Branding Communication Strategy of PT. Pupuk Sriwidjaja Palembang (Case study of the @pusripalembang Instagram account)

Abstract

This study analyzes the branding communication strategy of PT. Pupuk Sriwidjaja Palembang (PT Pusri) on his Instagram account, @pusripalembang. PT Pusri utilizes Instagram as a strategic tool to enhance and expand its brand image in a high-tech and competitive market. The primary target audiences are Millennials and Gen Z, who are engaged on social media. The study examines how PT Pusri maintains audience interest through consistent visuals, diverse content, and the integration of educational, social, and entertainment elements. It also examines the challenges that arose, including insufficient staff, inability to adapt the content style, and difficulty reaching the primary client group, which is predominantly older farmers in rural areas. The study evaluates the effectiveness of PT Pusri's content using Instagram's integrated insights feature, examining the company's ability to adapt to digital communication trends and enhance brand perception. This qualitative case study examines the branding communication strategy of PT Pupuk Sriwidjaja Palembang through its Instagram account, @pusripalembang. Data were collected through semi-structured interviews with company representatives and followers, observation of Instagram content, and documentation analysis. Data were analyzed using qualitative thematic analysis. The findings suggest that PT Pusri’s strategy generates audience engagement especially by incorporating humorous or emotional content. However, the strategy faces limitations due to insufficient interaction with older farmers and a formal tone that may not resonate with younger demographics. The study highlights the importance of corporate collaboration, particularly among the communication, marketing, and research departments, in developing compelling and persuasive messaging. The study provides recommendations for PT Pusri to enhance its digital communication strategy by addressing challenges and refining content to engage its target audience more effectively.