Strategi Komunikasi Digital Cinox Media Network dalam Membangun Brand Awareness Layanan Internet melalui Instagram

Abstract

Perkembangan media sosial mendorong perusahaan memanfaatkan komunikasi digital untuk membangun brand awareness. Penelitian ini bertujuan menganalisis strategi komunikasi digital Cinox Media Network melalui Instagram dalam membangun brand awareness. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik wawancara, observasi, dokumentasi dan studi literatur. Analisis data dilakukan menggunakan Model Komunikasi Osgood dan Schramm. Hasil penelitian menunjukkan bahwa strategi komunikasi digital diterapkan melalui penyusunan pesan, pemanfaatan fitur Instagram, dan penyesuaian konten dengan karakteristik audiens. Konsistensi identitas visual, penggunaan bahasa yang komunikatif, serta pemanfaatan tren menjadi faktor yang mendukung terbentuknya brand awareness. Penelitian ini diharapkan menjadi referensi bagi perusahaan dalam mengembangkan strategi komunikasi digital melalui media sosial.

The development of social media has encouraged companies to utilize digital communication to build brand awareness. This study aims to analyze the digital communication strategy of Cinox Media Network through Instagram in building brand awareness. This study employed a descriptive qualitative approach using interviews, observation, documentation, and literature review as data collection techniques. Data were analyzed using the Osgood and Schramm Communication Model. The findings show that the digital communication strategy is implemented through message development, the utilization of Instagram features, and the adaptation of content to the characteristics of the audience. Consistent visual identity, the use of communicative language, and the utilization of current trends support the development of brand awareness. This study is expected to serve as a reference for companies in developing digital communication strategies through social media.