HERLITA, ELSA (2025) PENGELOLAAN MEDIA SOSIAL INSTAGRAM @poloindonesiaoffical DALAM MEMBANGUN BRAND IMAGE POLO INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Social media offers significant opportunities for companies to build their brand image. Polo Indonesia, as a local fashion brand, utilizes Instagram @poloindonesiaoffical to strengthen its identity amid global competition. This research employs a qualitative phenomenological approach to examine content management strategies, audience interaction, and challenges faced by Polo Indonesia’s social media team. The findings indicate that Instagram positively contributes to brand image through consistent visuals, interactive features, and influencer collaborations. However, audience engagement remains relatively low compared to the follower base, requiring more adaptive strategies. In conclusion, Instagram is an effective platform for digital branding when managed with proper communication strategies. These results provide both academic insights and practical guidance for local companies in strengthening competitiveness through social media. Keywords: Social media, Instagram, Brand Image, Polo Indonesia Perkembangan media sosial memberikan peluang besar bagi perusahaan dalam membangun brand image. Polo Indonesia sebagai merek fashion lokal memanfaatkan Instagram @poloindonesiaoffical untuk memperkuat citra mereknya di tengah persaingan dengan brand global. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus untuk menelaah strategi pengelolaan konten, interaksi dengan audiens, serta tantangan yang dihadapi tim media sosial Polo Indonesia. Hasil penelitian menunjukkan Instagram berperan positif dalam membangun brand image melalui konsistensi visual, pemanfaatan fitur interaktif, dan kolaborasi dengan influencer. Namun, tingkat keterlibatan audiens masih rendah dibanding jumlah pengikut, sehingga perlu strategi konten yang lebih adaptif. Kesimpulannya, Instagram efektif digunakan sebagai sarana digital branding apabila dikelola dengan strategi komunikasi yang tepat. Temuan ini diharapkan bermanfaat bagi pengembangan kajian komunikasi digital dan praktik branding perusahaan lokal. Kata kunci: Media sosial, Instagram, Brand Image, Polo Indonesia
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