Komunikasi Pemasaran Digital Mills melalui Brand Ambassador Bambang Bayu Saptaji di Instagram

M Akmal Suhandi; Nurhanifah

doi:10.37567/alwatzikhoebillah.v12i1.5155

M Akmal Suhandi Universitas Islam Negeri Sumatera Utara
Nurhanifah Universitas Islam Negeri Sumatera Utara

DOI: https://doi.org/10.37567/alwatzikhoebillah.v12i1.5155

Keywords: Brand Ambassador, Digital Marketing Communication, Informative Message, Instagram, Persuasive Message

Abstract

This study aims to analyze the forms of digital marketing communication messages and the role of a brand ambassador in delivering these messages through Brand Mills’ Instagram content. This research uses a qualitative approach with content analysis methods on posts featuring Bambang Bayu Saptaji. Data collection techniques include non-participant observation and documentation, while data analysis involves data reduction, data presentation, and conclusion drawing. The results show that two types of marketing communication messages are used: informative and persuasive. Informative messages aim to provide audiences with an understanding of product characteristics, concepts, and advantages, while persuasive messages are used to attract attention and influence audience attitudes. Furthermore, the brand ambassador plays a significant role in enhancing the credibility of information and strengthening the attractiveness and influence of the messages delivered. Therefore, the use of a brand ambassador is an effective strategy in digital marketing communication to increase audience understanding and interest in the product.

References

Aisya, S., & Febriana, P. (2023). Strategi komunikasi pemasaran The Body Shop melalui brand ambassador : Studi kasus. 0341.

Belch, G. E., & Belch, M. A. (2021). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education. https://books.google.co.id/books?id=FZIbywEACAAJ

Budiwiranto, B. (2021). BUSINESS CENTER PT HERBA PENAWAR ALWAHIDA INDONESIA-HALAL NETWORK INTERNATIONAL ( HNI-HPAI ) TERHADAP KONSUMEN DI. 4(2).

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing. Pearson. https://books.google.co.id/books?id=-1yGDwAAQBAJ

Cresswell, John, W. (2019). Research Design Qualitative, Quantitative, and Mixed Methods Approaches. In Sustainability (Switzerland) (Vol. 11, Issue 4).

Cresswell, J. W., & Cresswell, J. D. (2018). Research Design: Qualitative, Quantitative and Mixed Methods Approaches. In Introducing English Language.

Creswell, J. W., & Poth, C. N. (2024). Qualitative Inquiry and Research Design: Choosing Among Five Approaches. SAGE Publications. https://books.google.co.id/books?id=nFr2EAAAQBAJ

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035

Di, J. K. N., & Sjahranie, R. A. W. (2016). ANALISIS TEKNIK KOMUNIKASI INFORMATIF BPJS PADA PENGGUNA JAMINAN KESEHATAN NASIONAL. 4(1), 269–282.

Dwi, W. (2025). Kata Kunci Komunikasi, Komunikasi Persuasif, Komunikasi Pemasaran. 6(1), 133–140.

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2020.102168

Effendy. (2015). No Title. 17–35.

Erdogan, B. Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15(4), 291–314. https://doi.org/10.1362/026725799784870379

Freeman, C., Orzada, B., Cobb, K., & Talukder, A. (2023). Being part of a winning team: a problem-based approach to teach sustainability adoption in collegiate athletic uniforms. International Journal of Fashion Design, Technology and Education, 16(1), 14–21. https://doi.org/10.1080/17543266.2022.2089240

Gushevinalti, Suminar, P., & Sunaryanto, H. (2020). Transformation of Characteristics Communication Media in Convergence Era. Jurnal Magister Ilmu Komunikasi, 6(1), 83–134. http://journal.ubm.ac.id/

Hidayat, S., Candra, V., Supriyanto, Arianto, B., & Putri, D. E. (2024). Studi Fenomenologi Media Sosial Dan Perilaku Konsumerisme Generasi Z. Strategic: Journal of Management Sciences, 4(3), 123–136. https://doi.org/10.37403/strategic.v4i3.278

Ilhami, M. W., Nurfajriani, W. V., Mahendra, A., Sirodj, R. A., & Afgani, M. W. (2024). Penerapan Metode Studi Kasus dalam Penelitian Kualitatif. Jurnal Ilmiah Wahana Pendidikan, 10(9), 462–469.

Kamins, M. A. (1990). An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep. Journal of Advertising, 19(1), 4–13. https://doi.org/10.1080/00913367.1990.10673175

Kim Vick, J., Bhaduri, G., & Huang, O. (2024). Chinese Gen Z’s luxury fashion goods shopping behaviour via drop marketing strategies. International Journal of Fashion Design, Technology and Education, 1–12. https://doi.org/10.1080/17543266.2024.2441960

Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson. https://books.google.co.id/books?id=UbfwtwEACAAJ

Mekar, S., & Bekasi, V. (2025). Kredibilitas komunikator : pengaruh terhadap kinerja pegawai desa setia mekar kabupaten bekasi. 2, 442–448.

Miles, M. B., Hubberman, A. M., & Saldana, J. (2016). Qualitative Data Analysis : A Methods Sourceboo. SAGE Journal, 30(25).

Mogaji, E., Badejo, F. A., Charles, S., & Millisits, J. (2022). To build my career or build my brand? Exploring the prospects, challenges and opportunities for sportswomen as human brand. European Sport Management Quarterly, 22(3), 379–397. https://doi.org/10.1080/16184742.2020.1791209

Ramadina, R. (2025). Analisis SWOT terhadap Strategi Bisnis PT Uniqlo Indonesia dalam Meningkatkan Daya Saing serta Bertahan dan Berkembang di Tengah Persaingan Industri Fashion Global. Journal of Young Entrepreneurs, 4(4), 114–131. https://ejournal.upnvj.ac.id/index.php/jye%0AAnalisis

Riiho, A., & Kokko, S. (2024). Critical pedagogy approach in developing an online course on sustainable fashion to support consumer choices. International Journal of Fashion Design, Technology and Education, 1–12. https://doi.org/10.1080/17543266.2024.2435432

Riswanti Debih Janita + Wibowo Dedi. (2025). Peran Instagram Dan Brand ambassador Dalam MeningkatkanMinat Beli Generasi Z Untuk Scarlett Whitening Di ShopeeJabodetabek. Jurnal Ilmiah M Progress, Vol. 15(2), 1–12. https://doi.org/10.35968/m-pu

Syafruddin Pohan, A. S. (2023). Analisis Semiotika John Fiske Dalam Iklan Marjan Di Moment Ramadhan 1444 Hijiriah. Algebra: Jurnal Pendidikan, Sosial Dan Sains, 3(3), 163–167. https://ejournal.yana.or.id/index.php/algebra

Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708. https://doi.org/https://doi.org/10.1016/j.bushor.2014.07.002

Wirajati, Y. D. B. (2024). Mapping the Discourse of Gender Subordination in the Art World in Indonesia. Indonesian Journal of Visual Culture, Design, and Cinema, 3(1), 186–196. https://doi.org/10.21512/ijvcdc.v3i1.11694