2 RESEARCH METHODS
The object of this research is the image and text content contained in the social media account
@recharge.id. To examine the object of research, researchers use the case study method. Case
studies can be specific to a single case and can try to understand the case in a particular context,
situation, and time (Raco 2010).
As stated in the previous discussion, this research limits the process of social media branding
by prioritizing functional aspects to increase understanding of the functions and benefits of these
products. According to Davis (2015), increasing product knowledge by consumers in social media
branding can be used as a personal experience to consider before carrying out the purchase process.
This cannot be separated from the role of social media in providing offers and understanding
regarding the services of a product. Nowadays, social media has become a trend among businesses
and has the potential to connect consumers easily (Purwidiantoro et al. 2016). Based on exposure
by Davis, social media branding does not mean it is aimed at purchase intentions—bringing brands
closer and buying are two different things. In social media branding, consumers are basically more
interested in obtaining knowledge about the services and offerings of a product. This is inseparable
from the role of social media as a tool for researching a product by consumers.
In this study, in addition to theories about social media branding, researchers also use advertising
and visual communication design theory to better understand aspects of persuasion that exist in
visual and textual social media accounts @ recharge.id. Apart from that, the authors took three
Instagram posts containing images and text as research samples that were compatible with the
discussion.
3 RESULT AND DISCUSSION
The information technology that is present at this time makes it easy for businesses to get closer
to their consumers. The presence of social media is able to provide product-related information
to consumers while allowing consumers to engage directly with brands through various activities
that exist on social media and make brands live in the minds of consumers (Yusuf 2016). Apart
from that, social media has a considerable impact in establishing a relationship between brands and
consumers (Semuel & Setiawan 2018)
As explained in the previous discussion, Recharge is a power bank rental service application that
is placed in various places. This service is different from the charging stations that already exist,
where consumers are required to bring a personal charger to charge their mobile phones.
Looking at the Instagram posts on @recharge.id, it appears that the emphasis on the position
of the product values leads to the ease of making power bank rental through applications that are
often conveyed in a number of images and captions. Unique product position and the ability to
live in the minds of customers is a form of positioning. By definition, positioning is concerned
with how to build trust and confidence in consumers and potential customers. Apart from that,
positioning can be said to be a starting point in building product differentiation that can compete
with its competitors (Kartajaya 2005)
In conducting this research, researchers examined that Instagram was used as media branding for
Recharge in conveying product positioning to differentiate it from competitors as well as providing
education to consumers in terms of increasing knowledge and trust in Recharge products.
Looking at the content provided on Instagram @recharge.id, information about the type of
product is conveyed through an image that is equipped with information containing an affirmation
of the type of product service.
Figure 1 is one of the images contained in the account @recharge.id. It is a visualization that
resembles a comic panel with text placed in a speech bubble that reads “hati resah karena nggak
bawa charger? Solusinya pakai recharge aja!” In the text, there is an affirmation of the products
offered. Apart from that, it seems that the situation formed in the sentence is a decrease in mobile
phone battery power which is very commonly experienced by the public at the present time. This
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The object of this research is the image and text content contained in the social media account
@recharge.id. To examine the object of research, researchers use the case study method. Case
studies can be specific to a single case and can try to understand the case in a particular context,
situation, and time (Raco 2010).
As stated in the previous discussion, this research limits the process of social media branding
by prioritizing functional aspects to increase understanding of the functions and benefits of these
products. According to Davis (2015), increasing product knowledge by consumers in social media
branding can be used as a personal experience to consider before carrying out the purchase process.
This cannot be separated from the role of social media in providing offers and understanding
regarding the services of a product. Nowadays, social media has become a trend among businesses
and has the potential to connect consumers easily (Purwidiantoro et al. 2016). Based on exposure
by Davis, social media branding does not mean it is aimed at purchase intentions—bringing brands
closer and buying are two different things. In social media branding, consumers are basically more
interested in obtaining knowledge about the services and offerings of a product. This is inseparable
from the role of social media as a tool for researching a product by consumers.
In this study, in addition to theories about social media branding, researchers also use advertising
and visual communication design theory to better understand aspects of persuasion that exist in
visual and textual social media accounts @ recharge.id. Apart from that, the authors took three
Instagram posts containing images and text as research samples that were compatible with the
discussion.
3 RESULT AND DISCUSSION
The information technology that is present at this time makes it easy for businesses to get closer
to their consumers. The presence of social media is able to provide product-related information
to consumers while allowing consumers to engage directly with brands through various activities
that exist on social media and make brands live in the minds of consumers (Yusuf 2016). Apart
from that, social media has a considerable impact in establishing a relationship between brands and
consumers (Semuel & Setiawan 2018)
As explained in the previous discussion, Recharge is a power bank rental service application that
is placed in various places. This service is different from the charging stations that already exist,
where consumers are required to bring a personal charger to charge their mobile phones.
Looking at the Instagram posts on @recharge.id, it appears that the emphasis on the position
of the product values leads to the ease of making power bank rental through applications that are
often conveyed in a number of images and captions. Unique product position and the ability to
live in the minds of customers is a form of positioning. By definition, positioning is concerned
with how to build trust and confidence in consumers and potential customers. Apart from that,
positioning can be said to be a starting point in building product differentiation that can compete
with its competitors (Kartajaya 2005)
In conducting this research, researchers examined that Instagram was used as media branding for
Recharge in conveying product positioning to differentiate it from competitors as well as providing
education to consumers in terms of increasing knowledge and trust in Recharge products.
Looking at the content provided on Instagram @recharge.id, information about the type of
product is conveyed through an image that is equipped with information containing an affirmation
of the type of product service.
Figure 1 is one of the images contained in the account @recharge.id. It is a visualization that
resembles a comic panel with text placed in a speech bubble that reads “hati resah karena nggak
bawa charger? Solusinya pakai recharge aja!” In the text, there is an affirmation of the products
offered. Apart from that, it seems that the situation formed in the sentence is a decrease in mobile
phone battery power which is very commonly experienced by the public at the present time. This
148