Analysis Of Instagram's Social Media Development Needs As A Promotional Medium For The Japanese D4 Study Program Takumi Polytechnic Business And Professional Communication

Abstract

The development of digital media has changed how prospective students search for information and has encouraged higher education institutions to adapt their communication strategies. This study aims to analyze the development needs of Instagram as a promotional medium for the D4 Japanese Language Business and Professional Communication Study Program at Politeknik Takumi. The study employed a descriptive qualitative approach and positioned the research within the needs-analysis stage of development. Data were collected through observation, documentation, literature review, and benchmarking of Instagram accounts of Japanese Language study programs at several Indonesian higher education institutions. Data were analyzed through data reduction, data display, conclusion drawing and verification, supported by source and technique triangulation. The findings indicate that Politeknik Takumi already uses Instagram to communicate institutional information; however, its use for promoting the D4 study program still requires improvement in content variety, posting consistency, feature optimization, visual identity, and audience interaction. Priority information includes the study program profile and advantages, learning activities, student activities, competencies, Japanese culture, achievements, and graduate career opportunities. Benchmarking indicates that comparison accounts tend to present more varied content, more consistent visual identities, and more active interaction patterns. The study recommends planned use of Feed, Story, Reels, and Highlight, a content calendar, stronger visual identity, and information tailored to prospective students. The study provides a development-recommendation basis rather than measuring post-implementation impact