PENGELOLAAN MEDIA SOSIAL INSTAGRAM @PERSPEKTIF.MLG DALAM MEMPERTAHANKAN BRAND IDENTITY

In utilizing social media, Perspective Coffee uses Instagram as the main channel in
forming brand identity. This research aims to find out how the management of
Instagram social media through various features as a medium for maintaining a
brand identity. The theory used in this research is the characteristics of social media
(Network, Information, Archive, Interactivity, Simulation of Society, and User
Generated Content) by Rulli Nasrullah M.Si. in his book “Social Media
(Perspectives on Communication, Culture, and Sociology)”. The research
methodology used is a qualitative approach with descriptive methods using data
collection techniques of interviews, observation, and documentation. The result is
that Perspective Coffee has succeeded in maintaining their brand identity through
comprehensive Instagram management @perspektif.mlg. The management of
Instagram @perspektif.mlg is carried out with a comprehensive approach to
strengthen brand identity, through consistent visual aesthetics, focus on the human
element, and active interaction with followers. They utilize Instagram features to
build community, disseminate easily accessible information, and archive content
consistently. Interactive strategies through comments, likes and Direct Messages
help strengthen relationships with followers and influence brand perception, while
maintaining a positive interaction ethic. Relevant and diverse content showcasing
various aspects of the brand, such as product promotions and shop ambience, helps
Perspective Coffee maintain and develop their brand identity on Instagram. The
conclusion of this study is that Perspektif Coffee maintains brand identity through
consistent management of the @perspektif.mlg Instagram, focusing on visual
aesthetics, human elements, and active interaction. They utilize Instagram features
and diverse content to strengthen relationships with the community and maintain
brand image.