STRATEGI PUBLIC RELATIONSREFINEE MENGGUNAKAN MEDIA SOSIAL INSTAGRAM (Studi Deskriptif Kualitatif Pada Brand Lokal Refinee, Kota Bandung)

Rafi Raihansyah Arifin

Authors

Rafi Raihansyah Arifin Universitas Langlangbuana Author

Keywords:

Public Relations, Instagram, Communication Strategy, Engagement, Brand Awareness, Brand Image

Abstract

Penelitian ini bertujuan untuk menganalisis strategi Public Relations yang dilakukan oleh brand lokal Refinee melalui media sosial Instagram dalam membangun brand awareness, brand image, dan engagement publik. Penelitian menggunakan metode deskriptif kualitatif dengan paradigma konstruktivisme. Data diperoleh melalui wawancara, observasi, dan dokumentasi, sedangkan pemilihan informan dilakukan secara purposive sampling. Analisis penelitian mengacu pada Process Public Relations dari Cutlip, Center, dan Broom yang meliputi fact finding, planning, communication, dan evaluation. Hasil penelitian menunjukkan bahwa Refinee memanfaatkan Instagram sebagai media komunikasi digital melalui analisis target audiens, tren media sosial, kebutuhan informasi konsumen, visual storytelling, segmentasi audiens, highlight produk, promosi, dan konsistensi identitas visual. Tahap communication dilaksanakan melalui feed, reels, stories, highlight, komentar, dan direct message untuk membangun interaksi dengan audiens. Evaluasi dilakukan melalui Instagram Insight dengan memperhatikan engagement, reach, impressions, views, komentar, dan respons audiens. Triangulasi teknik dan sumber menunjukkan kesesuaian data mengenai pelaksanaan strategi tersebut. Penelitian menyimpulkan bahwa strategi Public Relations Refinee melalui Instagram berjalan secara sistematis dan mendukung peningkatan brand awareness serta pembentukan brand image yang positif dan modern.

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