Analysis of MSME Owners’ Perceptions of the Use of Instagram as a Digital Media Platform Among MSMEs Under the Mentorship of Rumah BUMN in Denpasar

Abstract

Micro, small, and medium enterprises (MSMEs) increasingly use social media as a digital marketing channel, but the perceived value of Instagram may differ according to users’ experience and digital capabilities. This study analyzes how MSME actors assisted by Rumah BUMN Denpasar perceive and interpret Instagram as a marketing medium. A descriptive qualitative approach was applied to 30 MSME actors selected through purposive sampling. Data were collected through in-depth interviews, participatory observation, and documentation of Instagram content. The data were organized thematically and interpreted using Stuart Hall’s encoding-decoding framework. The findings show that Instagram is generally perceived positively because it helps expand promotional reach, introduce products, increase customer interaction, and strengthen business visibility. However, the perceived effectiveness is not uniform. Experience, digital literacy, ability to use Instagram features, and business characteristics shape how MSME actors interpret the platform. Most participants occupy the dominant-hegemonic position, while others adopt a negotiated position. No oppositional position was identified. The findings imply that MSME digital marketing assistance should be differentiated according to users’ capabilities and business contexts.