Joshua N Diva L Latumakulita

Optimasi Brand Engagement Flower Advisor melalui Desain Komunikasi Visual di Instagram

Introduction

Optimasi brand engagement flower advisor melalui desain komunikasi visual di instagram. Optimalkan brand engagement Flower Advisor di Instagram melalui desain komunikasi visual dan semiotika. Hasilnya, engagement naik 38,5% & persepsi audiens positif. Perkuat merek & promosi digital.

Abstract

Penelitian ini bertujuan mengoptimalkan brand engagement Flower Advisor (FA) melalui perancangan strategi komunikasi visual di platform Instagram. Metode yang digunakan adalah mixed-method dengan pendekatan kualitatif dan kuantitatif. Secara kualitatif, dilakukan wawancara dengan tim manajemen serta observasi visual untuk memetakan elemen identitas merek dan gaya desain yang representatif. Secara kuantitatif, penelitian mengukur engagement rate dan melakukan survei persepsi audiens terhadap rancangan baru berdasarkan aspek daya tarik visual, keterbacaan, dan kesesuaian pesan. Proses desain berlandaskan teori Visual Communication Design, model AIDA (Attention, Interest, Desire, Action), serta analisis semiotik (ikon, indeks, simbol) guna mengungkap makna visual pada elemen seperti hati, bunga, dan bouquet sebagai representasi emosi kasih dan apresiasi. Hasil penelitian menunjukkan peningkatan engagement rate sebesar 38,5% dan persepsi positif dari 84% responden terhadap desain baru yang dinilai lebih hangat, estetik, serta mudah diingat. Temuan ini menegaskan bahwa strategi komunikasi visual berbasis semiotika dan estetika digital mampu memperkuat kedekatan emosional antara merek dan audiens, sekaligus meningkatkan efektivitas promosi FA di media sosial.

Review

This paper, "Optimasi Brand Engagement Flower Advisor melalui Desain Komunikasi Visual di Instagram," presents a well-structured investigation into enhancing brand engagement for Flower Advisor (FA) by leveraging strategic visual communication design on Instagram. The research addresses a pertinent challenge faced by modern e-commerce brands in cultivating a strong online presence and emotional connection with their audience. The authors clearly outline their objective to optimize FA's brand engagement through a meticulously designed visual strategy, employing a robust mixed-method approach that blends both qualitative and quantitative data collection and analysis. The methodology is particularly noteworthy for its comprehensive nature. Qualitatively, the study engaged in management interviews and visual observations to accurately map the brand's identity and representative design styles. Quantitatively, it meticulously tracked the engagement rate and conducted audience perception surveys, assessing new designs based on visual appeal, readability, and message congruence. Crucially, the research is grounded in solid theoretical frameworks, including Visual Communication Design theory, the AIDA model, and semiotic analysis—the latter adeptly applied to decode the meaning of visual elements like hearts, flowers, and bouquets as representations of love and appreciation. The findings are compelling: a significant 38.5% increase in engagement rate and an overwhelmingly positive perception from 84% of respondents, who found the new designs warmer, more aesthetic, and memorable. The study offers valuable insights and practical implications for digital marketing and brand management, particularly within emotion-driven industries. The affirmation that a visual communication strategy rooted in semiotics and digital aesthetics can powerfully strengthen emotional bonds between a brand and its audience, while simultaneously boosting promotional effectiveness, is a key takeaway. This research not only provides a successful case study for Flower Advisor but also lays down a transferable framework that other brands can adapt to improve their social media engagement. Its strength lies in combining theoretical rigor with measurable, positive outcomes, underscoring the critical role of thoughtful visual design in the contemporary digital landscape.

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