Creativity of Messages on Instagram Content of @Winngas as a Trigger for Brand Addiction for Their Followers
Keywords:
instagram, brand addiction, new media
Abstract
Instagram is one of the most commonly used social media in a company or institution in communicating company activities or activities with their respective goals. The digital era like today forces every marketer to be able to manage Instagram media so that it can be well received by consumers in order to create brand awareness. Winn Gas is a kitchen equipment brand that uses Instagram @winngas as a means of disseminating information about sales to consumers to increase brand awareness with creative message strategies that are created. Strategy based on Advertising approach, message appeal, execution framework and credibility of source or endorser. This study uses Holsti's qualitative content by paying attention to Instagram content from @winngas which is found in image content uploaded every day, plus by paying attention to Winn Gas's Instagram which protects with supporters. There are two endorsers to be studied, namely Chef Muto and Chef Devina Hermawan and Focus content taken from @winngas instargam posts categorized from product posts, mini quiz activities, holiday greetings, cooking content, events, interesting facts, creative message content. Posts are taken from a 30 day period represented by 10 Instagram posts. The results of the study show that the posts made by @winnga in the form of a creative message unit can increase brand addacition on social media Instagram
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Creeber, G. and Martin, R. (2009). Digital Culture: Understanding New Media.
Daniar, A., Marta, R. F., & Sampurna, A. (2020). Defining Brand Identity of Noesa Woven Fabric Through Total Branding in Online Media. Diakom : Jurnal Media Dan Komunikasi, 3(1), 77–88. https://doi.org/10.17933/diakom.v3i1.105
Dewi, W. W. A., & Avicenna, F. (2020). Social Media Marketing: Consumer Behavior on The Cruelty Free Concern of Beauty Brand. Jurnal Ilmu Komunikasi, 17(1), 95. https://doi.org/10.31315/jik.v17i1.2379
Gunawan, R., Aulia, S., Supeno, H., Wijanarko, A., Pierre, J., & Mahayana, D. (2020). ADIKSI MEDIA SOSIAL DAN GADGET BAGI PENGGUNA INTERNET DI INDONESIA. 14(1), 1–14.
Hakim, M. F., & Nurfebiaraning, S. (2021). ANALISIS STRATEGI PESAN KREATIF PADA INSTAGRAM ADS. 6(April), 204–212.
Kenneth E. Clow, Donald E. Baack - Integrated Advertising, Promotion, and Marketing Communications-Pearson (2017).pdf. (n.d.).
Latukolan, J. J., Marta, R. F., & Engliana, E. (2021). When Words Matter: Language Choices and Brand Building on Two Global Coffee Shop Retail Brands in Indonesia. Budapest International Research and Critics Institute (BIRCI- Journal): Humanities and Social Sciences, 4(2), 2899–2906. https://doi.org/10.33258/birci.v4i2.1974
Lumampauw, A., Farady, R., & Nugroho, Y. (2021). The art of honing the conscience through bukalapak ads : barongsai Indonesia , juara hati membangun bangsa. 3(1), 9–21.
Lumampauw, A., Lestari, R., Marta, R. F., & Fernando, J. (2020). Awakening Revealed through Rose ’ s Visual Analysis on # LangkahHijau Commercial Advertisement Kebangkitan Terungkap Melalui Analisis Visual Rose pada Iklan Komersial # LangkahHijau. Avant Garde: Jurnal Ilmu Komunikasi, 08(02),121–133. https://journal.budiluhur.ac.id/index.php/avantgarde/article/view/1231
Mahmud Machfoedz. (2010). Komunikasi Pemasaran Modern. Cakra Ilmu Imprint
Gelar Semesta Aksara.Manurung, G. V., Rewindinar, R., & Marta, R. F. (2020). Optimization Instagram Content as @gokampusofficial Brand Communication Medium. Mediator: Jurnal Komunikasi, 13(2), 203–216. https://doi.org/10.29313/mediator.v13i2.6402
Marta, R. F., & Septyana, V. (2015). Semiotika Pemasaran pada Brand Value Melalui Sign Berupa Layout Berita dan Iklan Ibadah Haji (Studi Komparasi pada Harian Pos Kota dengan Rakyat Merdeka). Semiotika : Jurnal Komunikasi, 9(2), 482–508. https://journal.ubm.ac.id/index.php/semiotika/article/download/24/18
Menayang, A. P., & Marta, R. F. (2020). Branding of North Sulawesi tourism through the hexagon of competitive identity. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 4(2), 410. https://doi.org/10.25139/jsk.v4i2.2474
Mia Nummila. (2015). Successful social media marketing on Instagram. Core.Ac.Uk. https://core.ac.uk/download/pdf/38128395.pdf
Monggilo, Z. M. Z. (2020). Analisis Konten Kualitatif Hoaks Dan Literasi Digital Dalam @Komikfunday. Interaksi: Jurnal Ilmu Komunikasi, 9(1), 1–18. https://doi.org/10.14710/interaksi.9.1.1-18
Mrad, M., & Cui, C. C. (2020). Comorbidity of compulsive buying and brand addiction: An examination of two types of addictive consumption. Journal of Business Research, 113(May 2018), 399–408. https://doi.org/10.1016/j.jbusres.2019.09.023
Mrad, M., Majdalani, J., Cui, C. C., & El Khansa, Z. (2020). Brand addiction in the contexts of luxury and fast-fashion brands. Journal of Retailing and Consumer Services, 55(December 2019), 102089. https://doi.org/10.1016/j.jretconser.2020.102089
Mursalim. (2017). Gaya Bahasa Pengulangan Kisah Nabi Musa a.s dalam al-Qur’an: Suatu Kajian Stilistika. Lentera IAIN Samarinda, Vol. 1 No., 283.
Mustafa Imam. (2021). Pengguna Instagram di Indonesia Didominasi Wanita dan Generasi Milenial. IPTEK. https://www.goodnewsfromindonesia.id/2020/06/14/pengguna-instagram-di- indonesia-didominasi-wanita-dan-generasi-milenial
O’Keefe, D. J. (2016). Persuasion and Social Influence. The International Encyclopedia of Communication Theory and Philosophy, 1–19. https://doi.org/10.1002/9781118766804.wbiect067
Sampurna, A., Tandian, M., Huang, V., Florescia Simanjuntak, R., & Marta, R. F. (2020). Implementasi Total Branding dalam Perspektif Semiotika Pemasaran. CoverAge: Journal of Strategic Communication, 10(2), 59–73. https://doi.org/10.35814/coverage.v10i2.1384
Sapoetri, A., & Pannindriya, S. T. (2019). Geliat Interaksi Sosial Dokter Masa Kini Melalui Media Sosial Instagram. Bricolage : Jurnal Magister Ilmu Komunikasi, 5(02), 121. https://doi.org/10.30813/bricolage.v5i2.1884
Saragih, N. M., & Junaedi, M. S. (2019). Pengaruh Kredibiltas Selebriti Endorser Nasional Vs Internasional Pada Niat Beli Luwak White Koffie. Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen, 4(1), 71–84. https://doi.org/10.32477/jrm.v4i1.67
Sertoglu, A. E., Catli, O., & Korkmaz, S. (2014). Examining the Effect of Endorser Credibility on the Consumers ’ Buying Intentions : An Empirical Study in Turkey. 4(1), 66–77.
Takau, N. A. W. (2020). Pengaruh Gambar dan Profil Instagram Terasrumahmu terhadap Kesadaran Merek. Jurnal Ilmu Komunikasi, 18(1), 1–17.
Tama Bina, T., Handaka Budhi, I., & Mahrgianti, W. (2020). Penerapan Layanan Bimbingan Klasikal Untuk Mengurangi Penggunaan Media Sosial Pada Siswa Kelas Xi Mipa 1 Sman Boyolangu Tahun Pelajaran 2020/2021. Jurnal Penelitian Komunikasi Dan Opini Publik, 1031–1037.
Tasruddin, R. (2016). Tren periklanan di media sosial. Journal UIN - Alaudin, 15–20. http://journal.uin-alauddin.ac.id/index.php/Komodifikasi/article/view/5504#
Viona, V., Yohanes, K., Mega, L. S., Kurniawati, W., Farady Marta, R., & Isnaini, D. M. (2021). Narasi Shopee Dalam Mengembangkan Ekonomi Kreatif Berbasis Teknologi E-Commerce Di Era Modern. AGUNA: Jurnal Ilmu Komunikasi, I(2), 46–65. http://ejournal.amikompurwokerto.ac.id/index.php/AGUNA
Wibisono, G. (2019). Media Baru dan Nasionalisme Anak Muda: Pengaruh Penggunaan Media Sosial ‘Good News From Indonesia’ Terhadap Perilaku Nasionalisme. Jurnal Studi Pemuda, 6(2), 560. https://doi.org/10.22146/studipemudaugm.39264
Wijaya, H., & Susanty, E. (2017). Pengaruh Lingkungan Kerja Terhadap Kinerja Pegawai Pada Instansi Pemerintah Daerah Kabupaten Musi Banyuasin (Studi Kasus Dinas Pertambangan Dan Energi Kabupaten Musi Banyuasin). Jurnal Ecoment Global, 2(1), 40. https://doi.org/10.35908/jeg.v2i1.213
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