Peran Digital Public Relation dalam Mempertahankan Reputasi Brand di Instagram @tokokopituku

Nazila Putri Kyla; Azifah Faza Aghnia; Tria Patrianti

doi:10.62383/konsensus.v2i6.1457

Authors

Nazila Putri Kyla Universitas Muhammadiyah Jakarta
Azifah Faza Aghnia Universitas Muhammadiyah Jakarta
Tria Patrianti Universitas Muhammadiyah Jakarta

DOI:

https://doi.org/10.62383/konsensus.v2i6.1457

Keywords:

Brand Reputation, Digital Public Relations, Instagram, Kopi Tuku, Public Trust

Abstract

This study aims to analyze the role of Digital Public Relations (DPR) in maintaining public trust in Kopi Tuku's reputation through its Instagram account @tokokopituku. Using qualitative methods with documentation studies, this study analyzed feed posts, captions, comment interactions, and related digital documents. The results show that Kopi Tuku implements a consistent digital communication strategy through simple visuals, humanistic storytelling, and a friendly style of language. This creates a deep perception of authenticity and transparency in the eyes of consumers. Although comment interactions are not too intense, the principle of symmetrical communication is still applied with quick and friendly responses. The consistency of brand values and identity further strengthens public trust, maintaining Kopi Tuku's reputation amidst the intense competition in the coffee industry. This research contributes to the development of digital PR studies and serves as a reference for local coffee industry players in formulating social media-based communication strategies to build closer relationships with consumers.

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