Studi Eksploratif Strategi Konten Digital Marketing Akun @Rumahpekanbaru_Id pada Pasar Perumahan Kota Pekanbaru

Abstract

 This study aims to explore the digital marketing content strategy of the Instagram account @rumahpekanbaru_id in the Pekanbaru housing market, using the RACE Framework (Reach, Act, Convert, Engage) as a sensitizing concept. A qualitative approach was employed through case study method and Reflexive Thematic Analysis with a combined deductive–inductive strategy. Data were collected via in-depth interviews with four informants — the account owner, social media manager, and two audience members — complemented by digital content observation and documentation. The analysis produced seven themes: four deductive themes aligned with the RACE stages and three inductive themes emerging from empirical data. Deductively, the Reach stage operates through a combination of paid and organic content driven by visual quality; the Act stage employs an information gap technique that generates polarized audience responses depending on their purchase readiness; the Convert stage is executed through a consultative selling approach via WhatsApp and location-based site visits as the critical conversion point; and the Engage stage is realized through structured follow-up and comprehensive After Sales support. Inductively, findings reveal that the account's function remains limited to a digital sales catalogue without community development, trust is built through verifiable physical evidence of transactions, and WhatsApp serves as the primary conversion channel effectively replacing Instagram's role. This study concludes that @rumahpekanbaru_id's content strategy is oriented toward transactional conversion, effective for audiences with active purchase intent, characterized by a cross-platform conversion model that extends beyond the Instagram platform as a distinctive feature of local digital property marketing.