STRATEGI PENGELOLAAN KONTEN MEDIA SOSIAL INSTAGRAM DALAM MENINGKATKAN BRAND AWARENESS : STUDI KASUS PADA LILIPUT BABY & KIDS DI KABUPATEN SIDENRENG RAPPANG

Abstract

The development of social media has encouraged businesses to utilize digital platforms as marketing and communication tools to engage with consumers. Instagram has become one of the most widely used platforms for building customer relationships and increasing brand awareness. This study aims to describe the Instagram content management strategy implemented by Liliput Baby & Kids in Sidenreng Rappang Regency and analyze its role in enhancing brand awareness. This research employed a qualitative approach with a case study design. The informants consisted of 10 participants, including the business owner, employees involved in social media management, active customers, and members of the community who follow the Instagram account of Liliput Baby & Kids. Data were collected through observation, in-depth interviews, documentation, and literature review. Data analysis was conducted using the Miles and Huberman model, which includes data reduction, data display, and conclusion drawing, supported by NVivo 12 software to facilitate data coding and visualization. The findings reveal that the Instagram content management strategy at Liliput Baby & Kids includes content planning, content creation, posting consistency and scheduling, audience interaction, and content evaluation and adjustment. These strategies contribute to improving brand awareness through enhanced brand recognition, brand recall, and the development of brand image and trust. The brand image and trust indicator obtained the highest percentage at 18%, while the top-of-mind indicator recorded the lowest percentage at 10%. These findings indicate that Instagram is effective in building positive perceptions and increasing public trust toward the brand. However, more creative, consistent, and interactive content management is required to strengthen the brand's position in consumers' minds.