ANALISIS KOMPARATIF STRATEGI KONTEN BERBASIS STORYTELLING PADA AKUN INSTAGRAM BRAND EIGER @eigeradventure dan @eiger.merrsurabaya

Adam Priyatmoko, Mochammad (2026) ANALISIS KOMPARATIF STRATEGI KONTEN BERBASIS STORYTELLING PADA AKUN INSTAGRAM BRAND EIGER @eigeradventure dan @eiger.merrsurabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

ABSTRAK Perkembangan media sosial menjadikan Instagram sebagai salah satu media komunikasi pemasaran digital yang efektif dalam membangun hubungan antara merek dan konsumen. Penelitian ini bertujuan untuk menganalisis dan membandingkan strategi konten berbasis storytelling pada akun Instagram @eigeradventure dan @eiger.merrsurabaya dalam membangun identitas merek EIGER. Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode analisis komparatif. Data diperoleh melalui observasi terhadap konten Instagram pada periode 1 Maret–18 April 2026, didukung dokumentasi dan studi pustaka. Analisis dilakukan menggunakan teori strategi konten, brand storytelling, brand identity, dan glocalization. Hasil penelitian menunjukkan bahwa akun @eigeradventure lebih berfokus pada pembangunan identitas merek melalui narasi petualangan, visual yang kuat, dan penyampaian cerita yang inspiratif. Sementara itu, akun @eiger.merrsurabaya lebih menekankan komunikasi lokal melalui promosi, informasi produk, dan aktivitas komunitas yang sesuai dengan karakteristik audiens di wilayah Surabaya. Meskipun memiliki perbedaan dalam strategi komunikasi, kedua akun tetap mempertahankan nilai dan identitas merek EIGER secara konsisten. Penelitian ini menyimpulkan bahwa perbedaan strategi konten tersebut merupakan bentuk penerapan glocalization, yaitu penyesuaian komunikasi terhadap kebutuhan audiens lokal tanpa menghilangkan identitas merek utama. Kata Kunci: Strategi Konten, Brand Storytelling, Instagram, Brand Identity, Glocalization. ABSTRACT The rapid development of social media has made Instagram an effective digital marketing communication platform for building relationships between brands and consumers. This study aims to analyze and compare storytelling-based content strategies on the Instagram accounts @eigeradventure and @eiger.merrsurabaya in building EIGER's brand identity. This research employed a descriptive qualitative approach with a comparative analysis method. The data were collected through observation of Instagram content published from March 1 to April 18, 2026, supported by documentation and literature review. The analysis was conducted using the theories of content strategy, brand storytelling, brand identity, and glocalization. The findings indicate that @eigeradventure focuses on strengthening brand identity through adventure narratives, high-quality visuals, and inspirational storytelling. Meanwhile, @eiger.merrsurabaya emphasizes local communication through promotional content, product information, and community activities tailored to the characteristics of the local audience. Although the two accounts implement different communication strategies, both consistently maintain EIGER's core brand values and identity. The study concludes that these differences represent the implementation of glocalization, in which communication strategies are adapted to local audience needs while preserving the brand's overall identity. Keywords: Content Strategy, Brand Storytelling, Instagram, Brand Identity, Glocalization.

Item Type:

Thesis (Undergraduate)

Contributors: