Strategi Komunikasi Digital Brand Lokal di Instagram: Analisis Naratif dan Visual : Studi pada Masker Kelor

Icha Putri Andini Sitinjak; Mochammad Kresna Noer

doi:10.59024/jiti.v4i4.2503

Authors

Icha Putri Andini Sitinjak Universitas Bakrie
Mochammad Kresna Noer Universitas Bakrie

DOI:

https://doi.org/10.59024/jiti.v4i4.2503

Keywords:

Brand Image, Digital Branding, Instagram, Narrative Communication, Visual Branding

Abstract

This study examines the digital communication strategy of Masker Kelor, a local herbal skincare brand, through Instagram by focusing on the integration of narrative and visual elements in building brand image. The study aims to analyze the implementation of digital narratives and visual branding and their contribution to creating a consistent brand image. A qualitative descriptive approach was employed, with data collected through observation of Instagram content and interviews with the brand manager. Data analysis focused on digital communication strategies, narrative elements, visual branding, and brand image formation. The findings reveal that Masker Kelor consistently conveys messages emphasizing natural ingredients and product safety. Its digital narratives apply a problem–solution structure, educational and persuasive messages, consumer testimonials, and audience interaction. The visual branding is characterized by consistent colors, kelor leaf imagery, simple typography, and a natural, clean design style. The integration of narrative and visual elements strengthens brand identity and shapes a brand image associated with being natural, safe, and trustworthy. This study highlights that consistent storytelling, visual identity, and audience engagement can support practical digital branding strategies for local small and medium-sized businesses with limited resources.

References

Aaker, D. A. (2020). Aaker on Branding: 20 Principles That Drive Success. Morgan James Publishing.

Akmaludin, N., & Zulfa, L. (2025). Disonansi naratif dalam komunikasi korporasi: Studi kasus ketidaksesuaian klaim produk dan realitas teknis pada brand Aqua. Konstitusi: Jurnal Hukum, Administrasi Publik, dan Ilmu Komunikasi, 2(4), 158–171. https://doi.org/10.62383/konstitusi.v2i4.1207

Belch, G. E., & Belch, M. A. (2020). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.

Bungin, B. (2017). Metodologi Penelitian Sosial dan Ekonomi: Format-format Kuantitatif dan Kualitatif untuk Studi Sosiologi, Kebijakan Publik, Komunikasi, Manajemen, dan Pemasaran. Kencana.

Cahyaningrum, N. P., Prasetya, H., & Mustiawan, M. (2025). Storytelling Marketing Communication dalam Membangun Engagement pada Nano Influencer TikTok @Tenscoffeeid. Jurnal Studi Ilmu Sosial dan Politik, 5(1), 85–101. https://doi.org/10.35912/jasispol.v5i1.5004

Creswell, J. W. (2022). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (6th ed.). SAGE Publications.

Deuze, M. (2020). McQuail’s Media and Mass Communication Theory. Sage Publications.

Dewi, M. S. R. (2024). “Analisis Digital Branding pada Akun Media Sosial Instagram @Umbulbrondong Klaten.” Jurnal Kajian Pariwisata, 6(2), 142–154. https://doi.org/10.51977/jiip.v6i2.1871

Erwita, M. A., & Handayani, Y. I. (2022). The Content Marketing Analysis on Indonesian Local Brand Fashion on Instagram. EKOMABIS: Jurnal Ekonomi Manajemen Bisnis, 3(02), 191–204. https://doi.org/10.37366/ekomabis.v3i02.382

Fill, C., & Turnbull, S. (2022). Marketing Communications: Discovery, Creation and Conversations (9th ed.). Pearson.

Firdaus, A. (2025). The influence of user-generated content on brand image on social media. Oikonomia: Journal of Management Economics and Accounting, 2(3), 176–185. https://doi.org/10.61942/oikonomia.v2i3.349

Indigo, M., & Wahyudi, T. H. (2025). Analisis Pembuatan Strategi Media Sosial Instagram untuk Meningkatkan Brand Awareness pada Brand Essi. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 8(8), 9419–9427. https://doi.org/10.54371/jiip.v8i8.8987

Jenkins, H., & Plasencia, A. (2017). Convergence Culture: Where Old and New Media Collide. In Is the Universe a Hologram? (pp. 200–210). MIT Press. https://doi.org/10.7551/mitpress/9780262036016.003.0012

Kementerian Koperasi dan UKM. (2024, 14 Oktober). Kemenkop UKM: 25,5 juta UMKM telah “go digital”. Antara News. https://www.antaranews.com/berita/4397157/kemenkop-ukm-255-juta-umkm-telah-go-digital

Kizilhan, T., & Bal, S. (2016). The Rise of the Network Society - The Information Age: Economy, Society, and Culture. Contemporary Educational Technology, 7(3), 260–270. https://doi.org/10.30935/cedtech/6177

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. John Wiley & Sons.

Krippendorff, K. (2019). Content Analysis: An Introduction to Its Methodology (4th ed.). SAGE Publications.

Littlejohn, S. W., Foss, K. A., & Oetzel, J. G. (2017). Theories of Human Communication (11th ed.). Waveland Press.

Megahidayah, D., Nurdiarti, R. P., & Febrianty, Y. (2025). Utilization of WhatsApp social media in building an organizational communication climate for ITMI (Indonesian Muslim Blind Association). Formosa Journal of Multidisciplinary Research, 4(2), 641–650. https://doi.org/10.55927/fjmr.v4i2.12

Miles, M. B., & Huberman, A. M. (1994). Qualitative Data Analysis: An Expanded Sourcebook. SAGE Publications.

Moleong, L. J. (2019). Metodologi Penelitian Kualitatif. Remaja Rosdakarya.

Mutia, R. D., & Sari, D. U. (2024). Analisis Konten Strategi Komunikasi Pemasaran Produk Parfum Bermerek Lokal HMNS Melalui Media Sosial Instagram. Jurnal Penelitian Inovatif, 4(1), 49–58. https://doi.org/10.54082/jupin.255

Nikmah, A., Setyawan, I., Zephaniah, I., Johansah, F., Febrian, D., & Dara Efda, A. (2025). Analisis visual konten media sosial Instagram @Sugerdedi.Id untuk membangun brand image. Journal on Education, 7(2), 12227–12235. https://doi.org/10.31004/joe.v7i2.8350

Nugroho, A., Florina, I. D., & Edy, S. (2024). Menggali Strategi Visual dan Naratif @tokomerekah dalam Membangun Brand Identitas di Instagram. Journal of Education Research, 5(3), 3158–3169. https://doi.org/10.37985/jer.v5i3.1489

Patton, M. (2015). Qualitative Research and Evaluation Methods (4th ed.). Sage Publications.

Pratama, K. A., Wahyuningtiyas, E., Wulandari, T. A., & Pradana, B. C. S. A. (2024). Analisis komunikasi visual pada feed dan Instastory Instagram @grande_gardencafe dalam meningkatkan brand awareness. RELASI: Jurnal Penelitian Komunikasi, 4(3), 19–29. https://doi.org/10.69957/relasi.v4i03.1614

Sugiyono. (2022). Metode Penelitian Kualitatif, Kuantitatif, dan R&D. Alfabeta.

Sutrisno, B. (2017). Resensi buku: Digital sociology. Sosioglobal Jurnal Pemikiran dan Penelitian Sosiologi, 2(1), 84–86. https://doi.org/10.24198/jsg.v2i1.15273

Swandhani, A. R., Wahjudi, D., & Lukitaningsih, L. (2023). Semiotika Roland Barthes sebagai pendekatan untuk mengkaji logo kantor pos. Gorga Jurnal Seni Rupa, 12(1), 182. https://doi.org/10.24114/gr.v12i1.43650

Tia, R. (2022, 7 Januari). Brand Kosmetik Alami Paling Diminati dan Mengapa? Deep Report, Netray. https://analysis.netray.id/brand-kosmetik-alami-paling-diminati-dan-mengapa/

Tran, T. (2017). Reading images: The grammar of visual design. VNU Journal of Foreign Studies, 33(6). https://doi.org/10.25073/2525-2445/vnufs.4217

Tyas, G. R., Ardelia, D. A., & Artamevia, K. S. (2024). Pengaruh storytelling content Instagram terhadap audience engagement yang dimediasi oleh perceived creativity dan positive emotion. PENG: Jurnal Ekonomi dan Manajemen, 2(1B), 1374–1386. https://doi.org/10.62710/8mjqmz63

Yulita, R., & Yusnidar, Y. (2025). Membangun Brand Identity melalui Strategi Komunikasi Pemasaran Digital (Studi Kasus Insyira Oleh-oleh Pekanbaru). Jurnal Daya Saing, 11(2), 519–525. https://doi.org/10.35446/dayasaing.v11i2.2193

Strategi Komunikasi Digital Brand Lokal di Instagram: Analisis Naratif dan Visual

Studi pada Masker Kelor

Authors

DOI:

Keywords:

Abstract

References

Downloads

Published

Issue

Section

License

Menu