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All Journal JURNAL KOMUNIKATIO Multidisciplinary Indonesian Center Journal
Vionita Qatrunnada
Telkom University
Religion Humanities Earth & Planetary Sciences Education Languange, Linguistic, Communication & Media Other

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PENGGUNAAN KONTEN INSTAGRAM UNTUK BRANDING UMKM AQILLAH BY RIA Martha Tr Lestari Djamil; Vionita Qatrunnada
JURNAL KOMUNIKATIO Vol. 9 No. 1 (2023): Jurnal Komunikatio
Publisher : Universitas Djuanda Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (271.762 KB) | DOI: 10.30997/jk.v9i1.7647

Abstract

Penelitian ini membahas mengenai upaya branding salah satu UMKM bergerak di bidang fashion yang mengusung konsep Bukittinggi Aqillah by Ria. Tujuan dari branding yang dilakukan adalah mengenalkan brand kepada audiens yang sudah ditetapkan. Salah satu hal yang dilalukan dalam upaya branding yang dilakukan Aqillah by Ria adalah dengan menggunakan konten pada Instagram. Berdasarkan hal tersebut, peneliti tertarik untuk mengetahuia peranan sosial media khsusnya penggunaan konten Instagram pada brand Aqillah by Ria. Metode yang digunakan adalah dengan pendekatan kualitatif dengan deskriptif. Teknik pengumpulan data yang dilakukan adalah dengan observasi, wawancara, dan dokumentasi. Penelitian ini menggunakan konsep Circullar Model of Social Media menurut Lutrell (2016) yang meliputi share, optimize, manage, dan engage. Penelitian ini juga menggunakan konsep brand strategy menurut Knapp (2000) yang meliputi penilaian brand, brand promise, brand blueprint, kulturasi brand, dan keunggulan brand. Hasil penelitian ini dapat disimpulkan bahwa pengelolaan konten dengan tahapan share yaitu dengan memilih Instagram untuk menyebarluaskan informasi, optimize yaitu berisi foto dan vidio dalam kontennya, manage, yaitu melihat reaksi dari audiens, serta engage yaitu bekerja sama dengan puteri Indonesia 2022. Dalam branding Aqillah by Ria juga melakukan tahapan strategy branding seperti melakukan penilaian brand, melakukan brand promise, menentukan brand blueprint, dan keunggulan brand.
THE INFLUENCE OF SOCIAL MEDIA ACTIVITIES ON BRAND LOYALTY OF KOPI KENANGAN MEDIATED BY INTENTION OF CONTINUED USAGE INTENTIONS Vionita Qatrunnada; Riski Taufik Hidayah
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 2 No. 3 (2025): Vol. 2 No. 3 Edisi Juli 2025
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v2i3.1043

Abstract

Social media activities carried out by coffee brands are often used, especially to create loyalty among consumers, but challenges and effectiveness need to be considered to maximize the company's potential. This study aims to determine the brand experience created through social media marketing activities to build brand loyalty. This study will examine social media marketing on the Kopi Kenangan account, sensory brand experience, affective brand experience, behavioral brand experience, intellectual brand experience, value consciousness, brand consciousness, continued usage intention, and brand loyalty, based on the journal by Kumar & Hsieh (2024) titled “How do social media marketing activities affect brand loyalty?” The mediating role of brand experience and Ismail (2017) with the title “The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness.” The research method used is quantitative, conducting a survey using Google Forms with a sample size of 400 respondents, consisting of Kopi Kenangan consumers who consistently purchase Kopi Kenangan products and recommend Kopi Kenangan products. Descriptive analysis was then conducted based on structural equation modeling and partial least squares data using SmartPLS. The results showed that social media activities influence Kopi Kenangan brand loyalty through brand experience. The results were statistically analyzed using a significance level of 0.05. The researcher found that the calculated t-value was greater than the table t-value (7.577 > 1.65). In other words, social media activities influence brand loyalty. Kopi Kenangan can maximize strategies to enhance brand loyalty through social media activities, which can also serve as a reference for future strategic development.
Co-Authors Martha Tr Lestari Djamil Riski Taufik Hidayah