Strategi Digital Marketing Jims Honey Medan di Instagram dalam Membangun Citra Merek Produk

Abstract

This study aims to examine the effectiveness of the digital marketing strategy implemented by Jims Honey Medan through the Instagram platform in building its product brand image. As a visually driven social media platform, Instagram plays a crucial role in digital marketing practices, particularly following the hacking incident of the previous account, which led to the creation of a new account, @jimshoney.offcmedan. This change compelled Jims Honey Medan to restructure its marketing strategy in order to maintain consumer trust and brand presence. The study employs a qualitative method with a constructivist paradigm to understand how digital marketing strategies shape consumer perceptions of brand image through the EPIC Model approach (Empathy, Persuasion, Impact, Communication). Data were collected through in-depth interviews with four informants consisting of digital marketing personnel, a consumer, and a key opinion leader (KOL), and were validated using source triangulation involving an academic informant. The findings indicate that Jims Honey Medan’s digital marketing strategy emphasizes not only visual promotion but also responsive and empathetic communication through content that resonates with the target audience. Informants revealed that the brand image is shaped by consistent engagement, appropriate KOL selection, and communication approaches aligned with consumers’ values and lifestyles. This research provides both practical and theoretical contributions to the development of social media-based digital marketing strategies and enriches the study of digital marketing communication in the context of local fashion industries.