Konstruksi Makna Estetika Visual sebagai Strategi Atmosfer Merek Kopi Lokal di Instagram
DOI:
https://doi.org/10.35814/axa8pg18Keywords:
Estetika Visual, Instagram, Merek Kopi Lokal, Komunikasi Merek, Konstruksi MaknaAbstract
Instagram tidak hanya berfungsi sebagai media promosi, tetapi juga sebagai ruang komunikasi visual tempat identitas dan makna merek dikonstruksi melalui praktik kurasi berulang. Penelitian ini bertujuan menganalisis konstruksi makna estetika visual pada akun Instagram @kulumanukopi serta menjelaskan fungsinya dalam strategi komunikasi merek kopi lokal. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus. Data utama diperoleh melalui wawancara semi-terstruktur terhadap sepuluh informan, terdiri atas pemilik atau pengelola merek, admin Instagram, tiga konsumen, tiga pengikut aktif, dan dua calon konsumen, serta didukung observasi digital dan dokumentasi visual. Data dianalisis melalui kondensasi data, pengodean terbuka, aksial, dan selektif, penyajian data, serta verifikasi kesimpulan. Kredibilitas temuan diperiksa melalui triangulasi sumber, negative-case examination, dan audit trail. Hasil penelitian menunjukkan bahwa makna estetika dikonstruksi melalui tata bahasa visual warm-minimalist yang mengintegrasikan palet earthy, negative space, pencahayaan alami, komposisi sederhana, objek atmosferik, caption kontemplatif, dan konsistensi feed. Konfigurasi ini membentuk makna ketenangan, slow living, kehangatan, kontemplasi, dan autentisitas serta mendukung pola atmosphere-first communication. Penelitian juga menemukan aesthetic–informational tension ketika konsistensi estetika dipersepsikan sebagai premium atau eksklusif sekaligus mengurangi keterlihatan informasi praktis. Temuan menegaskan estetika Instagram sebagai mekanisme konstruksi makna dan sumber daya strategis komunikasi merek.
References
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Argyris, Y. A., Wang, Z., Kim, Y., & Yin, Z. (2020). The effects of visual congruence on increasing consumers’ brand engagement: An empirical investigation of influencer marketing on Instagram using deep-learning algorithms for automatic image classification. Computers in Human Behavior, 112, 106443. https://doi.org/10.1016/j.chb.2020.106443
Bazi, S., Filieri, R., & Gorton, M. (2023). Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty. Journal of Business Research, 160, 113778. https://doi.org/10.1016/j.jbusres.2023.113778
Berger, P. L., & Luckmann, T. (1966). The social construction of reality: A treatise in the sociology of knowledge. Doubleday.
Blumer, H. (1969). Symbolic interactionism: Perspective and method. Prentice-Hall.
Butcher, J., & Pecot, F. (2022). Visually communicating brand heritage on social media: Champagne on Instagram. Journal of Product & Brand Management, 31(4), 654–670. https://doi.org/10.1108/JPBM-01-2021-3334
Chatra, M. A. P., Achjar, K. A. H., Ningsi, Rusliyadi, M., Zaenurrosyid, A., Rumata, N. A., Nirwana, I., & Abadi, A. (2023). Metode penelitian kualitatif: Panduan praktis untuk analisis data kualitatif dan studi kasus. PT Sonpedia Publishing Indonesia.
Dhanesh, G., Duthler, G., & Li, K. (2022). Social media engagement with organization-generated content: Role of visuals in enhancing public engagement with organizations on Facebook and Instagram. Public Relations Review, 48(2), 102174. https://doi.org/10.1016/j.pubrev.2022.102174
Harrison, C. (2003). Visual social semiotics: Understanding how still images make meaning. Technical Communication, 50(1), 46–60.
Ibrahim, B., Hazzam, J., Qalati, S. A., & Attia, A. M. (2025). From perceived creativity and visual appeal to positive emotions: Instagram’s impact on fast-food brand evangelism. International Journal of Hospitality Management, 128, 104140. https://doi.org/10.1016/j.ijhm.2025.104140
Kanuri, V. K., Hughes, C., & Hodges, B. T. (2024). Standing out from the crowd: When and why color complexity in social media images increases user engagement. International Journal of Research in Marketing, 41(2), 174–193. https://doi.org/10.1016/j.ijresmar.2023.08.007
Kress, G., & van Leeuwen, T. (2021). Reading images: The grammar of visual design (3rd ed.). Routledge. https://doi.org/10.4324/9781003099857
Kusuma, A. A., Afiff, A. Z., Gayatri, G., & Hati, S. R. H. (2024). Is visual content modality a limiting factor for social capital? Examining user engagement within Instagram-based brand communities. Humanities and Social Sciences Communications, 11, 9. https://doi.org/10.1057/s41599-023-02529-6
Kusumasondjaja, S. (2020). Exploring the role of visual aesthetics and presentation modality in luxury fashion brand communication on Instagram. Journal of Fashion Marketing and Management, 24(1), 15–31. https://doi.org/10.1108/JFMM-02-2019-0019
Lenaini, I. (2021). Teknik pengambilan sampel purposive dan snowball sampling. Historis: Jurnal Kajian, Penelitian Dan Pengembangan Pendidikan Sejarah, 6(1), 33–39. https://doi.org/10.31764/historis.v6i1.4075
Li, Y., & Xie, Y. (2020). Is a picture worth a thousand words? An empirical study of image content and social media engagement. Journal of Marketing Research, 57(1), 1–19. https://doi.org/10.1177/0022243719881113
Lim, H., & Childs, M. (2020). Visual storytelling on Instagram: Branded photo narrative and the role of telepresence. Journal of Research in Interactive Marketing, 14(1), 33–50. https://doi.org/10.1108/JRIM-09-2018-0115
Luarn, P., Chen, C.-C., & Chiu, Y.-P. (2024). Color congruence on Instagram: The role of flow and aesthetic experience. Asia Pacific Journal of Marketing and Logistics, 36(10), 2448–2463. https://doi.org/10.1108/APJML-11-2023-1114
Naeem, M., Ozuem, W., Ranfagni, S., & Howell, K. (2025). User generated content and brand engagement: Exploring the role of electronic semiotics and symbolic interactionism on Instagram. Computers in Human Behavior, 168, 108642. https://doi.org/10.1016/j.chb.2025.108642
Permell, S. R., & Pacheco, B. G. (2024). Consumer responses to elements of visual esthetics on a brand’s Instagram page. Journal of Promotion Management, 30(4), 583–614. https://doi.org/10.1080/10496491.2023.2289931
Poirier, S.-M., Cosby, S., Sénécal, S., Coursaris, C. K., Fredette, M., & Léger, P.-M. (2024). The impact of social presence cues in social media product photos on consumers’ purchase intentions. Journal of Business Research, 185, 114932. https://doi.org/10.1016/j.jbusres.2024.114932
Putri, N. F., & Lobodally, A. (2025). A multimodal analysis of a brand ambassador post on social media. Jurnal ASPIKOM, 9(1), 45–60. https://doi.org/10.24329/aspikom.v9i1.1254
Rodríguez-Vera, A. del P., de las Heras-Pedrosa, C., & Jambrino-Maldonado, C. (2024). Instagram communication strategies of European museums. Cogent Arts & Humanities, 11(1), 2360793. https://doi.org/10.1080/23311983.2024.2360793
Sarosa, S. (2021). Analisis data penelitian kualitatif. Kanisius.
Simatzkin-Ohana, L., & Frosh, P. (2022). From user-generated content to a user-generated aesthetic: Instagram, corporate vernacularization, and the intimate life of brands. Media, Culture & Society, 44(7), 1235–1254. https://doi.org/10.1177/01634437221084107
Soedarsono, D. K., Mohamad, B., Adamu, A. A., & Aline Pradita, K. (2020). Managing digital marketing communication of coffee shop using Instagram. International Journal of Interactive Mobile Technologies, 14(5), 108–118. https://doi.org/10.3991/ijim.v14i05.13351
Yoo, J. J. (2023). Visual strategies of luxury and fast fashion brands on Instagram and their effects on user engagement. Journal of Retailing and Consumer Services, 75, 103517. https://doi.org/10.1016/j.jretconser.2023.103517
