Optimizing Soft Selling-Based Promotional Strategies Through Facebook Content at Taska Cendekiawan Ceria, Penang
DOI:
https://doi.org/10.58223/icie.v5i2.506Keywords:
Soft selling, Facebook content, Promotional strategy, Early childhood education, Relationship marketingAbstract
This study aims to analyze the optimization of a soft-selling-based promotional strategy through Facebook content at Taska Cendekiawan Ceria, Penang. The study employed a qualitative descriptive approach, with data collected through Facebook content observation, interviews, and documentation. The informants consisted of the head of the childcare center, the teacher responsible for managing the Facebook account, and parents of enrolled children. Data were analyzed using the stages of data reduction, data display, and conclusion drawing, while data trustworthiness was ensured through source, method, and theory triangulation. The findings indicate that Facebook promotional activities are still dominated by informational posts and documentation of daily activities, resulting in the suboptimal implementation of the three soft selling dimensions, namely feeling, implicit message, and image. This condition contributes to low audience engagement and limits the development of emotional connections and parental trust in the institution. The study suggests that promotional strategies can be optimized by developing storytelling-based content, delivering promotional messages implicitly, maintaining a consistent visual identity, and conducting regular engagement evaluations. This research proposes a soft-selling-based promotional strategy model that can enhance the effectiveness of Facebook promotion while strengthening the institutional image of Taska Cendekiawan Ceria as an early childhood education institution.
References
Afandi, A., Amalia, A., & Amsari, S. (2025). Digital Marketing Transformation in Increasing Fundraising at Islamic Philanthropic Institutions. Research Horizon, 05(02), 361–372.
Akbar, A., & Sudarwanto, T. (2025). Penerapan Teknik Soft Selling dalam Pemasaran Produk di Media Sosial terhadap Peningkatan Penjualan Produk dan Brand Awerness. Jurnal Ilmiah Universitas Batanghari Jambi, 25(1), 573–579. https://doi.org/10.33087/jiubj.v25i1.5219
Amelia, E. Y., & Muntazah, A. (2025). Peran Konten Marketing dalam Membangun Kepercayaan Konsumen Pada Produk Brand Dermathib di Tiktok. 04(01), 754–770. https://ojs.smkmerahputih.com/index.php/jimu/article/view/1375/1052
Arizal, Apriany sukmana, R., Ulfah, Y., Shaddiq, S., & Zainul, M. (2021). STRATEGI PEMANFAATAN FACEBOOK MARKETPLACE DALAM MANAJEMEN PERIKLANAN. Syntax Ideal, 3(6), 1279–1289. https://doi.org/https://doi.org/10.36418/syntax-idea.v3i6.1244
Asmika, F. D., & Amalia, A. (2026). Strategies of Human Resource Management in the Implementation of an Islamic Curriculum at Happy Hive Playschool & Preschool Malaysia. 5(1).
Asytuti, R., Rokhmah, D. A., Arofatun, S. A., Septyawati, A., Studi, P., & Syariah, E. (2026). Strategi Pemasaran Konten dalam Menarik Konsumen Digital. Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-Commerce, 5(1), 33–44. https://doi.org/https://doi.org/10.30640/digital.v5i1.6306
Baihaqi, I., Cahyarani, S., & Nurfalah, F. (2025). Soft Selling Communications Strategies in Building Brand Awareness for “ Sasa ” on Raditya Dika ’ s YouTube Account Content. Apollo: Journal of Tourism and Business, 3(1), 346–355.
Barokah, S., Agnu, O., Wulandari, D., Sari, M. T., & Yuditama, I. F. (2021). Optimalisasi Digital Marketing melalui Facebook Ads di Kelurahan Purwanegara. Jurnal Abdimas BSI: Jurnal Pengabdian Kepada Masyarakat, 4(1), 17–22.
Buamonabot, I., Susilo, D., Thanos, G., Sam, T., Timotius, E., Tammubua, M., & Rudiansyah, R. (2024). A Bibliometric Exploration of Facebook Marketing Research Trends Using Scopus Database. Journal of Applied Science, Engineering, Technology, and Education, 6(2), 191–200. https://doi.org/https://doi.org/10.35877/454RI.asci3807
Dalimunthe, & Amsari, S. (2023). PENERAPAN STRATEGI PEMASARAN MARKETING MELALUI MEDIA SOSIAL TADIKA BIJAK LESTARI GEORGETWON PENANG. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 8(30), 660–670. https://doi.org/https://doi.org/10.30651/jms.v8i3.20863
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). International Journal of Information Management Setting the future of digital and social media marketing research : Perspectives and research propositions. International Journal of Information Management, 59(June 2020), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Exspandio, Y., Sinuraya, P., Pratama, A. B., & Albari, P. K. (2025). Pengaruh Soft-Selling Video Iklan Produk Marjan terhadap Niat Beli Konsumen melalui Perilaku Konsumen terhadap Iklan. Jurnal Bisnis Dan Manajemen West Science, 4(03), 273–295.
Hayati, F. H. S. I. (2025). ANALISIS PENGGUNAAN MEDIA SOSIAL TERHADAP GAYA HIDUP GENERASI GEN Z. Jurnal Edu Research, 6, 2184–2193.
Hidayat, T., & Curatman, A. (2026). Hard selling dan soft selling terhadap minat beli produk batik di platform TikTok. Journal of Management and Digital Business, 6(2), 861–878.
Miftakhul, M., Putra, R., & Kusumawati, A. J. (2021). Pemanfaatan Facebook Page Sebagai Media Promosi Sekolah Muhammadiyah di Kecamatan Tanon Sragen Utilization of Facebook Page for Promotion Media of Muhammadiyah Schools. Pengabdian Dan Pemberdayaan Masyarakat, 5(2), 227–233. https://doi.org/10.30595/jppm.v5i2.7403
Milles huberman, & Saldana, &. (2014). Qualitative Data Analysus. https://books.google.co.id/books?id=p0wXBAAAQBAJ&printsec=frontcover&hl=id#v=onepage&q&f=false
Nabilah, J. P., & Amalia, A. (2024). THE ROLE OF ISLAMIC FINANCE IN PROMOTING THE DEVELOPMENT OF TADIKA AL-FIKH ORCHARD KUALA. Ekonomi Dan Perbankan Syariah, 9(204), 731–737.
Nuzulita, N., Purwanti, E., Rosyidan, F. Y., Firdausi, F., Arrasyid, N. N., & Husna, O. I. (2022). IMPROVING THE QUALITY OF CONTENT ON SCHOOL SOCIAL MEDIA AS A PROMOTION TOOL AND SCHOOL BRANDING IN SURABAYA PENINGKATAN. Jurnal Layanan Masyarakat (Journal of Public Service), 6(2), 395–405. https://doi.org/10.20473/jlm.v6i2.2022.395-405 Open
Purba, R., Alfathoni, M., & Syad’dian, T. (2024). Perancangan Program Acara “UPU ON AIR” Sebagai Media Promosi Universitas Potensi Utama Melalui Pendekatan Soft Selling. INNOVATIVE: Journal Of Social Science Research, 4(3), 7794–7806. https://doi.org/https://j-innovative.org/index.php/Innovative Perancangan
Putri, A. S., & Harfiani, R. (2025). Pengaruh Pendidikan Agama Islam terhadap Pembentukan Karakter Siswa di Era Digital. Jurnal Studi Pendidikan Agama Islam, 2, 12–24.
Rani, A. D., & Amalia, A. (2026). Sharia- Based Teachers ’ Strategies In Teac hing The Concept Of Money And Saving To Early Childhood Students At Tadika Tahfiz Nur Furqan , Malaysia. International Conference on Islamic Economic, 5(1), 98–120.
Rinta, A. S., Febriana, D., & Wulandari, R. (2022). STRATEGI PENGELOLAAN PEMASARAN PENDIDIKAN ANAK USIA DINI. Pendidikan Islam Anak Usia Dini, 01(01), 198–205.
Saputra, C., & Ramansyah, A. (2023). Strategi Promosi Pariwisata melalui Media Sosial dalam Meningkatkan Pengunjung di Desa Wisata. Jurnal Socius: Jurnal of Sociology Research and Education, 10(1), 52–60. https://doi.org/https://doi.org/10.24036/scs.v10i1.457
Sopari, R. M., Alawiyah, W. D., Bisnis, A., Negeri, P., & Indonesia, B. (2024). Pengaruh Visual Content Marketing Dan Copywriting Terhadap Tingkat Engagement Pengguna Instagram Di Kota Bandung. IKRAITH-EKONOMIKA, 7(3), 356–369. https://doi.org/10.37817/IKRAITH-EKONOMIKA
Sri novita, R. (2026). REPRESENTASI KOMUNIKASI VISUAL PADA KONTEN SOFT SELLING BRAND ZAAFER INDONESIA DI TIKTOK [UIN SUSKA RIAU]. https://repository.uin-suska.ac.id/93354/1/GABUNGAN KECUALI BAB HASIL - Rinda Srinovita.pdf
Susanto, D., & Jailani, M. S. (2023). Teknik Pemeriksaan Keabsahan Data Dalam Penelitian Ilmiah. 1(1), 53–61.
Tikawati, & Syarifah, H. (2024). Jurnal Bisnis dan Kajian Strategi Manajemen PENGARUH SOFT SELLING DALAM MEDIA SOSIAL INSTAGRAM Jurnal Bisnis dan Kajian Strategi Manajemen. Al-Tijary Jurnal Ekonomi Dan Bisnis Islam, 6, 39–57.
Tinggi, S., & Ekonomi, I. (2022). The Effect of Relationship Marketing on Customer Loyalty : A Case Study. Adpebi International Journals of Multidisciplinary Sciences, 1(1), 45–53. https://journal.adpebi.com/index.php/AIJMS/article/view/209/272
Valencia, P., Soegiarto, A., Sari, W. P., Fatimah, A. N., & Rizki, M. F. (2025). Pengaruh Konten Soft Selling Instagram @gramediadigital terhadap Minat Beli Produk Gramedia Digital. Jurnal Komputer, Informasi Dan Teknologi, 5(1), 1–17. https://doi.org/https://doi.org/10.53697/jkomitek.v5i1.2499
Wijayanto, G., Jushermi, Pramadewi, A., & Rama, R. (2022). SOFT SELLING MARKETING COMMUNICATION STRATEGY THROUGH INSTAGRAM SOCIAL MEDIA TO ACHIEVE MILLENNIALS MARKET SHARE. Eduvest – Journal of Universal Studies, 2(10), 2207–2217.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Hawa Rahmayani, Alfi Amalia
This work is licensed under a Creative Commons Attribution 4.0 International License.
International Conference on Islamic Economic diterbitkan berdasarkan ketentuan Creative Commons Attribution 4.0 International License / CC BY 4.0 Lisensi ini mengizinkan setiap orang untuk menyalin dan menyebarluaskan kembali materi ini dalam bentuk atau format apapun, menggubah, mengubah, dan membuat turunan dari materi ini untuk kepentingan apapun, termasuk kepentingan komersial, selama mereka mencantumkan kredit kepada Penulis atas ciptaan asli.
