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All Journal Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Sociometry: Journal of Social Science, Art and Humanity Orasi: Jurnal Dakwah dan Komunikasi
Rofian Dedi Susanto
Universitas Pamulang
Religion Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences

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Decoding Authenticity In Digital Marketing: A Netnographic Study Of User-Generated Content, Algorithmic Curation, And Brand Storytelling On @Scarlettofficial Rofian Dedi Susanto; Rifky Maulana
Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Vol 7 No 1 (2026): April
Publisher : Prodi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik USB YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/buanakomunikasi.2026.7.1.5365

Abstract

This research explores the intersection of algorithmic curation and brand authenticity on Instagram, focusing on @scarlettofficial. In a digital landscape governed by engagement-driven algorithms, brands face a tension between high-fidelity production and consumer demand for unvarnished authenticity. Utilizing a netnographic approach (July–September 2025) and grounded theory analysis, this study investigates how the strategic deployment of low-fidelity User-Generated Content (UGC) serves as a structural bridge to bypass algorithmic gatekeeping. Findings reveal that @scarlettofficial navigates the "pseudo-individuality" trap by integrating raw, peer-driven visual assets into its marketing matrix. These low-fidelity markers—characterized by natural lighting and informal narratives—function as potent social proof, fostering deep discursive engagement that satisfies both algorithmic metrics and the psychological need for authenticity. This study contributes to digital communication theory by framing authenticity as a dynamic, algorithmically mediated social construction.
KOMUNIKASI PEMASARAN DIGITAL: ANALISIS PROMOSI DAN KEMASAN KONTEN DALAM SELEBRASI HARI KEMERDEKAAN 2025 DI INSTAGRAM (STUDI PADA AKUN INSTAGRAM @JCOINDONESIA) Rifky Maulana; Rofian Dedi Susanto; Diah Tri Andini
ORASI: Jurnal Dakwah dan Komunikasi Vol. 16 No. 2 (2025): Desember 2025
Publisher : UIN Siber Syekh Nurjati Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24235/orasi.v16i2.22495

Abstract

Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran digital yang dilakukan oleh akun Instagram @jcoindonesia dalam menyambut Selebrasi Hari Kemerdekaan Indonesia 2025, dengan fokus pada aspek promosi dan kemasan konten (content packaging). Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis isi (qualitative content analysis) terhadap unggahan berupa feed, Reels, dan Story selama periode 1 – 31 Agustus 2025. Hasil penelitian menunjukkan bahwa J.CO memanfaatkan momen kemerdekaan tidak hanya untuk meningkatkan penjualan melalui promo “Sweet Freedom” dan “Freedom Deals”, tetapi juga membangun kedekatan emosional dengan audiens melalui narasi patriotik, visual merah-putih, dan storytelling. Secara semiotik, elemen-elemen tersebut mencerminkan makna denotatif berupa simbol nasional serta makna konotatif berupa kebanggaan dan persatuan (Barthes, 1977; Hammar & Johansson, 2024). Engagement tertinggi ditemukan pada konten berbentuk Reels karena memadukan visual dinamis, audio tematik, dan call-to-action yang jelas. Temuan ini menunjukkan bahwa sinergi antara strategi promosi, kemasan konten, dan pemanfaatan momen budaya mampu memperkuat brand awareness, brand image, dan customer engagement. Artinya, keberhasilan kampanye tidak hanya ditentukan oleh penawaran diskon, tetapi juga oleh kemampuan merek membangun makna, emosi, dan identitas budaya dalam ruang digital.
The Role of Social Media in Building Corporate Image: A Qualitative Study of @rahmahtravel.id's Communication Strategy on Instagram Rofian Dedi Susanto; Ido Afriadi
Sociometry Journal of Social Science, Art and Humanity Vol. 6 No. 1 (2026)
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/sociometry.v6i1.11392

Abstract

This research is motivated by the paradigm shift of corporate communication to digital platforms, specifically the strategic role of Instagram in the religious travel industry to build public trust and corporate image. The purpose of this study is to analyze the communication strategy of the @rahmahtravel.id account, identify the visual and narrative elements shaping its corporate image, and explain Instagram's contribution to this image formation. The research method used is qualitative with a constructivism paradigm. Data was collected through upload observation, documentation, and literature study, and subsequently analyzed using qualitative content analysis focusing on integrated visual-verbal discourse. The results show that @rahmahtravel.id's communication strategy is built upon a harmonious synergy between visual aesthetics (representation of collective piety and professional facilities) and the power of linguistic narratives (the use of spiritual metaphors, lexicons of trust, and warm imperative structures). Instagram contributes by transforming monological communication patterns into participatory interactions (co-creation of meaning). The impact of this research provides empirical evidence that intersemiotic integration on social media effectively projects a religious and professional corporate image, which serves as a crucial foundation for safeguarding the company's reputation from trust crises while building long-term customer loyalty.
Co-Authors Diah Tri Andini Ido Afriadi Maulana, Rifky