Sensemaking in Digital Marketing Communications for Wedding Dowry Products

Abstract

The transformation of digital technology has had a significant impact on various aspects of life, one of which is marketing, which is now increasingly utilizing social media platforms, such as Instagram, as the primary strategy to reach audiences and convey information about products and services. In this context, the sensemaking process plays a vital role in understanding how information received by consumers can be interpreted and shaped into relevant meanings. This process helps consumers to assess and make decisions based on their perceptions of the messages conveyed. This study aims to analyze how the sensemaking process is applied in digital marketing communications, primarily through the Instagram platform used by the Sinopinopi Project. The study uses a qualitative method. The study results indicate that applying sensemaking in digital marketing communications can build stronger relationships between brands and consumers, encourage increased social interaction, and strengthen consumer loyalty to the brand.