STRATEGI KOMUNIKASI AKUN MEDIA SOSIAL INSTAGRAM FANBASE JKT48 DALAM MEMBANGUN CITRA

Abstract

This research aims to explore the communication strategy implemented by the JKT48 Terbaik Sedunia (JTS) fan community through its Instagram account in shaping a positive image of the idol group JKT48. The research applies a qualitative descriptive method, using in-depth interviews, direct observation of the community’s social media activities, and documentation studies. The findings indicate that JTS consistently produces informative, appreciative, and promotional content with visual and narrative elements tailored to audience preferences. The community ensures that all content aligns with JKT48’s positive image by sharing only official information and avoiding controversial issues. Within the framework of image theory, JTS’s strategy reflects key indicators such as reputation, corporate identity, organizational capability, and social responsibility. Furthermore, JTS’s digital activities contribute to strengthening fan loyalty and expanding JKT48’s public presence, as evidenced by their frequent participation in major events and growing media recognition at the national level.