Analisis Media Sosial Telobag Indo Untuk Peningkatan Kesadaran Merek Dan Engagement

Cokki Cokki; Angely Olivia Putri; Isabel Sekar Argum Wigati Binar; Amanda Marzha Tanaya

Authors

Cokki Cokki, Universitas Tarumanagara, Indonesia
Angely Olivia Putri, Universitas Tarumanagara, Indonesia
Isabel Sekar Argum Wigati Binar, Universitas Tarumanagara, Indonesia
Amanda Marzha Tanaya, Universitas Tarumanagara, Indonesia

Keywords:

Media sosial, Instagram, Telobag Indo, Kesadaran merek, Engagement

Abstract

Permasalahan sampah plastik di Indonesia mencapai 12,54 juta ton pada tahun 2022 dan menuntut solusi berkelanjutan. PT Mogallana Plastic menghadirkan Telobag Indo, plastik ramah lingkungan berbahan dasar akar singkong yang mudah terurai dan bebas mikroplastik. Namun, pengelolaan Instagram Telobag Indo belum dikelola optimal sehingga berdampak pada rendahnya kesadaran merek dan keterlibatan audiens. Kegiatan pengabdian masyarakat ini menganalisis efektivitas strategi komunikasi digital Telobag Indo melalui metode analisis konten dengan melibatkan tiga pengode. Hasil menunjukkan bahwa konten video, khususnya video pendek berdurasi 19–35 detik yang bersifat edukatif dan mengklarifikasi persepsi publik mengenai material singkong, merupakan format paling efektif dalam meningkatkan jangkauan dan keterlibatan. Konten yang menampilkan bukti sosial juga meningkatkan interaksi audiens. Temuan ini menjadi dasar rekomendasi strategi komunikasi digital yang lebih konsisten dan edukatif untuk memperkuat kesadaran merek, keterlibatan, dan citra Telobag Indo sebagai produk ramah lingkungan.

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