Strategi Komunikasi Pemasaran Digital Paper Official melalui Instagram
DOI:
https://doi.org/10.29313/bcspr.v6i2.24875Keywords:
Komunikasi Pemasaran Digital, Instagram, Media Baru, Strategi Komunikasi, Paper OfficialAbstract
Abstract. Paper Official is a local fashion brand based in Bandung that utilizes Instagram as its primary platform for digital marketing communication to promote its products and establish communication with consumers. This study aims to analyze the digital marketing communication strategy implemented by Paper Official through Instagram to attract consumer interest. This research employed a qualitative method with a case study approach. Data were collected through in-depth interviews, observations, and documentation involving the owner, employees, and consumers of Paper Official. The findings indicate that Paper Official's digital marketing communication strategy focuses on delivering product-oriented content, utilizing Instagram features such as Reels, Stories, and Feeds according to their respective characteristics, and fostering two-way communication with consumers through various interactive features. Instagram was selected because it enables the brand to expand its information reach, facilitate interaction with consumers, and support more effective product communication. In addition, consistency in content presentation and responsiveness to consumer interactions were found to be important factors supporting the implementation of Paper Official's digital marketing communication strategy.
Abstrak. Paper Official merupakan fashion brand lokal asal Kota Bandung yang memanfaatkan Instagram sebagai media utama dalam komunikasi pemasaran digital untuk memperkenalkan produk serta menjalin komunikasi dengan konsumen. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran digital yang diterapkan Paper Official melalui Instagram dalam menarik minat konsumen. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi dengan melibatkan pemilik, karyawan, serta konsumen Paper Official. Analisis data dilakukan menggunakan model Miles, Huberman, dan Saldaña yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran digital Paper Official dilakukan melalui penyajian konten yang berfokus pada informasi produk, pemanfaatan fitur Reels, Stories, dan Feeds sesuai karakteristiknya, serta komunikasi dua arah dengan konsumen melalui berbagai fitur interaktif Instagram. Instagram dipilih karena mampu memperluas jangkauan informasi, memudahkan interaksi dengan konsumen, dan mendukung penyampaian informasi produk secara lebih efektif. Selain itu, konsistensi penyajian konten dan respons terhadap interaksi konsumen menjadi faktor yang mendukung pelaksanaan strategi komunikasi pemasaran digital Paper Official.
References
Chaffey, D., & Chadwick, F. E. (2022). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson Education.
Creswell, J. W. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). Sage Publications.
Effendy, O. U. (2009). Ilmu Komunikasi: Teori dan Praktek. PT Remaja Rosdakarya.
George E. Belch, M. A. B. (2017). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
Hafied Cangara. (2020). Pengantar Ilmu Komunikasi Edisi Keempat. Rajagrafindo Persada.
Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson Education.
Levy, P. (2010). New media: Theory and applications. McGraw-Hill.
Lievrouw, L. A., & Livingstone, S. (2006). Handbook of New Media: Social Shaping and Social Consequences of ICTs. Sage Publications.
Mekarisce, A. A. (2020). Teknik Triangulasi dalam Penelitian Kualitatif. 12(1), 62–71.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative Data Analysis: A Methods Sourcebook (3rd ed.). Sage Publications.
Mulyana, D. (2015). Ilmu Komunikasi: Suatu Pengantar. PT Remaja Rosdakarya.
Nasrullah, R. (2018). Riset khalayak digital: perspektif khalayak media dan realitas virtual di media sosial. https://pdfs.semanticscholar.org/befb/427a193c149e8248a098669b4911c6760c68.pdf
Tuten, T. L., & Solomon, M. R. (2018). Social Media Marketing (3rd ed.). Sage Publications.
Van Dijck, J. (2013). The Culture of Connectivity: A Critical History of Social Media. Oxford University Press.
We Are Social, & Meltwater. (2025). Digital 2025: Indonesia.
