Optimizing Digital Visual Communication through Instagram for Increasing User Engagement and Developing Brand Image at Plaza Ambarrukmo Mall

Abstract

Digital visual communication plays a crucial role in building customer engagement and strengthening a company’s brand image on social media. In the retail and lifestyle industries, delivering high-quality and consistent content through Instagram is one of the communication strategies used to shape customer perceptions of the brand. This study aims to analyze the application of digital visual communication on Plaza Ambarrukmo’s Instagram, which is managed by PT Putera Mataram Mitra Sejahtera, in enhancing customer engagement and developing brand image. This study used a descriptive qualitative approach. Data were collected through observation of Plaza Ambarrukmo’s Instagram content, interviews with both visitors and non-visitors of Plaza Ambarrukmo, and documentation during the internship period. The data were then analyzed to understand the relationship between social media content, customer perception, customer engagement, and brand image. The research results generated recommendations regarding content management strategies, maintaining visual consistency, and expanding marketing strategies through the TikTok platform