The research was conducted by Zikri Fachrul Nurhadi, Chotijah Fanaqi, Novie Susanti Suseno, and Intan Nurhasanah of Universitas Garut. Their research focuses on the Instagram account @tekun.id, which Tekun uses not only to promote iced coffee milk and Thai tea products but also to communicate with followers and develop its brand identity.
Instagram Becomes a Key Marketing Channel
The shift from traditional marketing to digital communication has changed how businesses reach consumers. Social media allows brands to distribute information, interact directly with customers, respond to feedback, and encourage audiences to participate in brand-related activities.
This transformation became particularly important after the COVID-19 pandemic, when changes in consumer behavior increased the importance of digital platforms. The study notes that Indonesian businesses experienced substantial economic disruption during the pandemic. Data cited from Statistics Indonesia (BPS) showed that 82.85 percent of businesses were affected by the pandemic in 2020.
For food and beverage businesses, adapting to changing consumer behavior has become especially important. Consumers increasingly used digital channels to discover products, obtain information, and access delivery services. In this environment, Instagram became more than a promotional platform: it became a communication space where brands could develop relationships with their audiences.
Tekun, established in 2019, responded to this environment by actively using Instagram through @tekun.id. According to observations cited in the study, the account had 113,000 followers, followed 179 accounts, and had published 1,083 posts as of May 6, 2023. Its content included advertisements, infographics, questions, videos, Instagram Stories, and other forms of interactive communication.
How the AISAS Model Works
The researchers examined Tekun's Instagram communication using the AISAS model developed by Dentsu. AISAS represents five stages of consumer behavior: Attention, Interest, Search, Action, and Share.
Instead of treating social media marketing as simply a process of posting advertisements, the model follows the way consumers encounter, explore, respond to, and eventually share information about a product.
The research used a descriptive qualitative approach. Data were collected through direct observation, documentation, literature review, and in-depth interviews. The researchers interviewed five Tekun employees and two Tekun consumers, supported by three additional sources consisting of two practitioners and one academic.
Five Strategies Behind Tekun's Instagram Communication
1. Attention: Creating Content That Attracts Audiences
At the Attention stage, Tekun uses regular content planning, different media formats, storytelling, interactive content, event sponsorships, and religious messages that reflect its brand identity.
The study found that Tekun does not rely solely on product photographs. Images, videos, audio, quizzes, and stories about the company's products and journey are combined to attract different types of social media users.
Tekun also uses Instagram to communicate religious messages, reinforcing an identity that goes beyond beverage promotion. Participation in food bazaars and event sponsorships provides additional material that can be communicated through Instagram.
2. Interest: Connecting Products With Brand Values
Once attention has been captured, Tekun seeks to maintain audience interest by producing content consistent with its brand image.
The company works with local influencers, highlights product benefits, and avoids controversial content involving sensitive identity issues or pornography. The researchers also found that Tekun avoids directly comparing its products with competing brands.
Changes in visual presentation and content themes are used to maintain audience curiosity and prevent communication from becoming repetitive.
3. Search: Making Information Easy to Find
At the Search stage, Tekun makes product information more accessible through the link in its Instagram biography, informative captions, hashtags, Instagram Highlights, and interactive content.
The account also follows emerging trends in content and products. Teasers and limited promotions are used to encourage followers to seek additional information.
Hashtags such as #selalutekun and #sahabattekun help organize brand-related conversations and make it easier for audiences to find relevant content.
4. Action: Turning Interest Into Purchases
Tekun encourages consumers to take action through clear instructions, event-specific campaigns, promotional offers, and limited-time deals.
The study identifies the use of FOMO (Fear of Missing Out) as one technique used to create urgency. Special discounts and exclusive offers are designed to encourage consumers to make purchasing decisions within a limited period.
5. Share: Turning Customers Into Brand Advocates
The final stage focuses on encouraging customers to share positive experiences.
Tekun emphasizes product and service quality, encourages word-of-mouth recommendations, provides incentives for positive testimonials, and responds directly to negative feedback. After-sales service and referral programs are also used to maintain relationships and encourage customers to recommend the brand to others.
What the Findings Mean for Businesses
The researchers conclude that Tekun's Instagram strategy demonstrates the importance of an integrated digital communication approach. Brand awareness is not built only through repeated advertising. It can also develop through consistent content, audience interaction, easy access to information, customer incentives, product quality, and responsive service.
For businesses, particularly food and beverage companies, the findings highlight the value of connecting marketing content with the complete consumer journey. A potential customer may first discover a brand through an Instagram post, search for additional information, make a purchase, and later share the experience with others.
The study also emphasizes that promotional incentives need to be balanced with product quality. Discounts, gifts, and rewards can encourage engagement, but maintaining customer trust requires satisfactory products and services.
According to Zikri Fachrul Nurhadi and colleagues at Universitas Garut, Tekun's experience shows that an integrated and responsive AISAS strategy can strengthen brand awareness while creating closer relationships with customers. The researchers particularly highlight interactive content, rapid customer responses, incentive programs, and the management of customer testimonials as important components of the strategy.
Authors
The article was written by Zikri Fachrul Nurhadi, Chotijah Fanaqi, Novie Susanti Suseno, and Intan Nurhasanah, all affiliated with Universitas Garut. The paper does not specify the individual academic degrees or detailed fields of expertise of the four authors. Their research focuses on digital marketing communication, Instagram, the AISAS model, brand awareness, and customer engagement.
Source
Article: “Digital Marketing Communication Strategy of Instagram@Tekun.id In Increasing Brand Awareness”
Journal: International Journal of Sustainable Applied Sciences (IJSAS)
Publication: Volume 4, No. 9, 2026, pp. 1229-1244
Authors: Zikri Fachrul Nurhadi, Chotijah Fanaqi, Novie Susanti Suseno, Intan Nurhasanah
DOI: https://doi.org/10.59890/ijsas.v4i9.69
URL: http://ijsasjournal.my.id/index.php/ijsas
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