Strategi Komunikasi Digital dalam Membangun Kepercayaan Konsumen pada Kumon Asahan Bengkulu
Abstract
The evolution of social media has established Instagram as a strategic platform for educational institutions to disseminate information while simultaneously building consumer trust. This study aims to analyze the digital communication strategy of Kumon Asahan Bengkulu in fostering consumer trust through Instagram content. A qualitative approach utilizing qualitative content analysis was employed. The dataset comprises 47 Instagram posts published by Kumon Asahan Bengkulu between July 1 and August 31, 2026. Data were collected through digital observation and documentation, then analyzed based on categories such as information credibility, transparency, evidence of activities/services, social credibility, and interaction/engagement, using Social Information Processing Theory as the analytical framework. The findings indicate that Kumon Asahan Bengkulu’s digital communication presents educational information, documentation of the learning process, student progress, instructor activities, testimonials, and institutional events. Evidence of activities and services emerged as the dominant form of communication, reflecting an effort to establish credibility.
Keywords
digital communication, consumer trust, Instagram, social information processing theory, Kumon Asahan Bengkulu
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