PEMANFAATAN INSTAGRAM SEBAGAI MEDIA KOMUNIKASI PEMASARAN DAN CORPORATE BRANDING DI AKASA SPECIALTY COFFEE KECAMATAN KINTAMANI KABUPATEN BANGLI

Ni Kadek Ayu Sri Dianawati; Relin D.E.; I Gede Januariawan

doi:10.25078/anubhava.v5i2.4958

Authors

Ni Kadek Ayu Sri Dianawati Universitas Hindu Negeri I Gusti Bagus Sugriwa Denpasar
Relin D.E. Universitas Hindu Negeri I Gusti Bagus Sugriwa Denpasar
I Gede Januariawan Universitas Hindu Negeri I Gusti Bagus Sugriwa Denpasar

DOI:

https://doi.org/10.25078/anubhava.v5i2.4958

Keywords:

Instagram, Social Media, Marketing Communication, Corporate Branding, Digital Marketing

Abstract

This study aims to analyze the marketing communication and corporate branding strategies implemented by Akasa Specialty Coffee through Instagram in shaping brand image and enhancing competitive advantage. Using a descriptive qualitative approach, this research explores the integration of verbal, non-verbal, and visual communication elements in each of Akasa's Instagram content. The study is grounded in Marketing Communication Theory and Agenda Setting Theory. Data were collected through observation, in-depth interviews with internal company representatives and active consumers, documentation, and literature review. Informants were selected using purposive sampling, and data were analyzed using qualitative descriptive techniques through the processes of data reduction, data presentation, and conclusion drawing. The research findings reveal that Akasa Specialty Coffee consistently applies a friendly and inspirational storytelling style in its captions and maximizes Instagram’s visual features such as high-quality photos, cinematic videos, educational infographics, and user-generated content (UGC) to strengthen its brand identity. This strategy is further supported by the use of interactive features such as Instagram Stories, Reels, and Direct Messages to foster more personal engagement with the audience. Within the framework of Agenda Setting Theory, Akasa successfully highlights key issues such as product quality, scenic location, and customer experience as focal points of public attention. The implementation of these strategies has positively impacted visitor numbers, customer loyalty, and market expansion, both domestically and internationally. Thus, Instagram has proven to be an effective medium in supporting digital marketing communication and building Akasa Specialty Coffee’s image as an authentic premium coffee destination in Kintamani.

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