{
      "date": "2026-01-28",
      "abstract": "Penelitian ini bertujuan untuk menganalisis dan mendeskripsikan strategi pengelolaan media sosial\r\nInstagram  yang diterapkan oleh DRW Skincare dalam meningkatkan brand trust pelanggan di tengah\r\npersaingan industri skincare yang semakin kompetitif dan maraknya isu produk kosmetik ilegal.\r\nPenelitian menggunakan paradigma post-positivistik dengan pendekatan kualitatif dan metode studi\r\nkasus, melalui teknik wawancara mendalam, observasi, dan dokumentasi terhadap pengelolaan akun\r\nInstagram  @drwskincare, yang kemudian dianalisis secara induktif menggunakan model analisis\r\ninteraktif serta diuji melalui triangulasi sumber, metode, dan teori. Kerangka analisis penelitian ini\r\nmenggunakan The Circular Model of SoMe yang meliputi tahap share, optimize, manage, dan engage,\r\nserta konsep brand trust yang mencakup pemenuhan janji merek, integritas, dan kepedulian terhadap\r\nkonsumen. Hasil penelitian menunjukkan bahwa DRW Skincare secara konsisten menerapkan strategi\r\nberbagi konten edukatif, testimoni, before–after, transparansi informasi produk, serta interaksi responsif\r\ndengan audiens, disertai optimalisasi visual dan monitoring komunikasi digital yang terstruktur. Strategi\r\ntersebut mampu membangun persepsi kredibilitas, meningkatkan rasa aman konsumen, serta\r\nmemperkuat kepercayaan terhadap kualitas dan legalitas produk, sehingga pengelolaan Instagram  yang\r\nkomunikatif, transparan, dan berbasis interaksi dua arah terbukti berperan penting dalam membangun\r\ndan mempertahankan brand trust pelanggan.",
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          "name": {
            "given": "Muhammad Raihan Nur",
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      "title": "STRATEGI PENGELOLAAN MEDIA SOSIAL INSTAGRAM \r\nUNTUK MENINGKATKAN BRAND TRUST PELANGGAN\r\n(STUDI KASUS DRW SKINCARE)",
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