Pembuatan Konten Edukatif Instagram dalam Meningkatkan Brand Awareness Rumah BUMN Kota Malang

Abstract

Instagram, as an information sharing platform, is important to be implemented for organization to give education to public. Rumah BUMN Kota Malang, as one of the user of instagram, has not yet utilized it optimally for their contents are still dense and inconsistent in visual element. This condition may limit public recognition of Rumah BUMN. Therefore, this study aimed to develop educational Instagram content using Visme and examine audience responses to its brand awareness. This study employed Action Research based on the Kemmis and McTaggart model, consisting of planning, action, observation, and reflection. The samples were selected using purposive sampling, comprising 19 respondents: 14 Rumah BUMN members, 1 coordinator, 2 marketing experts, and 2 computer experts. Data were analyzed descriptively using a Likert scale based on four brand awareness indicators: brand recall, brand recognition, brand purchase, and brand consumption. The study produced three carousel posts, each with four slides, designed in Visme. Among the 15 respondents, 86.1% of responses fell into the Agree and Strongly Agree categories. Positive responses reached 80.0% for Brand Recall, 95.6% for Brand Recognition, 82.2% for Brand Purchase, and 86.7% for Brand Consumption. The assessments from the marketing and computer experts also indicated positive results. The study concludes that the educational Instagram content developed with Visme has the potential to support Rumah BUMN Kota Malang’s brand awareness. It is recommended that Rumah BUMN Kota Malang maintains consistent visual branding and continue developing educational content. Future researchers may involve a larger number of respondents and compare brand awareness before and after content implementation.