Brand activation strategy of @kebulsate.jogja through Instagram as a social media platform in building brand image
Keywords:
Brand activation, Brand image, Instagram, Social mediaAbstract
Social media has become a strategic platform for micro, small, and medium enterprises (MSMEs) to build brand image effectively and affordably. This study aims to analyze the brand activation strategy implemented by @kebulsate.jogja through Instagram and its contribution to brand image formation. The research employs a descriptive qualitative approach using in-depth interviews, Instagram content documentation, and source triangulation, while data analysis is conducted through data reduction, data display, and thematic conclusion drawing based on the brand activation framework. The findings reveal that the strategy is implemented systematically through five stages: discovery, strategic development, creative development, delivery, and evaluation. Its implementation is reflected in informative content highlighting the uniqueness of herbal red seasoning, the use of customer testimonials as social proof, and cross-MSME collaborations to expand reach and strengthen positioning. Conceptually, these practices function not only as promotional activities but also as mechanisms for building brand association, emotional engagement, and relational bonding that contribute to brand image formation.
References
R. F. Marta, P. Pricillia, M. F. Kosasih, and M. C. Evelyn Iskandar, “Analisis Komunikasi Pemasaran Melalui Strategi Brand Activation Pond�S Untuk Meraih Top Brand Award 2013,” J. Ilm. Komun. Makna, vol. 6, no. 1, p. 22, 2018, doi: 10.30659/jikm.6.1.22-30.
2. I. Marketing and B. Online, “Analisis Strategi Internet Marketing Butik Online DI,” vol. 4, no. 2, pp. 412–424, 2015.
3. S. Anggreni, “Strategi Branding Image Dalam Meningkatkan Daya Saing Madrasah,” Promis, vol. 3, no. 2, pp. 163–181, 2022, doi: 10.58410/promis.v3i2.559.
4. K. L. Keller, Strategic Brand Management: Building, measuring and Managing Brand Equity, 4th ed. 2013.
5. G. G. Sukendro and N. Pandrianto, “Diagnosis of Communications Brand Activation And Digital Media For The Existence Of Lokananta Recording Studio Brand,” J. Komun., vol. 11, no. 1, p. 92, 2019.
6. H. Aurora and S. Aulia, “Strategi Brand Activation pada Brand Minuman Kekinian,” Kiwari, vol. 2, no. 3, pp. 514–522, 2023, doi: 10.24912/ki.v2i3.25897.
7. K. Osei-Frimpong and G. McLean, “Examining Online Social Brand Engagement : A Social Presence Theory Perspective Dr Kofi Osei-Frimpong Dr Graeme McLean,” Technol. Forecast. Soc. Chang., vol. 44, no. 0, pp. 1–43, 2018.
8. S. Gamble, Visual Content Marketing Leveraging Infographics, Video, And Interactive Media To Attract And Engage Customers. canada: Wiley, 2016.
9. I. S. Wekke, Metode Penelitian Sosial. Yogyakarta: CV. Adi Karya Mandiri, 2019.
10. K. Rachmat, Teknik Praktis Riset Konumikasi Kuantitatif Dan Kualitatif, 2nd ed. Kencana, 2019.
11. Sudaryono, Metode Penelitian Pendidikan, 1st ed. Jakarta: KENCANA, 2016.
12. J. Miles M. B., Huberman, A. M., & Saldana, Qualitative data analysis: A methods sourcebook. 2014.
13. V. Braun V., & Clarke, “Using thematic analysis in psychology. Qualitative Research in Psychology,” 2006.
14. E. G. Lincoln Y. S., & Guba, Naturalistic inquiry. Sage Publications, 1985.
15. C. N. Charles, J. W., & Poth, Qualitative inquiry and research design: Choosing among five approaches. Sage Publications, 2018.
16. Putri Debi Eka et al., BRAND MARKETING. bandung: WIDINA BHAKTI PERSADA BANDUNG, 2021.
17. S. Hikami and I. M. Sukresna, Strategi Aktivasi Merek KH-Q untuk Meningkatkan Kesadaran Merek (Studi Kasus Brand Air Minum Dalam Kemasan KH-Q), vol. 18, no. 2. 2024. doi: 10.35931/aq.v18i2.3375.
18. D. A. Aeker, Building strong brands. 1996.
19. & K. K. L. Kotler, P., Marketing Management. 2016.
20. B. Schmitt, Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. Free Press, 1999.
Downloads
Published
Conference Proceedings Volume
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.