Rekonstruksi Pesan Teknis Konten Media Sosial dalam Mengedukasi Calon Klien Business-to-Business (B2B)
Studi Kasus pada Akun Instagram @mnabridge.id
DOI:
https://doi.org/10.29313/bcscm.v6i2.24777Keywords:
cognitive load theory, rekonstruksi pesan, komunikasi b2bAbstract
Abstract. The landscape of Business-to-Business (B2B) marketing communication demands the transformation of complex technical messages into humanistic digital narratives to prevent information overload. PT. Media Nusantara Agamindo (MNA Bridge) faces the challenge of information asymmetry in communicating IT and Accounting services to non-technical prospective clients via Instagram. This research aims to analyze the implementation of technical message reconstruction through the synchronization of chunking methods, copywriting strategies, and visual hierarchy arrangements, as well as to explain the strategic reasons for selecting these elements in reducing the audience's extraneous cognitive load. This research utilizes a descriptive qualitative method with a case study approach and a constructivism paradigm. Data were collected through active online participant observation, in-depth interviews with internal informants (Head of Creative and Head of IT Divisions) and proxies for prospective B2B clients (CEOs), and documentation. Data analysis was conducted following the six procedural steps of Creswell & Creswell. The results show that MNA Bridge successfully reduced the audience's cognitive load through three integrative pillars: (1) "language metamorphosis," which transforms technical jargon into everyday analogies through strict internal curation; (2) the application of visual rhetoric via color palette differentiation and minimalist design as cognitive navigation; and (3) the use of the carousel format to break down information (chunking) and provide message reception pauses (pacing). The synergy of these three strategies has been empirically proven to successfully convert technical complexity into perceptions of professionalism, bonafide credibility, and trust from business decision-makers.
Abstrak Lanskap komunikasi pemasaran Business-to-Business (B2B) menuntut transformasi pesan teknis yang kompleks menjadi narasi digital yang humanis guna menghindari information overload. PT. Media Nusantara Agamindo (MNA Bridge) menghadapi tantangan asimetri informasi dalam mengomunikasikan jasa IT dan Akuntansi kepada calon klien non-teknis melalui Instagram. Tujuan penelitian ini adalah untuk menganalisis proses implementasi rekonstruksi pesan teknis melalui sinkronisasi metode chunking, strategi copywriting, dan pengaturan hierarki visual, serta menjelaskan alasan strategis pemilihan elemen tersebut dalam mereduksi extraneous cognitive load audiens. Penelitian ini menggunakan metode kualitatif deskriptif dengan pendekatan studi kasus dan paradigma konstruktivisme. Data dikumpulkan melalui observasi partisipatif aktif secara daring, wawancara mendalam terhadap informan internal (Kepala Divisi Kreatif dan Kepala Divisi IT) serta proksi calon klien B2B (CEO), dan dokumentasi. Analisis data dilakukan dengan mengikuti enam tahapan prosedural Creswell & Creswell. Hasil penelitian menunjukkan bahwa MNA Bridge berhasil mereduksi beban kognitif audiens melalui tiga pilar integratif: (1) "metamorfosa bahasa" yang mengubah jargon teknis menjadi analogi berbasis keseharian melalui kurasi internal yang ketat; (2) penerapan retorika visual melalui diferensiasi palet warna dan desain minimalis sebagai navigasi kognitif; serta (3) penggunaan format carousel untuk memecah informasi (chunking) dan memberikan jeda penerimaan pesan (pacing). Sinergi dari ketiga strategi ini secara empiris terbukti sukses mengonversi kerumitan teknis menjadi persepsi profesionalitas, bonafiditas, dan rasa percaya (trust) dari para pengambil keputusan bisnis.
References
Baksin, A. (n.d.). Memahami Kecerdasan Buatan (AI): Menjelajahi Potensi dan Tantangan di Masa Depan – Askurifai Baksin.
Balaji, M. S., Behl, A., Jain, K., Baabdullah, A. M., Giannakis, M., Shankar, A., & Dwivedi, Y. K. (2023). Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement. Industrial Marketing Management, 113–257.
Clark, C., & Kimmons, R. (2023). Cognitive Load Theory. EdTechnica.
Creswell, W. J., & Creswell, J. D. (2022). RESEARCH DESIGN: Qualitative, Quantitative, and Mixed Methods Approaches (6th ed.). SAGE Publications Inc.
Fardiah, D., Rinawati, R., Darmawan, F., Abdul, R., & Lucky, K. (2020). MEDIA LITERACY FOR DISSEMINATION ANTICIPATED FAKE NEWS ON SOCIAL MEDIA. Mediator: Jurnal Komunikasi, 13(2), 278–289.
Foss, S. K. (2005). Theory of Visual Rhetoric. In K. Ken Smith, S. Sandra Moriarty, G. Gretchen Barbatsis, & K. Kenney (Eds.), Handbook of Visual Communication: Theory, Methods, and Media (pp. 141-152). Lawrence Erlbaum Associates.
Gu, W., Chan, K. W., Kwon, J., Dhaoui, C., & Septianto, F. (2023). Informational vs. emotional B2B firm-generated-content on social media engagement: Computerized visual and textual content analysis. Industrial Marketing Management, 112, 98–112.
Ismayilov, C. (2023). Business to Business Communication on Social Media Platforms.
Lilien, G. L., Petersen, A. J., & Wuyts, Stefan. (2022). Handbook of business-to-business marketing. Edward Elgar Publishing.
Maulana, A. M. (2025). OLEH INDIBIZ YOGYAKARTA DI PT TELKOM INDONESIA.
Redish, Janice. (2007). Letting go of the words: writing Web content that works.
Saputra, R. C., & Prathisara, G. (2025). Pemanfaatan Instagram Sebagai Media Komunikasi Pemasaran di Era Digital Pada Akun Instagram @thriftworld_Store. JKOMDIS: Jurnal Ilmu Komunikasi Dan Media Sosial, 5(1), 172–180.
Sharofova, S. (2024). Decoding Jargon: The Art of Simplifying Technical Translation. Eurasian Journal of Learning and Academic Teaching, 29, 20–25.
Stokes, J. C. (2021). How to do media & cultural studies.
Sulistyazahra, D., Fathan Akbar, R., Thalib, A. R., Julianti, L., Siregar, R. M., & Surabaya, U. N. (2025). Peran Strategi Komunikasi Pemasaran melalui Instagram dalam Pembentukan Brand Awareness ARSA Technology.
Sweller, J. (1988). Cognitive Load During Problem Solving: Effects on Learning. Cognitive Science, 12(2), 257–285.
