marketing and the strategic importance of building a professional business identity online.
  • Practical Mentoring: The researchers provided step-by-step guidance on creating professional Instagram business accounts and developing effective content management procedures.
  • HR Management Training: Recognizing that technology is only as good as the people using it, the team provided coaching on managing employees based on their individual characteristics to improve motivation and service quality.

Key Findings: From Conventional to Digital

The results of the Jakarta Global University initiative showed a significant shift in both the mindset and technical capabilities of the business owners. Key data and observations from the study include:

  • Mindset Transformation: Before the intervention, owners relied solely on conventional word-of-mouth; post-activity, they recognized digital presence as a critical factor for increasing business competitiveness.
  • Technical Adoption: Participants successfully moved from having zero social media presence to creating functional Instagram business accounts.
  • Cost-Effective Promotion: The MSMEs learned that Instagram provides a high-visibility, low-cost alternative to traditional advertising, making it ideal for small-scale operations.
  • Increased Consumer Trust: Owners reported that a professional digital profile helped build immediate credibility and trust with potential customers.
  • Integrated Management: The researchers found that combining digital marketing with basic human resource management made the businesses more resilient and adaptive to change.

Real-World Impact and Future Implications

The study highlights that digital transformation for small businesses is not just about technology, but about fostering an adaptive attitude. For the community in Depok, this means more stable local businesses and better service accessibility for residents.

According to Nuralisa and her team at Jakarta Global University, digital marketing serves as a long-term survival strategy rather than just a short-term promotional tool. By establishing an "online presence," these steam services can expand their market reach beyond their immediate physical neighborhood, allowing them to compete with larger, more established franchises.

"The integration between digital marketing and human resource management that aligns with the individual character of employees is a supporting factor in increasing business competitiveness and sustainability," the Jakarta Global University research team stated in their concluding analysis.

Author Profile

Nuralisa is a researcher and management specialist at the Faculty of Economics and Business, Jakarta Global University. Her work focuses on the intersection of digital marketing strategies, MSME development, and human resource management. She led a multi-disciplinary team of experts, including Aisyah Putri Dahlia, Nur Fujianti, Muhammad Sabih Ziyadatullah, Zaky Darmawan, Suci Ayu Sudari, Hadi Wijaya, Noviyanti, Dwi Rachmawati, and Alfi Maghfuriyah, all affiliated with Jakarta Global University, to drive economic growth in the Depok region.

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