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All Journal Jurnal PIKMA : Publikasi Ilmu komunikasi Media dan Cinema Jurnal Riset Public Relations
Senjani, Sena
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Humanities Languange, Linguistic, Communication & Media Social Sciences

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Optimizing Instagram @asbhoel in Maintaining Distro Asbhoel Customer Relations Senjani, Sena; Neni Yulianita
Jurnal Riset Public Relations Volume 5, No. 1, Juli 2025, Jurnal Riset Public Relations (JRPR)
Publisher : UPT Publikasi Ilmiah Unisba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/jrpr.v5i`1.5928

Abstract

Abstract. Social media, particularly Instagram, has become a crucial platform for building such interactions due to its visual and interactive nature. Asbhoel, one of the Distros in the city of Bandung that has a strong relationship with customers from the perspective of online media Instagram. Therefore, This study aims to analyze the optimization of Instagram as a social media platform for maintaining customer relationships at Distro Asbhoel. Using a qualitative approach, the study explores content strategies and the use of Instagram's interactive features in fostering customer engagement, strengthening loyalty, and enhancing brand image. Data was collected through in-depth interviews, direct observation, and content analysis of the Instagram account @asbhoel. The findings reveal that Distro Asbhoel leverages visual consistency and storytelling to build emotional connections with customers. Additionally, interactive features such as polls, question stickers, and Instagram Live are employed to engage customers, creating more personal relationships directly. User-generated content strategies also play a significant role in expanding market reach and increasing customer engagement. The study concludes that Instagram is an effective platform for supporting customer relationship management in the digital era. With the right strategies, social media not only serves as a marketing tool but also as a medium to build a loyal customer community.
Cyberbranding Interactivity in Micro, Small, and Medium Enterprises (MSMEs) of Asbhoel Distro Senjani, Sena; Fardiah, Dedeh; Ratnasari, Anne
Jurnal PIKMA : Publikasi Ilmu Komunikasi Media Dan Cinema Vol. 8 No. 1 (2025): September 2025
Publisher : Fakultas Ekonomi dan Ilmu Sosial Program Studi Ilmu Komunikasi Universitas AMIKOM Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24076/xp7vnd33

Abstract

Ashboel Distro entered the fashion industry by branding the use of professional soccer players. The branding is very tantalizing and quite a novelty for the development of the fashion industry in the digital era. The purpose is to analyzing the packaging of Distro Asbhoel  cyberbranding content by using professional soccer players on Instagram. Method: Qualitative with a case study approach and inductive data analysis techniques. Results and conclusions: Asbhoel succeeded in building strong cyberbranding through interactive content packaging, dialogic communication, and consistent management of audience participation on Instagram. The strategy of using professional soccer players also proved effective in increasing brand awareness and building emotional connections with audiences. Implications: Reinforces the concepts of cyberbranding by demonstrating the importance of emotional engagement and two-way dialog in shaping brand loyalty. Provides guidance for businesses to design content, select the right influencers, and utilize audience feedback to build strong and sustainable branding.
Co-Authors Anne Ratnasari Dedeh Fardiah Neni Yulianita