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All Journal Proceedings of Jogjakarta Communication Conference (JCC)
Denis Hida Lutfiana Stefani
Universitas Muhammadiyah Yogyakarta
Social Sciences

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Online Promotions Strategy Through the PESO Model Approach on Instagram @akkarjuicebar in Increasing the Number of Consumers in 2025 Delviana Farah Dini Safitri; Adhianty Nurjanah; Denis Hida Lutfiana Stefani
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Changes in modern society’s lifestyle shows a significant shift toward healthier living patterns. This study aims to analyze the online promotion strategy through the PESO model approach on the Instagram @akkarjuicebar in increasing the number of consumers in 2025. Akkar juice bar is business that sells healthy fruit-based beverages and relies on Instagram as its primary promotional medium. This research uses a descriptive qualitative method with data collection techniques through in-depth interviews and documentations. The study applies the PESO model proposed by Gini Dietrich. The results show that Instagram promotion conducted by akkar juice bar aims to reach a wider range of consumers while introducing the brand identity to new audiences, the target consumers are individuals aged 19-35 years, particulary students and workers who are concerned about a healthy lifestyle. The implementation of the PESO model includes the use of Paid media through endorsments by Instagram creators @belindapermata and @putufahru. Earned media appears through consumers voluntarily activities in sharing their experiences, such as posting Instagram stories, uploading product photos, and tagging the account @akkarjuicebar. Shared media is implemented through interactive features including comments, direct massages, and reposting costumers’ stories. Owned media is realized through the management of the Instagram account @akkarjuicebar, wich is fully controlled by the Akkar team. This study shows that the PESO elements most relied upon are owned and earned media. However, their utilization still needs improvement so that they not only generate interaction but also encourage purchasing decisions more effestively.
Digital Marketing Communication Strategy Through Instagram in Enhancing Brand Awareness: An AISAS Perspective Study of Nasi Bebek Bahagia (2025) Afdhol Fikri Astika; Adhianty Nurjanah; Denis Hida Lutfiana Stefani
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Instagram, as a visual based social media platform, has become a primary medium for young consumers in seeking references before making purchasing decisions. In Yogyakarta’s culinary industry, Instagram plays a strategic role in enhancing brand awareness and building relationships with consumers through interactive features such as Feed, Stories, and Reels. Increasing market competition encourages businesses to implement adaptive digital marketing communication strategies aligned with consumer behavior. This study aims to describe the digital marketing communication strategy of @nasibebek.bahagia on Instagram in enhancing brand awareness using the AISAS approach (Attention, Interest, Search, Action, Share). The research employs a descriptive qualitative approach within a post-positivist paradigm. Data were collected during the 2025 operational period through in-depth interviews with the business owner, customers, and content marketing, as well as documentation of Instagram content. The findings indicate that the Attention and Interest stages are developed through consistent visual aesthetics and content relevant to the student segment. The Search stage is facilitated by providing clear information through the feed and highlights features, which subsequently encourages the Action stage in the form of store visits and purchasing decisions. The Share stage emerges through consumer participation in sharing their experiences on social media. The findings demonstrate that this strategy plays a significant role in strengthening brand recognition and enhancing brand recall among the target consumers. Overall, although the strategy has not been formally structured through a fixed content calendar, the consistent utilization of Instagram features has proven effective in building and strengthening Nasi Bebek Bahagia’s brand awareness.
Co-Authors Adhianty Nurjanah Afdhol Fikri Astika Delviana Farah Dini Safitri