STRATEGI DIGITAL MARKETING PT HEAVENLY NUTRITION INDONESIA DALAM MEMBANGUN BRAND IMAGE PRODUK MIRUKU SEBAGAI SUSU LACTOSE FREE MELALUI MEDIA SOSIAL INSTAGRAM
DOI:
https://doi.org/10.23969/jp.v11i02.53604Keywords:
Digital Marketing, Instagram, Brand Image, Lactose-Free Milk, Miruku.Abstract
This study aims to analyze the Digital Marketing strategy implemented by PT
Heavenly Nutrition Indonesia in building the brand image of Miruku as a lactose-free
milk product through Instagram. This research employed a descriptive qualitative
approach. Data were collected through observation, active participation during the
internship program, semi-structured interviews with the Brand Manager of Miruku,
and literature review. Data were analyzed using the Miles, Huberman, and Saldaña
interactive model, consisting of data reduction, data display, and conclusion
drawing. The findings reveal that Miruku’s Digital Marketing strategy is carried out
through systematic planning and implementation stages by utilizing Instagram as
the primary communication platform. The company identifies a specific target
audience, develops educational content about lactose intolerance, creates lifestyle
related content relevant to the audience, and fosters engagement through Instagram
features and collaborations with Key Opinion Leaders (KOLs). Instagram content
plays a significant role in shaping Miruku’s brand image by strengthening brand
associations through educational content, creating positive perceptions through
valuable information, and reinforcing its positioning as a premium lactose-free milk
product. Based on Keller’s brand image framework, the strategy contributes to the
development of strength of brand association, favorability of brand association, and
uniqueness of brand association. Therefore, Instagram serves as a strategic
platform for establishing Miruku’s brand image as a digestive-friendly milk product
that meets the needs of health-conscious and productive consumers.
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