<![CDATA[Instagram has become one of the social media platforms used by brands to build brand identity through visual content. Fore Coffee utilizes the Instagram account @fore.coffee to convey its brand identity through consistent and modern visual displays. This study aims to analyze how the visual content of Instagram @fore.coffee shapes Generation Z’s perception of Fore Coffee’s brand identity. This research employed a qualitative approach using a netnography method. Data collection techniques were conducted through interviews, observation, and documentation of Instagram content. Data analysis used the Miles and Huberman interactive analysis model. The findings indicate that the visual content of Instagram @fore.coffee is perceived as modern, organized, and easily recognizable. Promotional content and new menu information tend to attract greater audience attention. However, each audience demonstrated different levels of attention and engagement toward the displayed content. This study indicates that Instagram visual content is related to the formation of audience perceptions toward Fore Coffee’s brand identity. ]]>
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