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All Journal Brand Communication
Risky Cristian Dominicus Pakpahan
Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bahasa, Universitas Bina Sarana Informatika, Jakarta
Languange, Linguistic, Communication & Media Social Sciences

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Strategi Komunikasi Pemasaran UMKM Oseng Mercon Pada Akun Instagram @OsengosengJKT Risky Cristian Dominicus Pakpahan; Silvina Mayasari; Sultan Himawan
Brand Communication Vol. 5 No. 4 (2026): Nettizen Sebagai Audiens Pada Gawai Internet
Publisher : Prisani Cendekia Institute

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Abstract

This study aims to examine the marketing communication strategy applied by the MSME Oseng Mercon through its Instagram account @Osengoseng.jkt in promoting its products to a wider audience. The research employed a qualitative approach grounded in the constructivism paradigm, with data collected through observation of Instagram content, interviews with the account manager, and documentation of digital marketing activities carried out in the Rawamangun Muka area, East Jakarta. The findings show that @Osengoseng.jkt has optimally utilized Instagram based on Kotler's five pillars of digital marketing, namely responsive two-way interaction, strong audience engagement with an engagement rate reaching 12.39%, creative content such as photos, reels, and customer reviews, relationship marketing strategies through friendly service and loyalty programs, and cost efficiency combined with wide promotional reach that has even attracted attention from national media. Overall, consistent and interactive management of Instagram has proven to be a key factor in Oseng Mercon's success in building brand image and strengthening customer loyalty in the digital marketing era.
Co-Authors Silvina Mayasari Sultan Himawan