ABSTRACT
At present, social media is not only used as personal documentation but also as media branding for businesses in Indonesia. Recharge is an application-based power bank rental service provider company using Instagram in branding through the official account @recharge.id. Through this account, Recharge posts images, videos, and captions that are in accordance with product positioning. This study aims to analyze the form of social media branding that can increase consumer confidence related to a product. Through this study, researchers will analyze social media branding on the official Recharge Instagram account, @recharge.id. This research uses a qualitative method with a case study approach. Apart from that, this research uses social media branding theory which is supported by theories from advertising and visual communication design. In this study, the authors conclude that the use of social media as media branding with product positioning support will foster consumer knowledge and beliefs related to a product.
