Effectiveness Of Social Media Marketing Strategy and Visual Brand Identity on Instagram in Improving Brand Awareness Of Miricare Oil Business
Main Article Content
Abstract
This study aims to analyze the effectiveness of implementing social media marketing strategies and visual brand identity in increasing brand awareness of the Miricare Oil business. This strategy is applied to Instagram, which is a digital media that has developed into one of the social media platforms that can build relationships with customers and promote brands. The research method used is the mix methods method with a quantitative and qualitative approach, where data is obtained through distributing questionnaires to followers of the Instagram account @miricare.oil and observing the uploaded content. The implementation of social media marketing strategies and visual brand identity was carried out from February 11 to April 5, 2025 on the Instagram account @miricare.oil_official. The results of the study show that relevant, interactive, and consistent social media marketing strategies with the right target audience can increase user engagement. This study found that both elements simultaneously contributed significantly to increasing brand awareness of Miricare Oil. The combination of the two strategies using Instagram strategically with a cohesive visual approach can be an effective tool for building brand awareness in the digital technology era.
Article Details

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Aaker, D. A., & McLoughlin, D. (2020). Strategic market management. John Wiley & Sons, Inc.
Ageng, J. E., & Hadita. (2024). Strategi pemasaran melalui media sosial dalam meningkatkan brand awareness produk Scarlett. Madani: Jurnal Ilmiah Multidisiplin, 1(12), 877–880. https://doi.org/10.5281/zenodo.10467186
Aryani, M., Krisnahadi, T., Septika, B. H., & Ilhamalimy, R. R. (2022). Pelatihan pengemasan dan labeling produk untuk meningkatkan kemampuan manajemen pemasaran bagi UKM Kale Cookies. Jurnal Pengabdian UNDIKMA, 3(3).
Awaludin, M. I., & Wardhana, S. S. M. (2024). Pengaruh elemen visual pada konten feeds Instagram @P3SMANDIRI dalam meningkatkan brand awareness. Jurnal Ilmu Komputer dan Desain Komunikasi Visual, 9(2).
Batubara, C., Safitri, D., Sari, D. P., Luthfiah, H. T., & Putra, B. U. (2023). Strategi pengembangan identitas visual UMKM melalui pembuatan logo: Studi kasus pada program Kuliah Kerja Nyata (KKN) di Desa Aras. Journal of Human and Education (JAHE), 3(2).
Creswell, J. W. (2020). A concise introduction to mixed methods research. SAGE Publication, Inc.
Fikri, M. El, Nasir, M., Poluan, N. A., Ahmad, R., & Nurmasari, D. (2024). Village marketing digitalization model: Based on behavior and community readiness.
Firdaus, A., & Jumhur, H. M. (2021). Pengaruh social media marketing melalui Instagram terhadap keputusan pembelian pada aplikasi Tokopedia (studi kasus di Kota Depok). E-Proceeding of Management, 8(6), 8094.
Firmansyah, A. (2019). Buku pemasaran produk dan merek.
Firmansyah, Y., & Rahiela, R. (2024). Pengembangan konten media sosial di Balai Besar Pengembangan Penjaminan Mutu Pendidikan Vokasi Bidang Mesin dan Teknik Industri. Jurnal Sekretaris & Administrasi Bisnis (JSAB), 8(1), 13. https://doi.org/10.31104/jsab.v8i1.361
Iqbal, M. (2025). Strategi pemasaran digital untuk meningkatkan loyalitas pelanggan di era media sosial. Inisiatif: Jurnal Ekonomi, Akuntansi dan Manajemen, 4(2).
Kazemi, A., Rezaei, H., Abadi, D., & Kabiry, N. (2013). Analyzing the effect of customer equity on repurchase intentions. International Journal of Academic Research in Business and Social Sciences, 3(6).
Kusuma, A. H. P., Sudirman, A., Aisyah, A. P. S., Sahir, S. H., Salmiah, A. R. S., Halim, F., Napitupulu, A. W. D., & Simarmata, J. (2020). Brand management: Esensi, posisi dan strategi. Yayasan Kita Menulis.
Mileva, D. N. (2019). Pengaruh social media marketing dan persepsi kualitas terhadap niat beli Surabaya Snowcake (studi pada masyarakat Surabaya Timur). Jurnal Ilmu Manajemen, 7(2), 446–452.
Nugroho, A., Florina, I. D., & Edy, S. (2024). Menggali strategi visual dan naratif @tokomerekah dalam membangun brand identitas di Instagram. Journal of Education Research, 3158–3169.
Putri, R. D. L., & Widyasari. (2023). Pengembangan konsep desain identitas visual melalui penggunaan supergrafis pada media sosial Diskominfo. SENIMAN: Jurnal Publikasi Desain Komunikasi Visual, 1(2), 322–340. https://doi.org/10.59581/seniman-widyakarya.v1i2.1853
Ramadhan, D. (2020). Strategi media sosial dan creative branding BanyuMu dalam membangun brand awareness. Jurnal Visi Komunikasi, 19(1). http://dx.doi.org/10.22441/visikom.v19i1.9845
Ramadhanty, P., & Malau, R. M. U. (2020). Pengaruh social media marketing content Instagram @kedaikopikulo terhadap sikap konsumen. Jurnal Ilmu Komunikasi, 3(2), 1–15. https://doi.org/10.23969/linimasa.v3i2.2526
Saputra, D. H., Sutiksno, D. U., Kusuma, A. H. P., Wahyuni, R. D., Purnomo, A., & Simarmata, J. (2020). Digital marketing: Komunikasi bisnis menjadi lebih mudah. Yayasan Kita Menulis.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. SAGE Publications, Inc.
Uham, M., Fauzan, A., Apsari, D., Ds, S., & Ds, M. (2020). Perancangan identitas merek apparel Urban Legend Indonesia. Agustus, 7(2), 1554.
Ulita, N. (2023). Tinjauan visual brand identity beberapa brand produk makaroni pedas sebagai acuan perancangan logo. Visualita: Jurnal Online Desain Komunikasi Visual, 11(2), 20. https://doi.org/10.34010/visualita.v11i02.8748
Untari, D., & Fajariana, D. E. (2018). Strategi pemasaran melalui media sosial Instagram (studi deskriptif pada akun @subur_batik). Widya Cipta, 2(2), 271–278. http://ejournal.bsi.ac.id/ejurnal/index.php/widyacipta
Vydeshwari, N. (2024). A study on impact of digital marketing in brand awareness. International Journal of Scientific Research in Engineering and Management, 08(05).
Wijaya. (2023). Feed Instagram sebagai upaya penguatan branding dalam industri kreatif. SENADA (Seminar Nasional Manajemen, Desain dan Aplikasi Bisnis Teknologi), 6, 327–336.
Yulia, L., & S., S. (2020). Studi manajemen marketing berbasis online (penelitian pada UMKM produksi mebel di Babakan Muncang Tamansari Kota Tasikmalaya). Jurnal Maneksi, 9(1), 346–354.