Analisis Naratif pada Reels Instagram @garvaofficial.id Sebagai Branding Produk Wewangian

This study discusses the narrative structure of Instagram Reels posts by @garvaofficial.id, which present a unique approach through Todorov’s theory amidst the increasingly fierce competition within the local perfume industry in Malang City. The main focus of this research is how Garva constructs a narrative that goes beyond merely selling scents, positioning the product instead as a representation of a unique persona for each individual user. This narrative aligns with the philosophy of their tagline, Sigaraningnyawa, which signifies that every bottle of perfume carries a deep sense of emotion, closeness, and soul for its wearer. Through this content, Garva strives to present itself as a loyal companion throughout its users' life journeys.
This study aims to dissect the narrative structure of the @garvaofficial.id Instagram account in shaping an intimate and personal local brand. The research method applied is a qualitative approach using Tzvetan Todorov's narrative content analysis method, which is divided into 5 stages: equilibrium, disruption, recognition, repair, and new equilibrium. Data analysis was conducted through the documentation of several Reels posts. The analysis process examines how the story within the content flows from the beginning to form a specific perception in the minds of the audience through the Sigaraningnyawa philosophy.

The presence of Garva perfume products during the repair stage serves as an emotional bridge to resolve problems in each user's life. The researcher found that physical interaction with the perfume's scent is capable of awakening a new awareness and strength within the subjects. The climax of the narrative lies in the new equilibrium stage, where the subjects achieve a higher level of inner peace. The Sigaraningnyawa philosophy is fully conveyed when the subjects feel whole again after successfully overcoming their inner conflicts with the help of the perfume's aroma as a loyal companion.