Optimalisasi Komunikasi Digital Melalui Konten Visual Di Instagram Untuk Branding Produk Lokal (Studi Pada Usaha Kecil dan Menengah Jumputan Gambo Ginde Sugih)

Abstract

This study aims to determine how to optimize digital communication through the use of Instagram social media for branding UKM Jumputan Gambo Ginde Sugih. The research method used is descriptive qualitative with a case study approach. This study applies the agenda setting theory by Maxwell McCombs and Donald Shaw which includes five elements, namely the influence of media on audience perception, the importance of delivering visual messages, determining priority information, long-term influence on perception, relevance to digital communication. The results of the study show that Instagram is one of the most effective media for UKM Gambo Ginde Sugih in shaping audience perception by paying attention to consumer desires, and determining who is suitable to be a promotional target. In addition, the form of visual messages that want to be conveyed on their Instagram account displays the beauty of motifs, colors, cultural values, natural production processes, and local product identities. Determining priority information to strengthen brand identity, and paying attention to long-term effects for the sustainability of UKM Gambo Ginde Sugih's business in the eyes of consumers by adjusting to the relevance of digital communication so that it continues to develop in accordance with current fashion trends.