Adaptasi Komunikasi Pemasaran Digital dalam Menghadapi Pasar yang Dinamis (Studi Kasus pada PT Behaestex melalui Media Sosial Instagram)

Authors

  • Muhammad Irsyad Sabiq Universitas Islam Bandung
  • Ani Yuningsih Universitas Islam Bandung
  • Aning Sofyan Universitas Islam Bandung

DOI:

https://doi.org/10.58344/jii.v5i8.7975

Keywords:

Komunikasi Pemasaran, Adaptasi Pemasaran Digital, Pasar Dinamis, PT. Behaestex, Integrated Marketing Communication

Abstract

Penelitian ini bertujuan untuk menganalisis bentuk adaptasi komunikasi pemasaran digital PT. Behaestex melalui Instagram, adaptasi pesan dan positioning merek Atlas dan BHS, pengelolaan konten produk, budaya, religiusitas, dan gaya hidup, interaksi serta customer engagement dengan audiens, serta tantangan yang dihadapi perusahaan dalam menghadapi pasar yang dinamis. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus dan paradigma konstruktivisme. Data penelitian diperoleh melalui wawancara mendalam dengan pihak internal perusahaan, wawancara triangulasi dengan distributor dan informan komunikasi digital, observasi konten Instagram, dokumentasi, serta kuesioner pendukung kepada konsumen. Data dianalisis secara deskriptif dengan menafsirkan temuan berdasarkan fokus penelitian dan membandingkan data dari berbagai sumber melalui triangulasi. Hasil penelitian menunjukkan bahwa PT. Behaestex melakukan adaptasi komunikasi pemasaran digital melalui Instagram dengan menyesuaikan media, pesan, konten, interaksi, dan respons terhadap dinamika pasar industri sarung. Instagram digunakan sebagai media visual dan interaktif untuk memperkenalkan produk, membangun citra merek, menyampaikan nilai budaya dan religiusitas, serta menjalin hubungan dengan audiens. Atlas dikomunikasikan sebagai merek yang lebih dinamis, dekat dengan anak muda, fungsional, dan sesuai untuk penggunaan sehari-hari, sedangkan BHS dikomunikasikan sebagai merek premium, elegan, eksklusif, dan berprestise. Konten yang memuat unsur budaya, religiusitas, dan gaya hidup terbukti dapat meningkatkan ketertarikan konsumen terhadap merek. Namun, PT. Behaestex masih menghadapi tantangan dalam meningkatkan interaksi audiens, mengembangkan storytelling yang lebih kuat, menyesuaikan konten dengan Generasi Z, menjaga citra premium BHS, serta menghadapi sensitivitas harga dan daya beli masyarakat. Dengan demikian, adaptasi komunikasi pemasaran digital PT. Behaestex melalui Instagram sudah berjalan cukup baik, tetapi masih perlu diperkuat dari sisi kreativitas konten, interaksi, dan konsistensi identitas merek.

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Published

2026-08-12

Issue

Vol. 5 No. 8 (2026): Jurnal Impresi Indonesia

Section

Articles

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Copyright (c) 2026 Muhammad Irsyad Sabiq, Ani Yuningsih , Aning Sofyan

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