STRATEGI BRANDING KOMUNITAS SOSIAL DI INSTAGRAM: STUDI NETNOGRAFI PADA WEPOSE INDONESIA

Abstract

The rapid growth of digital communication has encouraged social communities to utilize social media as a strategic platform for building their identity and engaging with the public. This study aims to analyze the branding strategy implemented by WEPOSE Indonesia through its Instagram account. A qualitative approach was employed using virtual ethnography (netnography). Data were collected through online observation of the Instagram account @wepose.indonesia, interviews with community administrators and volunteers, and documentation. The findings indicate that WEPOSE Indonesia develops its branding through a consistent visual identity, structured content planning, communication of social values, audience engagement, and clearly defined target audiences. The community also maintains branding consistency through regular content publication, standardized visual elements, captions, and hashtags. These findings demonstrate that the branding strategy reflects the dimensions of Kapferer's Brand Identity Prism, particularly physique, personality, culture, relationship, and reflection. Furthermore, the implementation of consistency and goodwill, as proposed by Peter Montoya, strengthens the community's identity and enhances public trust. The study concludes that Instagram functions not only as a communication medium but also as an effective platform for establishing community identity and fostering public participation in social activities.