Published: 2026-04-01
Strategi Branding Instagram dalam Membangun Citra Perusahaan: Studi Kasus pada @Pupukkujang
DOI: 10.35870/jtik.v10i2.5850
Downloads
Abstract
This research analyzes the implementation of PT Pupuk Kujang's Instagram branding strategy. The study focuses on understanding the role of the digital branding strategy in shaping and strengthening the Corporate Image, which is assessed through the creation of positive Brand Awareness and Brand Association based on Aaker's Brand Equity theory. Employing a descriptive qualitative approach, data were obtained through semi-structured interviews with two key informants from September to November. The findings indicate that PT Pupuk Kujang implements a planned communication strategy through a monthly Creative Content Plan (CCP). The division of content pillars Kujang Pedia (for education), Kujang News (for credibility), and CSR content (for social responsibility) proved crucial. This content structure is effective in reinforcing the company's image as an educational, credible, and socially responsible entity in the eyes of the digital public. This strategy successfully enhances the company's brand equity. Pupuk Kujang is advised to maintain the consistency of CSR content for emotional closeness and to optimize Instagram's interactive features for more effective two-way communication.
Keywords
Instagram ; Communication Strategy ; Branding ; IMC ; Pupuk Kujang
Article Information
This article has been peer-reviewed and published in the Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 10 No. 2 (2026)
-
Section: Computer & Communication Science
-
Published: %750 %e, %2026
-
License: CC BY 4.0
-
Copyright: © 2026 Authors
-
DOI: 10.35870/jtik.v10i2.5850
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem. By leveraging artificial intelligence for indexing, recommendation, and citation analysis, we enhance the visibility and impact of published research.
Najmi Khalisah
Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, Institut Pertanian Bogor, Kota Bogor, Provinsi Jawa Barat, Indonesia.
Wahyu Budi Priatna
Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, Institut Pertanian Bogor, Kota Bogor, Provinsi Jawa Barat, Indonesia.
-
Clarisa, M., & Azwar. (2024). Strategi branding Citilink Indonesia di media sosial Instagram dalam meningkatkan citra perusahaan. JMPIS: Jurnal Manajemen Pendidikan dan Ilmu Sosial, 5(6). https://doi.org/10.38035/jmpis.v5i6.
-
Fitriani, Y. (2017). Analisis pemanfaatan berbagai media sosial sebagai sarana penyebaran informasi bagi masyarakat. Jurnal Khatulistiwa Informatika, 19(2), 148–152. https://doi.org/10.31294/p.v19i2.2120.
-
Habibah, D., Kusumaningrum, R., & Santoso, M. P. T. (2023). Strategi branding PT Pupuk Kujang dalam pembentukan citra melalui akun Instagram @pupukkujang. Dawatuna Journal of Communication and Islamic Broadcasting, 4(2), 823–835. https://doi.org/10.47467/dawatuna.v4i2.5264.
-
Makbul, M. (2021). Metode pengumpulan data dan instrumen penelitian. https://doi.org/10.31219/osf.io/svu73.
-
Maydar, S. F., & Azwar, A. (2025). Strategi branding MRT Jakarta melalui konten media sosial Instagram dalam membangun citra perusahaan. Ganaya: Jurnal Ilmu Sosial dan Humaniora, 8(3), 223–237. https://doi.org/10.37329/ganaya.v8i3.4426.
-
Pratama, C. A., Santoso, B., & Sos, S. (2024). Implementasi Strategi Komunikasi Pemasaran Terpadu Moju Moju Caffee & Tea Dengan Memanfaatkan Media Instagram Dalam Upaya Meningkatkan Daya Tarik Konsumen (Studi Kasus Pada Akun Instagram@ mojumojuid) (Doctoral dissertation, Universitas Muhammadiyah Surakarta).
-
Pupuk Indonesia. (2024, September 11). Rencanakan pembangunan pabrik baru Kujang-1C, Pupuk Kujang tanda tangani MoU dengan HCML memanfaatkan pipa Cisem. Pupuk Indonesia.
-
Putri, D. A., & Widiastuti, T. (2025). Strategi tim kreatif visual dalam membangun brand equity produk This Is April di TikTok. Jurnal Media Akademik (JMA), 3(10). https://doi.org/10.62281/egd0w139.
-
Riyanto, A. D. (2025). Digital 2025: Indonesia. Hootsuite & We Are Social.
-
Salsabila, M. R. (2022). Catat! 4 perbedaan data sekunder & data primer dalam analisis data.
-
Shalihah, N. F., & Hardiyanto, S. (2021, Oktober 6). Sejarah Instagram dan cerita awal peluncurannya.
-
Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D (Edisi ke-2, cetakan ke-29). Bandung: Alfabeta.
-
Sulung, U., & Muspawi, M. (2024). Memahami sumber data penelitian: Primer, sekunder, dan tersier. Volume 5(3).
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.