Analisis Strategi Konten Media Sosial Guardian Indonesia dalam Membangun Brand Engagement di Instagram
DOI:
https://doi.org/10.31004/joecy.v6i1.6970Keywords:
strategi konten, media sosial, brand engagement, ritelAbstract
Perkembangan media sosial telah mengubah cara perusahaan ritel membangun hubungan dengan konsumen. Instagram menjadi salah satu platform yang banyak dimanfaatkan karena kekuatan visual dan interaktivitasnya dalam menyampaikan pesan merek. Penelitian ini bertujuan untuk menganalisis strategi konten media sosial yang digunakan oleh Guardian Indonesia dalam membangun brand engagement di Instagram. Metode penelitian yang digunakan adalah pendekatan kualitatif deskriptif dengan teknik analisis isi (content analysis). Data penelitian diperoleh dari 20 unggahan akun resmi Instagram @guardian_id selama periode Oktober–November 2025. Analisis difokuskan pada jenis konten, bentuk penyajian pesan, unsur visual dan teks, serta interaksi audiens. Penelitian ini diharapkan dapat memberikan gambaran mengenai pola strategi konten yang diterapkan Guardian Indonesia dalam meningkatkan keterlibatan merek serta menjadi referensi bagi pengembangan strategi komunikasi digital dalam manajemen ritel.
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