Perancangan Model Human-Centered Storytelling sebagai Panduan Strategis untuk Memperkuat Positioning Brand Popolo Coffee di Instagram

Abstract

Penelitian ini bertujuan menganalisis praktik komunikasi digital Popolo Coffee di Instagram serta merancang model human-centered storytelling untuk memperkuat brand positioning. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui observasi, wawancara mendalam, dan dokumentasi terhadap pihak yang terlibat dalam pengelolaan komunikasi digital Popolo Coffee. Hasil penelitian menunjukkan bahwa praktik komunikasi digital Popolo Coffee telah menerapkan pendekatan human-centered storytelling melalui konten yang menampilkan pengalaman pelanggan, aktivitas barista, dan interaksi sosial. Penelitian ini menghasilkan model yang terdiri atas enam komponen, yaitu brand values, human story, content pillar, storytelling structure, visual direction, dan consistent brand message, sebagai panduan strategis dalam perencanaan, produksi, dan evaluasi konten Instagram untuk memperkuat brand positioning Popolo Coffee.

This study aims to analyze the digital communication practices of Popolo Coffee on Instagram and design a human-centered storytelling model to strengthen its brand positioning. This study employed a qualitative approach using a case study method. Data were collected through observation, in-depth interviews, and documentation involving individuals responsible for managing Popolo Coffee’s digital communication. The findings indicate that Popolo Coffee has implemented a human-centered storytelling approach through content highlighting customer experiences, barista activities, and social interactions. This study proposes a model consisting of six components: brand values, human story, content pillar, storytelling structure, visual direction, and consistent brand message. The model serves as a strategic guide for planning, producing, and evaluating Instagram content to strengthen Popolo Coffee’s brand positioning.