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All Journal KAREBA : Jurnal Ilmu Komunikasi Jurnal Mirai Management Translitera : Jurnal Kajian Komunikasi dan Studi Media Community Empowerment Jurnal Ilmu Komunikasi Dan Media Journal of Social And Economics Research Jurnal Ilmiah Ilmu Sosial dan Pendidikan JAPMAS : Jurnal Politik dan Demokrasi Jurnal Ilmu Komunikasi dan Sosial Politik journal of social and economic research
Syahruddin Syahruddin
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Pengaruh Public Relations Melalui Instagram Reels Dan Brand Identity Terhadap Promosi Produk Yotta_Id Nina .; Syahruddin .; Abdul Sarlan Menungsa
Jurnal Ilmu Komunikasi Dan Sosial Politik Vol. 3 No. 4 (2026): April - Juni
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jiksp.v3i4.4461

Abstract

This study examines the influence of Instagram Reels utilization strategies and brand identity engagement on product promotion effectiveness for the @yotta_id account. It aims to determine how creative short-form audiovisual content and brand identity consistency strengthen product promotion in Kendari. Using a quantitative method, the research tested variables through primary data collection from 94 students at Nahdlatul Ulama University of Southeast Sulawesi (UNUSRA) who are active Instagram users. Data were analyzed via multiple linear regression using SPSS software. Findings indicate that the Instagram Reels variable, characterized by visual quality and content appeal, partially exerts a significant impact on product promotion. Similarly, brand identity positively influences promotion through two-way interaction between followers and the brand. Simultaneously, both variables significantly drive promotional success for @yotta_id. The study concludes that combining creative content with visual and value consistency is a key factor in digital marketing. These results contribute to communication science literature.
Co-Authors Abdul Sarlan Menungsa Abdul Sarlan Menungsa Sarlan Agusrinal Ahmad Hamid Armadi Chairunnas Habil Hamid Khaery, Aqmal La Ode Ismail La Ode M. Nasir Mardiana Murni Murni Nina . Paramitha Purwita Sari Prasetya, Wandy Murti Samsi Burhan Tamaulina Br Sembiring Wiwin Sultraeni Wiwing Sri Cahyanti