Appealing To The Senses Visually: An Analysis Of Instagram Ads For Kopi Kenangan And Its Influence On Brand Awareness Among Gen Z
DOI:
https://doi.org/10.56127/jukim.v4i04.2222Keywords:
Visual communication, brand awareness, Instagram ads, Generation Z, visual design, Kopi KenanganAbstract
Instagram has evolved into a dominant visual medium in digital marketing strategies, particularly for reaching Generation Z, who are highly responsive to aesthetic and interactive content. This study aims to analyze how visual design elements in Instagram ads for Kopi Kenangan influence brand awareness among Gen Z. A quantitative approach was used through an online survey of 150 respondents aged 17–25 who are active on Instagram and have seen Kopi Kenangan ads. Data analysis was conducted using Pearson correlation tests and simple linear regression. The results show that visual elements such as dominant colors, consistent typography, narrative caption style, and logo placement significantly affect brand recall and brand recognition. Bright, contrasting colors were found to be most effective in grabbing initial attention, while the consistent use of logos reinforced brand memory over the long term. These findings emphasize the important role of visual communication in building a strong brand image on digital platforms and provide practical implications for small and medium-sized enterprises (SMEs) and the creative industry in designing effective visual content.
References
[1]Aaker, D. A. (1996). Building strong brands. Free Press.
[2]Belch, G. E., & Belch, M. A. (2020). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw-Hill Education.
[3]Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25. Universitas Diponegoro.
[4]Keller, K. L. (2013). Strategic brand management (4th ed.). Pearson Education.
[5]Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
[6]Kurniawan, T. (2020). Visual communication design in Indonesian digital startups. Jurnal Desain Komunikasi Visual Nirmana, 12(2), 45–55.
[7]Labrecque, L. I., Patrick, V. M., & Milne, G. R. (2013). The marketers’ prisms. Journal of Marketing Theory and Practice, 21(2), 153–166.
[8]Lestari, A. P., & Wibowo, H. (2022). Branding produk kopi melalui Instagram: Studi pada konsumen muda. Jurnal Sosioteknologi, 21(1), 34–45.
[9]Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
[10]Maulida, S. (2020). Strategi visual branding kopi lokal di media sosial. Jurnal Desain Komunikasi Visual Interior, 6(1), 77–88.
[11]McQuarrie, E. F., & Mick, D. G. (2009). Visual and verbal rhetoric in advertising: The persistence of imagery and metaphor. Journal of Consumer Research, 45(1), 55–72.
[12]McQuarrie, E. F., & Phillips, B. J. (2011). Visual branding. Journal of Advertising Research, 51(1), 1–13.
[13]Nurdin, F. (2023). Komunikasi visual dan efektivitas pesan pemasaran digital di Instagram. Jurnal Komunikasi Perspektif, 11(1), 88–99.
[14]O'Reilly, T. (2005). What is Web 2.0. O’Reilly Media. https://www.oreilly.com/pub/a/web2/archive/what-is-web-20.html
[15]Sari, M., & Pradipta, R. (2022). Pengaruh visual branding di Instagram terhadap pembentukan brand image UMKM. Jurnal Komunikasi dan Bisnis, 9(1), 25–37.
[16]Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology, 22(1), 7–17.
[17]Solomon, M. R. (2019). Consumer behavior: Buying, having, and being (12th ed.). Pearson.
[18]Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
[19]Suryani, T., & Ananda, R. F. (2021). Persepsi konsumen Generasi Z terhadap konten visual dalam digital marketing. Jurnal Manajemen Pemasaran, 15(2), 133–145.
[20]Tuten, T. L., & Solomon, M. R. (2017). Social media marketing (3rd ed.). Sage.
[21]Tsai, W. H. S., & Men, L. R. (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, 13(2), 76–87.
[22]Yuniarto, I. (2021). Strategi branding melalui media sosial pada UMKM. Jurnal Ilmu Komunikasi, 19(1), 59–70.
[23]Zarella, D. (2010). The social media marketing book. O'Reilly Media.
[24]Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’–credibility and self-presentation of micro-celebrities on social media. Journal of Retailing and Consumer Services, 47, 86–93.
[25]Hidayat, A., & Sari, P. D. (2021). Pengaruh elemen visual iklan online terhadap daya ingat konsumen. Jurnal Ekonomi dan Komunikasi, 13(2), 115–124.
