Figure 3. Demonstration of the use of recharge products. (Image source: www.instagram.com/recharge.id)
Looking at Figure 3, we can see the process of using the Recharge power bank application.
The picture is displayed through the slide feature on Instagram where each slide contains steps
in the process of borrowing a power bank through the recharge application. From an advertising
perspective, instructions for use are included in the demonstration style. The demonstration is an ad
style designed to illustrate the advantages of a product. This ad style is very effective in convincing
consumers about product quality (Suyanto 2005). The use of a delivery style that is able to convince
consumers about the product is in line with positioning in branding that aims to convince consumers
about a product.
4 CONCLUSION
As one of the most popular social media sites in Indonesia, Instagram is often used by businesses
in branding for a number of products, one of which is Recharge. Various features that are owned
by Instagram, such as slides, captions, and other features, make it easy for Recharge to convey
messages that are in accordance with product positioning to the public. In use of the product, as
well as the procedure for borrowing the product. The message is conveyed through a visual and
textual style that is in accordance with the condition of the consumer. This is in line with what Davis
(2015) stated that in social media branding, consumers are basically more interested in obtaining
knowledge about services and product offerings.
REFERENCES
Artawan, C. A., Ketut, N., and Astuti, R. 2015. Kartun Sebagai Elemen Visual Media Pembelajaran Lalu
Lintas Ditlantas Polda Bali. Segara Widya, 3(1):418–427.
Davis, R. 2015. Social Media Branding for Small Business: The 5–Sources Model. New York: Business Expert
Press.
Gumelar, M. 2011. Cara Membuat Komik. Jakarta: Indeks.
Hidayattuloh, M. and Riandy, A. 2019. Digital Brand Building of PT Kereta Api Indonesia Indonesia Through
Instagram Account @ KAI121 . 6 Th Bandung Creative Movement International Conference in Creative
Industries.
Kartajaya, H. 2005. Positioning diferensiasi brand. Jakarta: gramedia pustaka utama.
Purwidiantoro, M. H., Kristanto, D. F., and Hadi, W. 2016. Pengaruh Penggunaan Media
Sosial Terhadap Pengembangan Usaha Kecil Menengah (Ukm). Jurnal EKA CIDA, 1(1):30–39.
http://journal.amikomsolo.ac.id/index.php/ekacida/article/view/19/11
150
Looking at Figure 3, we can see the process of using the Recharge power bank application.
The picture is displayed through the slide feature on Instagram where each slide contains steps
in the process of borrowing a power bank through the recharge application. From an advertising
perspective, instructions for use are included in the demonstration style. The demonstration is an ad
style designed to illustrate the advantages of a product. This ad style is very effective in convincing
consumers about product quality (Suyanto 2005). The use of a delivery style that is able to convince
consumers about the product is in line with positioning in branding that aims to convince consumers
about a product.
4 CONCLUSION
As one of the most popular social media sites in Indonesia, Instagram is often used by businesses
in branding for a number of products, one of which is Recharge. Various features that are owned
by Instagram, such as slides, captions, and other features, make it easy for Recharge to convey
messages that are in accordance with product positioning to the public. In use of the product, as
well as the procedure for borrowing the product. The message is conveyed through a visual and
textual style that is in accordance with the condition of the consumer. This is in line with what Davis
(2015) stated that in social media branding, consumers are basically more interested in obtaining
knowledge about services and product offerings.
REFERENCES
Artawan, C. A., Ketut, N., and Astuti, R. 2015. Kartun Sebagai Elemen Visual Media Pembelajaran Lalu
Lintas Ditlantas Polda Bali. Segara Widya, 3(1):418–427.
Davis, R. 2015. Social Media Branding for Small Business: The 5–Sources Model. New York: Business Expert
Press.
Gumelar, M. 2011. Cara Membuat Komik. Jakarta: Indeks.
Hidayattuloh, M. and Riandy, A. 2019. Digital Brand Building of PT Kereta Api Indonesia Indonesia Through
Instagram Account @ KAI121 . 6 Th Bandung Creative Movement International Conference in Creative
Industries.
Kartajaya, H. 2005. Positioning diferensiasi brand. Jakarta: gramedia pustaka utama.
Purwidiantoro, M. H., Kristanto, D. F., and Hadi, W. 2016. Pengaruh Penggunaan Media
Sosial Terhadap Pengembangan Usaha Kecil Menengah (Ukm). Jurnal EKA CIDA, 1(1):30–39.
http://journal.amikomsolo.ac.id/index.php/ekacida/article/view/19/11
150