PERAN INSTAGRAM DALAM STRATEGI KOMUNIKASI PEMASARAN UNTUK MENINGKATKAN CITRA MEREK DONATELLO
Keywords:
Content Analysis, Instagram, Local Shoe Brand, Marketing Communication Strategy, Brand Image.Abstract
This study examines the role of Instagram in the marketing communication strategy of Donatello, a local shoe brand in Indonesia, focusing on how it enhances the brand’s image. Using a qualitative approach and content analysis, the research analyzed posts, stories, and follower interactions from Donatello’s official Instagram account between June 1 and June 18, 2024. The analysis concentrated on key brand image elements such as associations, uniqueness, strengths, and favorability. The findings show that Donatello effectively leveraged Instagram to build strong brand associations, highlighting product quality, modern lifestyle, and unique shoe designs. Consistency in posting high-quality content and active engagement with followers has played a significant role in strengthening Donatello’s brand image, enabling the brand to stay relevant in a fast-evolving market. The study emphasizes that Instagram has been a key tool in shaping positive perceptions of quality and contemporary style, while also expanding Donatello’s market reach. This research underscores the importance of social media in reinforcing the brand image of local businesses, particularly in the face of global competition. The insights gained offer valuable guidance for other local brands seeking to enhance their image and competitiveness through effective social media strategies.
Downloads
References
Daftar Pustaka
Aaker, D. A. (1996). Building Strong Brands. Free Press.
Alfajri, D., Adhiazni, R., & Aini, N. (2019). Analitik media sosial dalam interaksi merek. Jurnal Komunikasi, 7(1), 45–58.
Cahyani, N. D. P., & Fitriyani, L. (2021). Efektivitas Instagram Stories dalam pemasaran. Media Digital Indonesia, 3(2), 103–112.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. SAGE Publications.
Febriana, S., & Rahmawati, T. (2024). Konsistensi pesan merek di media sosial. Journal of Marketing Strategy, 5(4), 199–210.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kozinets, R. V. (2020). Netnography: The Essential Guide to Qualitative Social Media Research. SAGE Publications.
Krippendorff, K. (2018). Content Analysis: An Introduction to Its Methodology. SAGE Publications.
Miles, M. B., & Huberman, A. M. (1994). Qualitative Data Analysis: An Expanded Sourcebook. SAGE Publications.
Mulitawati, A., & Retnasary, D. (2020). Strategi pemasaran digital melalui Instagram. Digital Marketing Journal, 4(3), 127–136.
Pang, B., & Lee, L. (2008). Opinion Mining and Sentiment Analysis. Foundations and Trends in Information Retrieval, 2(1–2), 1–135.
Sinambela, D., Rizal, M., & Rahmat, A. (2023). Tantangan merek lokal dalam persaingan global. Jurnal Ekonomi dan Bisnis Indonesia, 8(2), 34–47.
Arifa, N. A., Karman, A., & Ulfain, U. (2023). Internalisasi Nilai-Nilai Sosio-Kultural Berbasis Etno Religi Di Masyarakat Wannas Kampung Koya Koso Papua. Communicative: Jurnal Komunikasi dan Penyiaran Islam, 4(2), 118-127.
Fauzi, R., & Islamiah, M. N. (2023). Pola asuh orang tua dalam kajian komunikasi: Implikasi terhadap hubungan keluarga. Jurnal Bimbingan Penyuluhan Islam, 5(1), 64-88.
Fauzi, R., Nurislamiah, M., & Somantri, N. T. (2024, February). The role of artificial intelligence in digital communications media dependence theory perspective. In International Conference of Bunga Bangsa (Vol. 2, No. 1, pp. 266-274).
Marliani, L., Nurislamiah, M., & Zulkarnaen, M. R. (2024). PENDEKATAN KONSELING ISLAM DALAM MENANGANI KECANDUAN MEDIA SOSIAL. Misykah: Jurnal Pemikiran dan Studi Islam, 9(1), 28-37.
Nurislamiah, M., & Fauzi, R. (2023). Peran Public Relations di Era Artificial Intelligence. Communicative: Jurnal Komunikasi dan Penyiaran Islam, 4(2), 1-10.
Nurislamiah, M., & Firdaus, M. Y. (2025). PERAN INFLUENCER MUSLIM DALAM PENYEBARAN NILAI-NILAI ISLAM. Misykah: Jurnal Pemikiran dan Studi Islam, 10(2), 24-31.
Nurislamiah, M., Fauzi, R., & Muzayyanah, H. F. (2023). KOMUNIKASI INTERPERSONAL KIAYI DALAM MENINGKATKAN SIKAP RELIGIUSITAS SANTRI MELALUI TRADISI SOWAN DI PONDOK PESANTREN KHAS KEMPEK PUTRI ASRAMA AL-NASHIR AL-MANSHUR.
Ulfah, E. S. M., & Nurislamiah, M. (2023). Komunikasi Edukatif Guru Dalam Menanamkan Nilai-Nilai Moral Pada Anak Usia Dini Di Ra Al-Hidayah Kota Cirebon. Hadlonah: Jurnal Pendidikan Dan Pengasuhan Anak, 4(2).
Widodo, A., Anantama, A., Kurniawa, S., & Nurislamiah, M. (2025). PENDAMPINGAN KONTEN KREATIF DAKWAH DIGITAL DI PONDOK PESANTREN RIYADLATUL ULUM LAMPUNG TIMUR. Communicative: Jurnal Komunikasi dan Penyiaran Islam, 6(2), 1-8.
Additional Files
Published
Issue
Section
License
Copyright (c) 2024 Rifqi Fauzi
This work is licensed under a Creative Commons Attribution 4.0 International License.
1.png)
