| dc.description.abstract | Digital visual communication plays a crucial role in building customer
engagement and strengthening a company’s brand image on social media. In
the retail and lifestyle industries, delivering high-quality and consistent
content through Instagram is one of the communication strategies used to
shape customer perceptions of the brand. This study aims to analyze the
application of digital visual communication on Plaza Ambarrukmo’s
Instagram, which is managed by PT Putera Mataram Mitra Sejahtera, in
enhancing customer engagement and developing brand image. This study
used a descriptive qualitative approach. Data were collected through
observation of Plaza Ambarrukmo’s Instagram content, interviews with both
visitors and non-visitors of Plaza Ambarrukmo, and documentation during
the internship period. The data were then analyzed to understand the
relationship between social media content, customer perception, customer
engagement, and brand image. The research results generated
recommendations regarding content management strategies, maintaining
visual consistency, and expanding marketing strategies through the TikTok
platform | en_US |
