A Qualitative Content Analysis of Copywriting Elements in @batiksalmacirebon Instagram Posts (March–October 2025)
DOI:
https://doi.org/10.61978/communica.v4i3.1495Keywords:
element copywriting, instagram, batik Cirebon, social media marketingAbstract
The rapid growth of digital media has encouraged businesses to increasingly utilize Instagram as a marketing communication platform. This study aims to identify the copywriting elements and categories of advertising copy used in Instagram posts on the @batiksalmacirebon account. Employing a qualitative descriptive approach and content analysis method, the study analyzed a dataset of 187 Instagram posts published between March 1 and October 25, 2025. Data were collected through non-participant observation and documentation of posts containing copywriting elements. The findings reveal that the account consistently applies key copywriting components, particularly headlines, subheadlines, and body copy, while taglines and slogans were not identified in the analyzed posts. Furthermore, the analysis classified the advertising messages into ten copywriting categories, with factual, “you and me,” and teaser copy emerging as the most frequently used forms. The study contributes to social media marketing literature by providing a systematic mapping of copywriting structures and categories employed in Instagram-based batik promotion, offering a clearer understanding of how local creative industry brands communicate through digital platforms. The findings also provide insights into the strategic use of copywriting to support branding and promotional communication for cultural products. However, this study is limited to mapping copywriting structures and categories and does not evaluate audience responses, engagement levels, or the persuasive effectiveness of the advertising messages.
References
Adha, S. (2022). Faktor revolusi perilaku konsumen era digital: Sebuah tinjauan literatur. JIPIS: Jurnal Ilmu Pendidikan Dan Ilmu Sosial, 31(2), 134–148. https://doi.org/10.33592/jipis.v31i2.3286 DOI: https://doi.org/10.33592/jipis.v31i2.3286
Anindya, W. D. (2021). Strategi menulis promosi (copywriting) di Instagram untuk meningkatkan penjualan online shop. Jurnal Aplikasi Sains Dan Teknologi, 5(2), 148–155. https://doi.org/10.33366/jast.v5i2.2720 DOI: https://doi.org/10.33366/jast.v5i2.2720
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1 DOI: https://doi.org/10.1007/s11747-019-00695-1
Apriliana, R., & Na’am, M. F. (2022). Kreativitas visual batik Cirebon sebagai ekspresi budaya daerah. Jurnal Seni Dan Desain, 6(1), 45–58.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27. DOI: https://doi.org/10.1002/mar.20761
Asosiasi Penyelenggara Jasa Internet Indonesia. (2025). Survei penetrasi dan perilaku pengguna internet Indonesia. https://survei.apjii.or.id
Belch, G. E., & Belch, M. A. (2021). Advertising and Promotion: An Integrated Marketing Communications Perspective (12th ed.). McGraw-Hill Education.
Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). SAGE Publications.
DataReportal. (2024). Digital 2024: Indonesia - Global Digital Insights. https://datareportal.com/reports/digital-2024-indonesia
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035 DOI: https://doi.org/10.1080/02650487.2017.1348035
Denzin, N. K., & Lincoln, Y. S. (2018). The SAGE Handbook of Qualitative Research (5th ed.). Sage Publications.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., & Wang, Y. (2023). Social media marketing: Comparative effect of advertisement sources. International Journal of Information Management, 67, 102512. https://doi.org/10.1016/j.ijinfomgt.2022.102512 DOI: https://doi.org/10.1016/j.ijinfomgt.2022.102512
Firmansyah, M. D., & Farikhah, F. (2024). Deskripsi kelas kropyokan ikan koki (Carassius auratus) oranda yang diproduksi oleh pembudidaya ikan dari daerah Tulungagung. Jurnal Perikanan Dan Kelautan, 14(1), 28. https://doi.org/10.33512/jpk.v14i1.25343 DOI: https://doi.org/10.33512/jpk.v14i1.25343
Hennig-Thurau, T., Alavi, S., Langer, M., & Hofacker, C. F. (2024). Social media marketing in the digital era. Journal of the Academy of Marketing Science, 52(1), 1–25. https://doi.org/10.1007/s11747-023-00929-1
Jesslyn, & Agustiningsih, G. (2021). Application of copywriting elements in social media advertising drinking product now in creating consumer interest. Jurnal Komunikasi, 9(1), 56–67. https://doi.org/10.46806/jkb.v9i1.678 DOI: https://doi.org/10.46806/jkb.v9i1.678
Jin, S.-A. A., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579. https://doi.org/10.1108/MIP-09-2018-0375 DOI: https://doi.org/10.1108/MIP-09-2018-0375
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003 DOI: https://doi.org/10.1016/j.bushor.2009.09.003
Kotler. (2022). Marketing Management.
Kotler, P. , (2021)., & Keller, K. (2021). Marketing Management, EBook: Vol. 16th ed (Global Edition). Pearson Education, Limited. Ebook, 16th.
Krippendorff, K. (2018). Content Analysis: An Introduction to Its Methodology (4th ed.). Sage Publications. https://doi.org/10.4135/9781071878781 DOI: https://doi.org/10.4135/9781071878781
Kurniawan, R., Prasetyo, B., & Lestari, A. (2023). Digital marketing strategy and consumer engagement on social media. Journal of Marketing Innovation, 5(2), 88–101.
Lontoh, J. K., Tumbel, A. L., & Kawet, R. (2020). Pemanfaatan media sosial sebagai strategi promosi bagi pengembangan pemasaran wisata Danau Linow di Kota Tomohon. Jurnal EMBA, 9(4), 11–20.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501 DOI: https://doi.org/10.1080/15252019.2018.1533501
Mitchell, N., Moriarty, S., & Wells, W. (2019). Advertising & IMC: Principles and Practice (10th ed.). Pearson Education.
Musman, A. (2023). The Art of Copywriting. Anak Hebat Indonesia.
Ortiz, C. D. (2021). Social Media Success for Every Brand: Lima Pilar StoryBrand yang Mengubah Postingan Anda Menjadi Profit. Bhuana Ilmu Populer.
Panda, T. K., Upadhyay, Y., & Khandelwal, U. (2019). Emotional appeal in advertising and consumer purchase intention. Journal of Consumer Marketing, 36(3), 423–435. https://doi.org/10.1108/JCM-12-2017-2471
Phua, J., Jin, S. V, & Kim, J. (2020). The roles of celebrity endorsers’ social media in influencing consumer behavior. Journal of Business Research, 102, 234–243. https://doi.org/10.1016/j.jbusres.2019.01.032 DOI: https://doi.org/10.1016/j.jbusres.2019.01.032
Rizali, N., & Irfansyah. (2021). Motif dan makna simbolik batik Cirebon. Jurnal Budaya Nusantara, 3(2), 67–78.
Shimp, T. A. (2014). Komunikasi Pemasaran Terpadu dalam Periklanan dan Promosi. Salemba Empat.
Soegoto, E. S., Mulyanto, Y., Yuliawati, S., & Putri, A. (2022). Digitalization through creative writing on social media. International Journal of Research and Applied Technology, 2(1), 142–150. https://doi.org/10.34010/injuratech.v2i1.6783 DOI: https://doi.org/10.34010/injuratech.v2i1.6783
Sugiyarto, E. A. (2025). The role of visual communication design aesthetics in increasing consumer purchasing power on social media. Buana Komunikasi, 6(3), 355–366. https://doi.org/10.32897/buanakomunikasi.2025.6.03.5198 DOI: https://doi.org/10.32897/buanakomunikasi.2025.6.03.5198
Sugiyarto, E. A., & Anggraeni, P. D. (2025). Perancangan komunikasi visual sebagai media promosi Kotagede Silver Yogyakarta. IKRA-ITH Humaniora, 9(3), 668–678.
Sugiyono, & Lestari, P. (2021). Metode Penelitian Komunikasi: Kuantitatif, Kualitatif, dan Cara Mudah Menulis Artikel pada Jurnal Internasional. Alfabeta.
Syaipudin, L., & Awwalin, I. N. (2022). Strategi promosi melalui pemanfaatan media sosial Instagram dalam meningkatkan penjualan pada home industri Baso Aci Mahira Lamongan. Sanskara Manajemen Dan Bisnis, 1(1), 31–42.
Tafesse, W., & Wien, A. (2018). Implementing social media marketing strategically. Journal of Marketing Management, 34(9–10), 732–749. https://doi.org/10.1080/0267257X.2018.1482365 DOI: https://doi.org/10.1080/0267257X.2018.1482365
Tiago, M. T. P. M. B., & Verissimo, J. M. C. (2022). Digital marketing and social media: Why bother? Business Horizons, 65(4), 485–496. https://doi.org/10.1016/j.bushor.2021.11.002 DOI: https://doi.org/10.1016/j.bushor.2021.11.002
Voorveld, H. A. M. (2019). Brand communication in social media. Journal of Advertising, 48(1), 14–26. https://doi.org/10.1080/00913367.2019.1588808 DOI: https://doi.org/10.1080/00913367.2019.1588808
Zia, A., Younus, S., & Mirza, F. (2018). Emotional appeals in advertising and their impact on consumer buying behavior. Journal of Marketing Research, 10(2), 85–97.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Communica : Journal of Communication
This work is licensed under a Creative Commons Attribution 4.0 International License.
