ANALISIS KONTEN AKUN INSTAGRAM CLOTHING LINE @NOMADEAST.OFFICIAL PADA POSTINGAN SLUMP SERIES PERIODE OKTOBER - NOVEMBER 2022

MAULANI, SAYYIDAH SYIFA (2025) ANALISIS KONTEN AKUN INSTAGRAM CLOTHING LINE @NOMADEAST.OFFICIAL PADA POSTINGAN SLUMP SERIES PERIODE OKTOBER - NOVEMBER 2022. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the digital communication strategy implemented by the Instagram account @Nomadeast.official in presenting the SLUMP Series content during the period of October – November 2022. Using the qualitative content analysis method with a Post-Positivism approach, this research identifies the visual elements, text, and interaction strategies used to engage the audience. The findings indicate that @Nomadeast.official relies on a combination of distinctive visual elements, mixed language (English-Indonesian), and storytelling to convey messages to its audience. The captions contain persuasive and interactive elements, aiming to enhance engagement and customer loyalty. However, the study also finds that the effectiveness of digital communication can be further improved by optimizing Instagram's interactive features, such as Stories, Reels, and Instagram Live, to increase direct interaction with the audience. This study provides insights into how digital communication strategies can help local brands build their identity and improve audience engagement on social media. The findings are expected to serve as a reference for fashion industry practitioners and academics interested in digital communication studies. Keywords: Content Analysis, Digital Communication, Instagram, Clothing Line, SLUMP Series Penelitian ini bertujuan untuk menganalisis strategi komunikasi digital yang diterapkan oleh akun Instagram @Nomadeast.official dalam menyajikan konten SLUMP Series selama periode Oktober – November 2022. Menggunakan metode analisis isi kualitatif dengan pendekatan PostPositivisme, penelitian ini mengidentifikasi elemen visual, teks, dan strategi interaksi yang digunakan untuk membangun keterlibatan audiens. Hasil penelitian menunjukkan bahwa @Nomadeast.official mengandalkan kombinasi elemen visual khas, bahasa campuran (InggrisIndonesia), serta storytelling dalam menyampaikan pesan kepada audiensnya. Caption yang digunakan mengandung unsur persuasif dan interaktif, yang bertujuan untuk membangun keterlibatan dan loyalitas pelanggan. Namun, penelitian juga menemukan bahwa efektivitas komunikasi digital masih dapat ditingkatkan melalui optimalisasi fitur interaktif di Instagram, seperti Stories, Reels, dan Instagram Live guna meningkatkan interaksi langsung dengan audiens. Penelitian ini memberikan wawasan mengenai bagaimana strategi komunikasi digital dapat membantu brand lokal dalam membangun identitas dan meningkatkan keterlibatan audiens di media sosial. Temuan ini diharapkan dapat menjadi referensi bagi pelaku industri fashion serta akademisi yang tertarik dalam studi komunikasi digital. Kata Kunci: Analisis Isi, Komunikasi Digital, Instagram, Clothing Line, SLUMP Series

Item Type:	Thesis (S1)
Call Number CD:	FK/KD. 25 017
NIM/NIDN Creators:	44519010035
Uncontrolled Keywords:	Analisis Isi, Komunikasi Digital, Instagram, Clothing Line, SLUMP Series
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.7 General Bibliographies of Works Having Specific Kinds of Content/Bibliografi Umum Pekerjaan yang Memiliki Jenis Konten Tertentu 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 646 Sewing Materials and Equipment, Clothing, Management of Personal and Family Life/Mesin Jahit dan Perlengkapan Menjahit, Pakaian, Management Pribadi dan Keluarga > 646.3 Clothing/Pakaian, Tata Busana, Mode Busana, Fashion
Divisions:	Fakultas Ilmu Komunikasi > Komunikasi Digital
Depositing User:	khalimah
Date Deposited:	13 Mar 2025 07:58
Last Modified:	13 Mar 2025 07:58
URI:	http://repository.mercubuana.ac.id/id/eprint/94866

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