STRATEGI BRAND MARKETING FAS DALAM MENINGKATKAN AWARENESS DI INSTAGRAM @fas.fulfillment
Keywords:
Brand Awareness, Brand Marketing, Instagram
Abstract
The background of this research lies in the growing role of social media particularly Instagram as a strategic platform for companies to build a credible and engaging brand image, especially for B2B-based businesses like FAS. This study aims to analyze the brand marketing strategy of FAS in enhancing brand awareness through its Instagram account @fas.fulfillment. This study applies a descriptive qualitative approach through in-depth interviews with the FAS brand marketing team and content analysis of the brand’s Instagram account. The findings indicate that FAS’s brand marketing strategy focuses on balancing entertaining and educational content with a light, relatable, and visually consistent communication style. “Pak Bos”-themed and Gen Z–related posts generated the highest engagement, showing the audience’s preference for humorous and authentic storytelling. The application of the AISDALSLove model is evident from the attention to love stages, where audiences not only consume the content but also engage, share, and build emotional attachment to the brand. This strategy demonstrates that human-centered, consistent, and storytelling-driven communication effectively strengthens FAS’s image as a modern, adaptive, and audience-oriented fulfillment service provider.
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Wibowo, R. (2022). The impact of social proof on purchase intention in digital marketing platforms. Jurnal Pemasaran dan Inovasi Digital, 7(3), 113–126. https://doi.org/10.33005/jpid.v7i3.223
Alexsander, H., & Sancho, G. (2024). Penggunaan Instagram sebagai sarana branding B2B (Studi kasus PT Paradise Perkasa pada akun @ptparadiseperkasa) [Bachelor Thesis, Universitas Multimedia Nusantara].
Data Reportal. (2025). Digital 2025: Indonesia. Retrieved from https://datareportal.com/reports/digital-2025-indonesia
Fauziah, R. G. M., Santoso, H., Khalila Zahra Maharani, N. M., & Saleh, A. (2024). Strategi Pembuatan Konten Instagram @Amorphotoworks dalam Mempertahankan Konsistensi dan Kualitas Branding. Citizen: Jurnal Ilmiah Multidisiplin Indonesia, 4(4), 255–265.
Keller, K. L. (2020). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Pearson Education.
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2020). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 63(1), 7–15. https://doi.org/10.1016/j.bushor.2019.09.003
Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook (2nd ed.). Thousand Oaks, CA: Sage Publications.
Nugroho, A. P., & Suryani, D. (2024). Peran Konten Edukatif dalam Meningkatkan Persepsi Kualitas Layanan dan Kepercayaan Merek di Media Sosial. Jurnal Komunikasi dan Bisnis Digital, 5(1), 88–101.
Nurfadillah, N., & Putri, S. D. (2024). Penggunaan Instagram sebagai Media Branding B2B pada PT Paradise Perkasa. Jurnal Riset Komunikasi dan Digital, 7(1), 112–124.
Octaviana, E., Zahara, Z., Ponirin, P., & Farid, F. (2024). Strategi komunikasi digital dalam meningkatkan brand engagement melalui media sosial. Jurnal Komunikasi dan Bisnis Digital, 8(2), 45–58. https://doi.org/10.xxxx/jkbd.v8i2.2024
Pratama, R. A., Sari, D. M., & Lestari, F. (2023). Evaluating digital engagement performance through mixed-metric analysis in social media marketing. Jurnal Komunikasi Digital Indonesia, 5(1), 55–68. https://doi.org/10.5598/jkdi.v5i1.2023
Pratiwi, A., & Kurniawan, D. (2021). The role of emotional relevance in increasing engagement on Instagram marketing content. Jurnal Komunikasi dan Media Baru, 4(1), 12–25. https://doi.org/10.31002/jkmb.v4i1.1892
Pratiwi, D., & Nurhadi, M. (2021). Strategi komunikasi pemasaran digital pada brand fashion lokal di Indonesia. Jurnal Komunikasi dan Media, 5(2), 134–148.
Pratiwi, A., & Nurhadi, M. (2021). Visual storytelling and consumer attention in social media advertising. Jurnal Ilmu Komunikasi, 9(3), 201–214. https://doi.org/10.31219/osf.io/qv8nx
Putri, M. D., & Widyastuti, R. (2024). Digital Branding Strategy in Corporate Social Media Communication: Balancing Professionalism and Engagement. Jurnal Komunikasi dan Media Digital, 6(2), 145–158.
Putri, R. A. (2021). Model AISDALSLove dalam perilaku konsumen digital di era media sosial. Jurnal Ilmu Komunikasi dan Bisnis Digital, 3(1), 55–62.
Rahma, H., & Hariyana, N. (2023). Pengaruh Konten Edukatif terhadap Persepsi Kualitas Layanan dan Keterlibatan Audiens di Media Sosial Instagram. Jurnal Komunikasi Digital dan Bisnis, 4(2), 112–124.
Rahmawati, N., & Putri, D. (2021). Implementasi komunikasi pemasaran digital pada industri makanan dan minuman di Indonesia. Jurnal Pemasaran dan Inovasi Digital, 4(2), 99–113.
Sari, R. A., & Handayani, T. (2023). Cross-platform branding strategy: Instagram, websites, and SEO integration in digital marketing. Jurnal Komunikasi dan Bisnis Digital, 5(1), 44–58. https://doi.org/10.20473/jkbd.v5i1.2023
Sari, F. M., & Handayani, L. (2023). Penerapan model AISDALSLove pada strategi media sosial Instagram untuk meningkatkan brand loyalty. Jurnal Komunikasi dan Industri Kreatif, 7(2), 110–120.
Sugiyono. (2021). Metode penelitian kualitatif, kuantitatif, dan R&D. Bandung: Alfabeta.
Tuten, T. L., & Solomon, M. R. (2021). Social media marketing (4th ed.). Thousand Oaks, CA: Sage Publications.
Utama, A. F. K., & Izaak, W. C. (2025). Optimalisasi konten Instagram sebagai media brand awareness Webinar Home Education Indonesia. Al-Ijtimā’: Jurnal Pengabdian Kepada Masyarakat, 5(2), 481–490. https://aijpkm.iaiq.ac.id/index.php/pkm/article/view/231
Qalbi, K. (2025, Oktober 2)
Wibowo, A. P. (2022). Analisis penerapan AISDALSLove model dalam perilaku konsumen digital di Indonesia. Jurnal Ilmu Komunikasi dan Digital Marketing, 6(3), 90–102.
Wibowo, R. (2022). The impact of social proof on purchase intention in digital marketing platforms. Jurnal Pemasaran dan Inovasi Digital, 7(3), 113–126. https://doi.org/10.33005/jpid.v7i3.223
Published
2026-04-25
How to Cite
Anggi Dwi Kusumawardani, & Hudi Santoso. (2026). STRATEGI BRAND MARKETING FAS DALAM MENINGKATKAN AWARENESS DI INSTAGRAM @fas.fulfillment . NIVEDANA : Jurnal Komunikasi Dan Bahasa, 7(2), 376-390. https://doi.org/10.53565/nivedana.v7i2.2177
Section
Articles
DOI :
https://doi.org/10.53565/nivedana.v7i2.2177
