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p-Index From 2021 - 2026
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All Journal Jurnal Komunitas (Komunikasi Tiada Batas) Communica : Journal of Communication
Maryami
Universitas Sahid Jakarta
Education Languange, Linguistic, Communication & Media Social Sciences

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A Qualitative Content Analysis of Copywriting Elements in @batiksalmacirebon Instagram Posts (March–October 2025) Eko Agung Sugiyarto; Marlinda Irwanti Poernomo; Maryami
Communica : Journal of Communication Vol. 4 No. 3 (2026): July 2026
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v4i3.1495

Abstract

The rapid growth of digital media has encouraged businesses to increasingly utilize Instagram as a marketing communication platform. This study aims to identify the copywriting elements and categories of advertising copy used in Instagram posts on the @batiksalmacirebon account. Employing a qualitative descriptive approach and content analysis method, the study analyzed a dataset of 187 Instagram posts published between March 1 and October 25, 2025. Data were collected through non-participant observation and documentation of posts containing copywriting elements. The findings reveal that the account consistently applies key copywriting components, particularly headlines, subheadlines, and body copy, while taglines and slogans were not identified in the analyzed posts. Furthermore, the analysis classified the advertising messages into ten copywriting categories, with factual, “you and me,” and teaser copy emerging as the most frequently used forms. The study contributes to social media marketing literature by providing a systematic mapping of copywriting structures and categories employed in Instagram-based batik promotion, offering a clearer understanding of how local creative industry brands communicate through digital platforms. The findings also provide insights into the strategic use of copywriting to support branding and promotional communication for cultural products. However, this study is limited to mapping copywriting structures and categories and does not evaluate audience responses, engagement levels, or the persuasive effectiveness of the advertising messages.
DIGITALISASI DESAWISATA BERBASIS KOMUNITAS MELALUI INSTAGRAM @DEWITINALAH: KAJIAN ANALISIS MULTIMODAL KRESS DAN VAN LEEUWEN Eko Agung Sugiyarto; Marlinda Irwanti Poernomo; Maryami
JURNAL KOMUNITAS Vol. 12 No. 2 (2026): Jurnal KOMUNITAS, Vol.12 No. 2, Edisi September 2026-Februari 2027 (Forthcomin
Publisher : Prodi Ilmu Komunikasi Universitas Sahid Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47942/jkom.v12i2.2258

Abstract

Sustainable tourism supported by the government and based on the empowerment of local communities is known as ecotourism. The Tinalah Village Tourism Destination uses Instagram as an online promotional tool. As defined by the International Ecotourism Society (TIES), promotional content for tourism villages must reflect the characteristics of the village so that tourists not only receive information about tourism but also understand the values of conservation, education, and community participation which are the primary objectives of tourism villages. Using Kress and van Leeuwen’s multimodal analysis approach, this study aims to describe the characteristics of the tourism village from a TIES perspective as presented in Instagram promotional content. The study conducted a content analysis of posts on the @dewitinalah Instagram account using a descriptive qualitative approach. The results indicate that the promotional content on this account possesses representational, interactive, and compositional meanings related to the characteristics of a tourism village according to TIES. These meanings are evident in the promotional, educational, historical, and knowledge-based content presented in the feed. However, the management of digital promotional content still needs improvement through training for the local community, particularly regarding how to optimize digital promotional content. This effort is crucial for sustainable tourism goals, as tourism villages enable optimal growth and global competitiveness..
Co-Authors Eko Agung Sugiyarto Marlinda Irwanti Poernomo Marlinda Irwanti Poernomo