Peran Social Media Storytelling dalam Membentuk Brand Attachment pada UMKM Coffee Shop

Adnarita  Miriam

doi:10.31004/riggs.v5i2.9146

Authors

Adnarita Miriam London school of public relations

DOI:

https://doi.org/10.31004/riggs.v5i2.9146

Keywords:

Social Media Storytelling, Brand Attachment, UMKM Coffee Shop, Media Sosial, Komunikasi Merek

Abstract

Penelitian ini bertujuan untuk menganalisis peran social media storytelling dalam membentuk brand attachment pada UMKM coffee shop. Perkembangan bisnis coffee shop yang semakin kompetitif membuat pelaku UMKM perlu membangun strategi komunikasi digital yang tidak hanya berfokus pada promosi produk, tetapi juga mampu menciptakan hubungan emosional dengan konsumen. Dalam konteks tersebut, media sosial menjadi ruang penting bagi UMKM coffee shop untuk menampilkan identitas merek, pengalaman pelanggan, nilai lokal, serta cerita di balik proses usaha. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara mendalam, observasi media sosial, dan dokumentasi konten pada UMKM coffee shop yang aktif menggunakan media sosial. Hasil penelitian menunjukkan bahwa social media storytelling ditampilkan melalui berbagai bentuk konten, seperti cerita di balik produk, proses pembuatan kopi, aktivitas barista, suasana kedai, nilai lokal, testimoni pelanggan, serta perjalanan usaha. Konten yang bersifat naratif tersebut mampu memperlihatkan karakter merek secara lebih autentik, personal, dan mudah diingat oleh konsumen. Storytelling juga membantu konsumen memahami nilai merek, membangun kepercayaan, menciptakan kedekatan emosional, serta mendorong keinginan untuk terus mengikuti, mengunjungi, dan merekomendasikan coffee shop. Temuan penelitian ini menunjukkan bahwa media sosial tidak hanya berperan sebagai alat pemasaran, tetapi juga sebagai ruang komunikasi merek yang dapat memperkuat keterikatan konsumen terhadap merek. Dengan demikian, UMKM coffee shop perlu merancang konten media sosial yang konsisten, relevan, autentik, dan emosional agar mampu membangun brand attachment secara berkelanjutan di tengah persaingan industri coffee shop.

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