Analysis of Branding Strategy Via Social Media Instagram at Waecicu Bakery Jember

Abstract

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This study aims to describe and analyze strategies branding conducted by Waecicu Bakery via Instagram. The approach used is descriptive qualitative with data collection techniques in the form of interviews, observations, and documentation. Research informants consist of business owners, social media managers, and consumers as triangulation of source data. Data analysis uses the interactive model of Miles, Huberman, and Saldana which includes the stages of data collection, data reduction, data presentation, and drawing conclusions. The results show that the strategy branding implemented in three main stages, namely planning (brand positioning,brand identity,brand personality), implementation (visual content creation, consumer interaction, and collaboration), and digital performance evaluation. The evaluation shows the achievement engagement rate by 3.4%, and an average of 92,120 views per upload.Branding through Instagram has proven to be effective in increasing followers (followers), involvement audience, and brand awareness. Recommendations include improving content consistency and management, optimizing Instagram features, and adding a management team.