PEMBUATAN COPY CONTENT INSTAGRAM FORUM INDONESIA ASRI UNTUK MEMBANGUN BRAND COMMUNITY

Digitalization 4.0 has grown rapidly to spread to the advertising sector, along with its growing use other than in promotional media it can be a form of responsibility, as has been done by PT. Chandra Asri Petrochemical Tbk, as the largest corporate manufacturing company in Indonesia, uses advertising as a form of Corporate Social Responsibility (CSR) through the Forum Indonesia Asri social media platform. The use of the Forum Indonesia Asri in attracting audiences as goals in forming a brand community requires advertising in the form of content, especially copy content that must be invited. Use of new wave marketing theory and digital communication, and communication via social media. Meanwhile, the method used is STP, SWOT, AIDA. The results of the research that the author has examined show the development of followers and brand communities through the Forum Indonesia Asri, especially through copy content that is effectively used.

Digitalisasi 4.0 telah berkembang pesat hingga merambat ke sektor periklanan, seiring dengan berkembang penggunaannya selain dalam media promosi dapat menjadi bentuk tanggung jawab, seperti dilakukan PT. Chandra Asri Petrochemical Tbk, sebagai corporate produsen manufaktur terbesar di Indonesia menggunakan iklan sebagai bentuk Corporate Social Responsibility (CSR) lewat platform sosial media Instagram Forum Indonesia Asri. Penggunaan Forum Indonesia Asri dalam menggaet audience sebagai goals dalam membentuk brand community membutuhkan iklan dalam bentuk konten, terutama copy content yang harus mengajak. Penggunaan teori new wave marketing dan komunikasi digital, dan komunikasi lewat sosial media. Adapun, metode yang digunakan ialah STP, SWOT, AIDA. Hasil dari penelitian yang penulis teliti menunjukkan perkembangan followers dan brand community lewat Forum Indonesia Asri, terutama lewat copy content yang efektif digunakan.