BRAND STORYTELLING MERK HMNS DALAM MEMBANGUN CUSTOMER ENGAGEMENT PADA PLATFORM INSTAGRAM (Studi Kasus pada Departemen Marketing PT Hadir Mengharumkan Nusantara)

This study aims to analyze the application of brand storytelling by HMNS through the Instagram platform in building customer engagement. With the increasing role of social media, especially Instagram, in marketing communication, brands can strengthen relationships with consumers through emotional and narratives. This research uses a qualitative approach with a case study method involving two main data collection techniques: interviews and document studies of HMNS's Instagram content, which includes brand messages, characters, conflicts, and storylines.

The results of the study show that the storytelling applied by HMNS through Instagram has successfully built emotional engagement between the brand and its audience. Storytelling elements such as the depiction of humanistic brand messages, relatable characters, conflicts that reflect the challenges faced by the audience in finding the right perfume, and a story structure that follows the classic pattern of introduction, conflict, climax, and resolution play an important role in creating a deeper connection with customers. This study concludes that brand storytelling based on authentic and interactive narratives contributes to customer engagement activities formed within cognitive, emotional, and behavioral dimensions, and proves that this storytelling can strengthen long-term relationships with the audience on digital platforms, particularly Instagram.