Strategi Visual Branding dan Resepsi Khalayak : Studi Kasus % Arabica Indonesia di Instagram
DOI:
https://doi.org/10.22441/marcommers.v13i1.33411Kata Kunci:
Brand Image, Resepsi Khalayak, Visual Branding, Instagram, % ArabicaAbstrak
Penelitian ini menganalisis resepsi khalayak terhadap brand image % Arabica melalui akun Instagram @arabica.indonesia menggunakan paradigma konstruktivis dan model analisis resepsi Stuart Hall. Wawancara mendalam dengan empat informan menunjukkan bahwa brand image % Arabica diterima secara dominan positif, dengan sedikit posisi negosiasi terkait harga. Visual minimalis dan narasi emosional membentuk persepsi eksklusif di benak konsumen. Temuan ini menegaskan pentingnya strategi visual dan storytelling dalam membangun brand image di media sosial.Unduhan
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