Konten Social Media Marketing Instagram Allo Bank melalui Brand Ambassador Idol K-Pop: Studi Analisis Isi dari Konsep 4C oleh Chris Heuer

Abstract

The phenomenon of using K-Pop idols as brand ambassadors has become one of the digital marketing communication strategies widely adopted by companies to enhance brand attractiveness, increase audience engagement, and strengthen corporate image on social media. Instagram was selected as the object of this study because it is one of the social media platforms with visual and interactive characteristics that effectively support digital marketing activities. This study aims to analyze Allo Bank’s Instagram social media marketing content through the use of K-Pop idol brand ambassadors based on Chris Heuer’s 4C concept, which consists of Context, Communication, Collaboration, and Connection. This research employed a qualitative approach using content analysis as the research method. The data sources consisted of primary and secondary data. Research data were collected through documentation of posts uploaded to Allo Bank’s official Instagram account featuring K-Pop idol brand ambassadors. The units of analysis included photos, videos, reels, captions, hashtags, and various forms of interaction found in the posts. The data were analyzed based on Chris Heuer’s 4C framework to identify the characteristics and social media marketing strategies implemented. To ensure data validity, the study applied prolonged observation, source triangulation, and peer discussion techniques. The findings reveal that the Context aspect is reflected through the use of attractive visuals, modern design elements, and messages tailored to the characteristics of K-Pop fans. The Communication aspect is demonstrated through the delivery of informative content and the use of interactive and persuasive language. The Collaboration aspect is manifested through digital campaigns, hashtag utilization, and audience involvement in various social media activities. Meanwhile, the Connection aspect is evident in Allo Bank’s efforts to build long-term relationships with followers through consistent content and emotionally engaging interactions. The implications of this study indicate that the use of K-Pop idol brand ambassadors serves as an important element in strengthening Allo Bank’s Instagram social media marketing strategy, as it enhances content attractiveness and expands the reach of digital marketing communication.