PEMAKNAAN WARGANET TERHADAP KOMUNIKASI VISUAL YANG DITERAPKAN OLEH AKUN PESTAPORA DI INSTAGRAM

This study aims to analyze Instagram users perceptions of the use of visual communication in enhancing the effectiveness of marketing communication at the Pestapora music festival. As a popular music festival, Pestapora utilizes Instagram as a dominant social communication medium among the young generation in Indonesia. The research method employed is qualitative, using a case study approach through in-depth interviews and visual content analysis of the Pestapora Instagram account. The findings indicate that netizens perceive Pestapora’s visual communication as having unique aesthetics, consistent branding, and the ability to build emotional closeness with the audience. However, challenges arise in maintaining message readability amid the dominance of complex visual aesthetics. This study concludes that visual communication functions not only as a promotional tool but also as a cultural construction that shapes the festival’s identity in the eyes of the digital audience. These findings provide academic contributions to the study of visual communication while serving as a practical reference for festival organizers in formulating more effective marketing communication strategies through social media.