ABSTRACT

(Analisis Voice Talent Sebagai Strategi Marketing Communication Pada Akun
@Sleepcallpay) (Dinda Akbar Karunia)
(22241048)

This study aims to analyze the role of voice talent as a marketing communication medium on the Instagram account @sleepcallpay by examining the aspects of message delivery, relationship building, and persuasive impact. This research employs a qualitative approach using a case study method, with data collected through in-depth interviews with the admin, voice talents, and clients, as well as observations of @sleepcallpay’s Instagram content. The findings indicate that voice-based communication enables empathetic message delivery, maintains client privacy, and creates a sense of comfort. Through voice compatibility and repeated communication interactions, personal and emotional relationships between the brand and clients are formed. Furthermore, the characteristics of voice talent significantly influence clients’ decisions to use the service, including repeat usage decisions. This study concludes that voice talent functions effectively as a marketing communication medium in digital services, serving not only as a channel for information delivery but also as a medium for building closeness and meaningful communication experiences between the brand and its clients.

Keywords: marketing communication, voice talent, digital media, Instagram, @sleepcallpay