Instagram as a Medium for Activating the Ruangguru Brand to Upsurge User’s Loyalty and Engagement

Abstrak

One example of digital technology use in the world of education is the Ruangguru application. The Ruangguru application, which can be downloaded for free via smartphone, was created by PT Ruang Raya Indonesia since 2014 to build user loyalty and engagement, always carrying out brand activation. Ruangguru is present on social media platforms and one of the platforms named Instagram is the main choice for Ruangguru. This research pays special attention to Instagram as a data source because Instagram is a media that has many modes. By observing brand activation via Instagram, which will take place in 2023, we will analyse what modes are used. It is hoped that from this observation, multimodality can be mapped on the Ruangguru brand activation Instagram that can increase user loyalty and engagement

Keywords: Brand Activation; Instagram; Multimodality; Ruangguru