Marcommers : Jurnal Marketing Communication and Advertising
Vol 13, No 1 (2024)

Strategi Visual Branding dan Resepsi Khalayak : Studi Kasus % Arabica Indonesia di Instagram

Mauliddiyah, Dwi Shafira (Unknown)
Rahma, Rika Yessica (Unknown)
Sukmarini, Andi Vita (Unknown)

Article Info

Publish Date
02 Mar 2024

Abstract

Penelitian ini menganalisis resepsi khalayak terhadap brand image % Arabica melalui akun Instagram @arabica.indonesia menggunakan paradigma konstruktivis dan model analisis resepsi Stuart Hall. Wawancara mendalam dengan empat informan menunjukkan bahwa brand image % Arabica diterima secara dominan positif, dengan sedikit posisi negosiasi terkait harga. Visual minimalis dan narasi emosional membentuk persepsi eksklusif di benak konsumen. Temuan ini menegaskan pentingnya strategi visual dan storytelling dalam membangun brand image di media sosial.

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Journal Info
Marcommers : Jurnal Marketing Communication and Advertising
Website

Abbrev

marcommers

Publisher

Universitas Mercu Buana

Subject

Humanities Languange, Linguistic, Communication & Media Social Sciences

Description

Marcommers is a peer -reviewed scientific journal that published two (2) times a year, in March and October. Editors receive research papers that closely related to the field of Marketing Communication (Advertising, Digital Marketing Communication and consumen behavior). Research themes focused on ...