Narasi Persuasif pada Instagram @eureka.resto

Abstract

Abstract. Intense competition in the Food and Beverage industry has increased audience fatigue toward assertive and hard-selling advertising. This study analyzes how persuasive narratives are constructed in the Instagram captions of @eureka.resto by evaluating narrative plot integrity, thematic consistency, and brand-character reliability. The study employed a post-positivist paradigm, descriptive quantitative mapping, and a quasi-qualitative approach. The research corpus consisted of captions published from January to March 2026 that addressed Work From Cafe and meeting-room themes. Textual data were categorized in a matrix based on Walter R. Fisher’s Narrative Paradigm and triangulated through in-depth interviews with the owner, the marketing and communication representative, and a target consumer. The findings show that structural coherence emerged through a sequential problem-solution pattern that reduced overt selling pressure. Material coherence was maintained through a stable professional tone and repeated semantic anchors related to productivity, meeting rooms, and comfortable workspaces. Characterological coherence was strengthened when digital promises concerning quietness, internet access, and work facilities corresponded with consumers’ on-site experiences. The study concludes that persuasive storytelling becomes credible when narrative logic, cross-post consistency, and brand integrity operate as an integrated system.

Abstrak. Persaingan yang intens dalam industri Food and Beverage meningkatkan kejenuhan audiens terhadap iklan yang asertif dan bersifat hard-selling. Penelitian ini menganalisis konstruksi narasi persuasif dalam takarir Instagram @eureka.resto melalui keutuhan alur, konsistensi tema, dan keterandalan karakter merek. Penelitian menggunakan paradigma post-positivisme, pemetaan kuantitatif deskriptif, dan pendekatan kuasi-kualitatif. Korpus penelitian mencakup takarir periode Januari–Maret 2026 bertema Work From Cafe dan ruang pertemuan. Data tekstual dikategorikan dalam matriks berdasarkan Teori Paradigma Naratif Walter R. Fisher, lalu ditriangulasikan melalui wawancara mendalam dengan pemilik, perwakilan pemasaran dan komunikasi, serta konsumen sasaran. Hasil penelitian menunjukkan bahwa koherensi struktural terbentuk melalui pola problem-solution yang runtut dan mengurangi tekanan penjualan langsung. Koherensi material dipertahankan melalui gaya bahasa profesional yang stabil serta pengulangan penanda semantik mengenai produktivitas, ruang rapat, dan kenyamanan bekerja. Koherensi karakterologis menguat ketika janji digital mengenai ketenangan, internet, dan fasilitas kerja sesuai dengan pengalaman konsumen di lokasi. Penelitian menyimpulkan bahwa penceritaan persuasif menjadi kredibel ketika logika narasi, konsistensi antarunggahan, dan integritas merek bekerja secara terpadu.