PERAN EMOTIONAL CONTENT MARKETING PADA INSTAGRAM TRIDEA HILLS DALAM MEMBANGUN BRAND AWARENESS
DOI:
https://doi.org/10.31539/costing.v7i6.13936Keywords:
Emotional Content Marketing, Instagram, Brand Awareness, Strategi Digital.Abstract
ABSTRAK
Penelitian ini bertujuan untuk menganalisis strategi emotional content marketing yang diterapkan Tridea Hills melalui Instagram dalam meningkatkan brand awareness. Studi ini mengeksplorasi bagaimana fitur-fitur Instagram seperti Reels, Stories, dan Feeds digunakan untuk menciptakan keterlibatan emosional dan memperkuat kesadaran merek di kalangan audiens. Penelitian ini menggunakan metode deskriptif kualitatif dengan pengumpulan data melalui wawancara terstruktur, observasi, dan analisis konten akun Instagram Tridea Hills. Hasil penelitian menunjukkan bahwa konten emosional, seperti visualisasi suasana relaksasi dan pemandangan estetis, berhasil meningkatkan interaksi dengan audiens dan mendorong jangkauan merek secara organik. Strategi ini membawa audiens melalui tahapan piramida brand awareness, dari tidak sadar (unaware of brand) hingga pengenalan merek (brand recognition). Peningkatan jumlah pengunjung Instagram dari 5.004 menjadi 63.081 dalam kurun waktu empat bulan menunjukkan efektivitas pendekatan ini. Temuan penelitian menggarisbawahi pentingnya storytelling dan konten berbasis emosi dalam menciptakan keterlibatan konsumen yang berdampak langsung pada kesadaran merek. Meskipun demikian, penelitian ini memiliki keterbatasan pada cakupan platform yang hanya berfokus pada Instagram dan durasi studi yang relatif singkat. Dengan hasil ini, penelitian menyimpulkan bahwa emotional content marketing dapat menjadi strategi efektif untuk membangun brand awareness, terutama bagi usaha lokal dalam menghadapi persaingan di era digital. Penelitian lanjutan direkomendasikan untuk mengeksplorasi lintas platform dan dampak jangka panjang dari strategi ini.
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Pramono, R. A. (2014). Pengaruh Brand awareness, Perceived Quality dan Brand Image Terhadap Brand Satisfaction dan Brand Loyalty Pada Jasa Biro Perjalanan Antar Kota di Kota Malang (Studi Pada Pelanggan Biro Perjalanan Kirana Tour dan Travel, Siluet Tour and Travel dan Bali Pri. Jurnal Aplikasi Manajemen, 11(3), 354.
Prasojo, A., & Aliami, S. (2024). Application of content marketing in building brand awareness on Instagram. Journal of Management and Creative Business (JMCBUS), 2(2), 103–113. https://doi.org/10.30640/jmcbus.v2i2.2284
Resty, D., Loisa, R., & Pandrianto, N. (n.d.). Devara Resty, Riris Loisa, Nigar Pandrianto: Analisis Komunikasi Pemasaran Kedai Kopi dalam Membangun Brand Awareness melalui Media Sosial (Studi Kasus pada Instagram Kopi Lain Hati) Analisis Komunikasi Pemasaran Kedai Kopi dalam Membangun Brand Awareness.
Rietveld, R., van Dolen, W., Mazloom, M., & Worring, M. (2020). What You Feel, Is What You Like Influence of Message Appeals on Customer Engagement on Instagram. Journal of Interactive Marketing, 49, 20–53. https://doi.org/10.1016/j.intmar.2019.06.003
Rini, E. S., Rombe, E., & Tarigan, M. I. (2024). Brand destination loyalty: the antecedents of destination brand experience. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2320992
Riyanto, A., & Paramansyah, A. (2020). Strategi Pemasaran untuk Meningkatkan Penjualan Beton Siap Pakai (Ready Mix Concrete) pada PT Semen Indogreen Sentosa Plant Cikarang. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 2(2), 154–166. https://doi.org/10.47467/alkharaj.v2i2.110
Rosmayanti, M. (2023). Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Mixue. Journal on Education, 5(3). https://doi.org/10.31004/joe.v5i3.1600
Sheak, E., & Abdulrazak, S. (2023). THE INFLUENCE OF SOCIAL MEDIA MARKETING ACTIVITIES ON TIKTOK IN RAISING BRAND AWARENESS. Market-Trziste, 35(1), 93–110. https://doi.org/10.22598/mt/2023.35.1.93
Susilo, I., & Semuel, H. (2015). Analisa Pengaruh Emotional Marketing Terhadap Purchase Intention Melalui Brand Awareness Pada Produk Dove Personal Care Di Surabaya. Jurnal Manajemen Pemasaran, 9(1), 23–34. https://doi.org/10.9744/pemasaran.9.1.23-34
Syahrizal, H., & Jailani, M. S. (2023). Jenis-Jenis Penelitian Dalam Penelitian Kuantitatif dan Kualitatif. Jurnal QOSIM Jurnal Pendidikan Sosial & Humaniora, 1(1), 13–23. https://doi.org/10.61104/jq.v1i1.49
Verma, S. (2023). Influence of Emotional Marketing on Brand Loyalty among Females in the Field of Cosmetics. International Journal For Multidisciplinary Research, 5(3). https://doi.org/10.36948/ijfmr.2023.v05i03.3147
Waoma, G., & Hartono, B. D. (2021). Brand Awareness Properti: Analisis Content Marketing Dan Social Media (Kasus: Citra Garden City Jakarta). Jurnal Manajemen Bisnis Dan Publik (JMBP), 1(2), 41–47.
Yanis, N. S. M., Hidayat, R., & Lutfie, H. (2019). Yanis, N. S. M., Hidayat, R., & Lutfie, H. (2019). Pengaruh Content Marketing Instagram Terhadap Customer Engagement (Studi Kasus Pada Elzatta Bandung Tahun 2019). EProceedings of Applied Science, 5(3). http://whatis.techtarget.com/definition/social- media
Yunita, D., et al. (2021). Pembuatan content marketing sebagai strategi menumbuhkan brand awareness bagi pelaku usaha di era Pandemi Covid-19. Sricommerce: Journal of Sriwijaya Community Services, 2(2), 89-96. Journal of Sriwijaya Community Services, 2(2), 89–96. https://doi.org/DOI: https://doi.org/10.29259/jscs.v2i2.38
Zahara, Z., Rombe, E., Ngatimun, N., & Suharsono, J. (2021). The effect of e-service quality, consumer trust and social media marketing on intention to use online transportation services. International Journal of Data and Network Science, 5(3), 471–478. https://doi.org/10.5267/j.ijdns.2021.4.001
Afrilya, S. R., Sutomo, M., Ponirin, & Wanti, S. (2024). Strategi Promosi Dalam Menumbuhkan Brand Awareness Melalui Instagram Pada Industri Kreatif Out Of The Box. Journal of Islamic Digital Economic and Management, 1(1), 271–282.
Arsalani, M., Esmaeilkhoo, H., & Taghipour, M. (2020). Investigating the Effect of Social Media Marketing Activities on Brand Awareness. Management, 4(2), 18–31.
Bachri Setiawan Mandala Putra Erwan Sastrawan Farid Darman, S. (2023). The Digital Marketing to Influence Customer Satisfaction Mediated by Purchase Decision. Jurnal Aplikasi Manajemen, 21, 578–592. https://doi.org/10.21776/ub.jam.2022.021.03.03
Berger, J., & Milkman, K. L. (2018). Emotion and Virality: What Makes Online Content Go Viral? GfK Marketing Intelligence Review, 5(1), 18–23. https://doi.org/10.2478/gfkmir-2014-0022
Damayanti, E., Novianto, I., & Pamungkas, A. (2018). KONTEN DIGITAL MARKETING MELALUI INSTAGRAM WARTEG HIPSTER SEBAGAI UPAYA MEMBANGUN BRAND AWARENESS DIGITAL MARKETING CONTENT THROUGH WARTEG HIPSTER INSTAGRAM AS EFFORTS TO BUILD BRAND AWARENESS.
Dewi, I. C., & Wijaya, W. T. (2023). Digital Marketing Communication Strategy Dalam Meningkatkan Brand Awareness Kimo Resort Pulau. JIMEA Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 7(3), 1797.
Fahimah, M., & Ningsih, L. A. (2022). Strategi Content Marketing dalam Membangun Customer Engagement. Benchmark, 3(1), 43–52. https://doi.org/10.46821/benchmark.v3i1.283
Fianto, A. Y. A., Widyantara, H., & Baskara, D. B. (2022). Analisis Mediasi Brand Awareness dan Brand Trust dalam Hubungan Emotional Marketing dengan Purchase Intention. JMK (Jurnal Manajemen Dan Kewirausahaan), 7(2), 47. https://doi.org/10.32503/jmk.v7i2.2348
Firat, D. (2023). Effect of the intensity of Instagram usage as a social media tool on conspicuous consumption. Journal of Global Business Insights, 8(2), 136–148. https://doi.org/10.5038/2640-6489.8.2.1241
Fitrisam, S. A., Rombe, E., & Muzakir, M. (2022). the Influence of Shopee Indonesia‘S Instagram Content Marketing on E-Customer Loyalty With Customer Engagement As a Mediation Variable. Tadulako International Journal of Applied Management, 4(3), 22–29. https://doi.org/10.59769/tajam.v4i3.39
Kertamukti, R. (2015). Strategi kreatif dalam periklanan: Konsep pesan, media, branding, anggaran. Rajawali Pers. Rajawali Pers.
KHAİRANİ, A. (2021). Empirical Investigation on How Digital Content Marketing Tourism Affects Customer Engagement. Journal of Tourism, Leisure and Hospitality, 4(1), 17–32.
Khuong, M. N., & Tram, V. N. B. (2015). The Effects of Emotional Marketing on Consumer Product Perception, Brand Awareness and Purchase Decision — A Study in Ho Chi Minh City, Vietnam. Journal of Economics, Business and Management, 3(5), 524–530. https://doi.org/10.7763/joebm.2015.v3.240
Kotler, P., Kertajaya, H., & Setiawan, I. (2017). Kotler, P., Kertajaya, H., & Setiawan, I. (2017). Marketing 4.0 Moving from Traditional to Digital. Canada: John Wiley & Sons, Inc. Hoboken, New Jersey. Canada: John Wiley & Sons, Inc. Hoboken, New Jersey.
Lewinski, P., Fransen, M. L., & Tan, E. S. (2016). Embodied resistance to persuasion in advertising. Frontiers in Psychology, 7(AUG), 1–12. https://doi.org/10.3389/fpsyg.2016.01202
Octaviana, E., Zahara, Z., Ponirin, P., & Farid, F. (2024). Peran Content Marketing Instagram Sebagai Strategi Menumbuhkan Brand Awareness Pada Usaha Springhsop_Plw. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(3), 289–304. https://doi.org/10.31955/mea.v8i3.4432
Otamendi, F. J., & Sutil Martín, D. L. (2020). The Emotional Effectiveness of Advertisement. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.02088
Pertiwi, D., & Gusfa, H. (2018). Pertiwi, D., & Gusfa, H. (2018). Pengaruh Content Marketing Terhadap Pembentukan Brand Awareness pada Kalbis Institute. Jurnal Media Kom, 8(2), 45–57.
Pramono, R. A. (2014). Pengaruh Brand awareness, Perceived Quality dan Brand Image Terhadap Brand Satisfaction dan Brand Loyalty Pada Jasa Biro Perjalanan Antar Kota di Kota Malang (Studi Pada Pelanggan Biro Perjalanan Kirana Tour dan Travel, Siluet Tour and Travel dan Bali Pri. Jurnal Aplikasi Manajemen, 11(3), 354.
Prasojo, A., & Aliami, S. (2024). Application of content marketing in building brand awareness on Instagram. Journal of Management and Creative Business (JMCBUS), 2(2), 103–113. https://doi.org/10.30640/jmcbus.v2i2.2284
Resty, D., Loisa, R., & Pandrianto, N. (n.d.). Devara Resty, Riris Loisa, Nigar Pandrianto: Analisis Komunikasi Pemasaran Kedai Kopi dalam Membangun Brand Awareness melalui Media Sosial (Studi Kasus pada Instagram Kopi Lain Hati) Analisis Komunikasi Pemasaran Kedai Kopi dalam Membangun Brand Awareness.
Rietveld, R., van Dolen, W., Mazloom, M., & Worring, M. (2020). What You Feel, Is What You Like Influence of Message Appeals on Customer Engagement on Instagram. Journal of Interactive Marketing, 49, 20–53. https://doi.org/10.1016/j.intmar.2019.06.003
Rini, E. S., Rombe, E., & Tarigan, M. I. (2024). Brand destination loyalty: the antecedents of destination brand experience. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2320992
Riyanto, A., & Paramansyah, A. (2020). Strategi Pemasaran untuk Meningkatkan Penjualan Beton Siap Pakai (Ready Mix Concrete) pada PT Semen Indogreen Sentosa Plant Cikarang. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 2(2), 154–166. https://doi.org/10.47467/alkharaj.v2i2.110
Rosmayanti, M. (2023). Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Mixue. Journal on Education, 5(3). https://doi.org/10.31004/joe.v5i3.1600
Sheak, E., & Abdulrazak, S. (2023). THE INFLUENCE OF SOCIAL MEDIA MARKETING ACTIVITIES ON TIKTOK IN RAISING BRAND AWARENESS. Market-Trziste, 35(1), 93–110. https://doi.org/10.22598/mt/2023.35.1.93
Susilo, I., & Semuel, H. (2015). Analisa Pengaruh Emotional Marketing Terhadap Purchase Intention Melalui Brand Awareness Pada Produk Dove Personal Care Di Surabaya. Jurnal Manajemen Pemasaran, 9(1), 23–34. https://doi.org/10.9744/pemasaran.9.1.23-34
Syahrizal, H., & Jailani, M. S. (2023). Jenis-Jenis Penelitian Dalam Penelitian Kuantitatif dan Kualitatif. Jurnal QOSIM Jurnal Pendidikan Sosial & Humaniora, 1(1), 13–23. https://doi.org/10.61104/jq.v1i1.49
Verma, S. (2023). Influence of Emotional Marketing on Brand Loyalty among Females in the Field of Cosmetics. International Journal For Multidisciplinary Research, 5(3). https://doi.org/10.36948/ijfmr.2023.v05i03.3147
Waoma, G., & Hartono, B. D. (2021). Brand Awareness Properti: Analisis Content Marketing Dan Social Media (Kasus: Citra Garden City Jakarta). Jurnal Manajemen Bisnis Dan Publik (JMBP), 1(2), 41–47.
Yanis, N. S. M., Hidayat, R., & Lutfie, H. (2019). Yanis, N. S. M., Hidayat, R., & Lutfie, H. (2019). Pengaruh Content Marketing Instagram Terhadap Customer Engagement (Studi Kasus Pada Elzatta Bandung Tahun 2019). EProceedings of Applied Science, 5(3). http://whatis.techtarget.com/definition/social- media
Yunita, D., et al. (2021). Pembuatan content marketing sebagai strategi menumbuhkan brand awareness bagi pelaku usaha di era Pandemi Covid-19. Sricommerce: Journal of Sriwijaya Community Services, 2(2), 89-96. Journal of Sriwijaya Community Services, 2(2), 89–96. https://doi.org/DOI: https://doi.org/10.29259/jscs.v2i2.38
Zahara, Z., Rombe, E., Ngatimun, N., & Suharsono, J. (2021). The effect of e-service quality, consumer trust and social media marketing on intention to use online transportation services. International Journal of Data and Network Science, 5(3), 471–478. https://doi.org/10.5267/j.ijdns.2021.4.001
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2024-12-28
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