| dc.description.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. | en_US |
