ANALISIS POLA KOMUNIKASI DAN STRATEGI BRANDING AKUN INSTAGRAM @indonesian.institute DALAM MEMPEROLEH DAYA TARIK PUBLIK (ENGAGEMENT)

Alfin Berkat Pratama Zai, . (2016) ANALISIS POLA KOMUNIKASI DAN STRATEGI BRANDING AKUN INSTAGRAM @indonesian.institute DALAM MEMPEROLEH DAYA TARIK PUBLIK (ENGAGEMENT). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The digitization of institutional communication and branding now tends to leverage social media to promote products and build brand identity. Instagram has become one of the most popular platforms for sharing photos, information, and building relationships with audiences. The purpose of this study is to examine the communication patterns and branding strategies employed by the Instagram account @indonesian.institute, owned by The Indonesian Institute, in gaining public influence. The Indonesian Institute is a public policy research organization focused on legal, economic, political, and social issues. Additionally, it actively participates in public advocacy and hosts public discussions. The research findings indicate that the @indonesian.institute Instagram account employs a structured visual communication pattern using logos, dominant colors, illustrations, infographics, and Reels as media for conveying messages and information. Furthermore, the account utilizes Kapferer’s six dimensions of brand identity in its branding strategy: physical, relational, reflective, self-image, personality, and cultural. Furthermore, simple, informative, and relevant public policy issues are discussed in the “Ngobrol Kebijakan” podcast to engage the audience. Overall, the @indonesian.institute Instagram account has successfully positioned itself as an independent, transparent, credible, and community-oriented institution, in line with the vision and mission of The Indonesian Institute.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210411033} {Pembimbing: Windhi Tia Saputra} {Penguji 1: Ahmad Zakki Abdullah} {Penguji 2: Puri Bestari Mardani}
Uncontrolled Keywords: Visual communication patterns, branding, brand identity., Instagram, The Indonesian Institute,
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: ALFIN BERKAT PRATAMA ZAI
Date Deposited: 26 Aug 2026 05:51
Last Modified: 26 Aug 2026 05:51
URI: http://repository.upnvj.ac.id/id/eprint/52469

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