Pemanfaatan Konten Reels Instagram Untuk Meningkatkan Reputasi PT. Piposmart Digital Indonesia

Abstract

Digital media has become a strategic tool for companies in building communication and maintaining organizational image. This study examines the use of Instagram Reels as a digital communication strategy in responding to service disruptions that caused the application rating of PT Piposmart Digital Indonesia to decline from 4.8 to 3.0 on the Google Play Store. This research employed a quantitative approach using the Social-Mediated Crisis Communication (SMCC) model combined with SWOT analysis to design and evaluate Reels content based on storytelling and testimonials. Data were collected through Instagram Insights and Likert-scale questionnaires distributed to 30 laundry business owners who had viewed the content. The analysis was conducted using five SMCC indicators, namely information source, communication message, communication channel, public response, and outcomes. The results showed an increase in engagement rates for testimonial content by 2.68% and storytelling content by 1.16%, audience perception scores ranging from 4.67 to 4.90, and an increase in the Piposmart application rating on the Google Play Store from 3.0 to 4.6 after the implementation of digital communication strategies through Instagram Reels. These findings indicate that Instagram Reels contribute to increased audience engagement, higher levels of trust, and early indications of the formation of positive audience perceptions toward the company’s digital reputation. Therefore, Reels content can be understood as a digital communication instrument that supports crisis communication processes and the gradual formation of digital reputation.