Efektivitas Strategi Komunikasi Digital Lunapos.id Terhadap Keterlibatan Audiens Di Era Media Baru
DOI:
https://doi.org/10.22373/jodicom.v1i2.307Keywords:
Komunikasi Digital, Strategi Media Sosial, Keterlibatan AudiensAbstract
This study aims to analyze the digital footprint of Luna as a provider of cashier and accounting software and to evaluate the effectiveness of its new media communication strategy. The study adopts a descriptive qualitative case study approach focusing on Luna’s official digital platforms including Instagram Facebook LinkedIn YouTube TikTok and the company website. Data were collected through observation of publicly available social media engagement metrics and website traffic as of February 2 2025 and analyzed descriptively. The findings indicate that the use of multiple digital platforms has not yet generated optimal audience engagement. High content view counts are not accompanied by active interaction. Website traffic also remains limited and is dominated by branded search queries. These findings emphasize the importance of a data driven digital communication strategy that prioritizes content quality two way engagement and strong integration between social media and the website.
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