Published: 2026-10-01

Perancangan Model Human-Centered Storytelling sebagai Panduan Strategis untuk Memperkuat Positioning Brand Popolo Coffee di Instagram

DOI: 10.35870/jtik.v10i4.7196

Athifa Yasmina Humaira, Abung Supama Wijaya
  • Athifa Yasmina Humaira: IPB University
  • Abung Supama Wijaya: IPB University
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Abstract

This study aims to analyze the digital communication practices of Popolo Coffee on Instagram and to design a human-centered storytelling model as a strategic framework for strengthening brand positioning on social media.. A qualitative approach with a descriptive-analytical method was employed in this study. Data were collected through observation of Popolo Coffee's Instagram content, semi-structured interviews with the owner, marketing communication, and barista, as well as digital documentation consisting of content archives and post screenshots. The findings reveal that Popolo Coffee has implemented a human-centered storytelling approach through daily life content, barista activities, and customer interactions presented in a natural and organic manner; however, content management has been conducted intuitively without a formally documented strategic guideline. Analysis using the AIDA model indicates that Popolo Coffee's content is effective at the attention and interest stages, but remains suboptimal at the desire and action stages.

Keywords

Human-Centered Storytelling; Brand Positioning; Strategi Konten; Instagram; UMKM; Food and Beverage

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How to Cite

Humaira, A. Y., & Wijaya, A. S. (2026). Perancangan Model Human-Centered Storytelling sebagai Panduan Strategis untuk Memperkuat Positioning Brand Popolo Coffee di Instagram. Jurnal JTIK (Jurnal Teknologi Informasi Dan Komunikasi), 10(4), 1627-1642. https://doi.org/10.35870/jtik.v10i4.7196
Article Information

This article has been peer-reviewed and published in the Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 4 (2026)

  • Section: Computer & Communication Science

  • Published: 2026-10-01

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Author Biographies
Athifa Yasmina Humaira, IPB University
Google Scholar ResearchGate ORCID

Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, IPB University, Kabupaten Bogor, Provinsi Jawa Barat, Indonesia.

Abung Supama Wijaya, IPB University
Google Scholar ResearchGate ORCID

Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, IPB University, Kabupaten Bogor, Provinsi Jawa Barat, Indonesia.

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