ANALISIS PENERAPAN KOMUNIKASI PEMASARAN SHAKAGARAGE MELALUI MEDIA SOSIAL INSTAGRAM DALAM MEMBANGUN BRAND AWARNESS

Setiadi, Kelvin (2025) ANALISIS PENERAPAN KOMUNIKASI PEMASARAN SHAKAGARAGE MELALUI MEDIA SOSIAL INSTAGRAM DALAM MEMBANGUN BRAND AWARNESS. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini membahas strategi komunikasi pemasaran yang diterapkan oleh bengkel motor custom @ShakaGarage melalui media sosial Instagram dalam meningkatkan brand awareness. Dengan memanfaatkan pendekatan kualitatif deskriptif melalui metode fenomenologi, penelitian ini mengkaji interaksi antara pihak internal Shaka Garage dan konsumennya dalam konteks promosi digital. Data dikumpulkan melalui wawancara mendalam dengan pemilik bengkel, admin media sosial, dan customer. Hasil penelitian menunjukkan bahwa Shaka Garage menerapkan empat strategi utama dalam promotion mix, advertising, personal selling dan direct marketing. Penggunaan Instagram sebagai media utama memungkinkan Shaka Garage untuk membangun koneksi emosional dengan pelanggan melalui konten visual, interaksi langsung, dan konsistensi branding. Strategi ini berhasil meningkatkan brand awareness dari tahap tidak menyadari merek hingga menjadi pilihan utama di benak konsumen. Penelitian ini menunjukkan bahwa media sosial tidak hanya berfungsi sebagai alat promosi, tetapi juga sebagai ruang untuk membangun komunitas, khususnya dalam industri kreatif otomotif seperti motor custom. Kata kunci: komunikasi pemasaran, Instagram, brand awareness, motor custom/ This study explores the marketing communication strategies implemented by the custom motorcycle workshop @ShakaGarage through Instagram in building brand awareness. Utilizing a descriptive qualitative approach with a phenomenological method, this research examines the interactions between Shaka Garage's internal team and their customers in the context of digital promotion. Data were collected through in-depth interviews with the owner, social media administrator, and customers. The findings reveal that Shaka Garage applies four main elements of the promotion mix: advertising, personal selling, sales promotion, and direct marketing. Instagram is used as the primary platform to establish emotional connections with customers through visual content, direct interaction, and consistent branding. These strategies effectively enhance brand awareness from the stage of brand unawareness to top-of-mind recall among consumers. This study highlights how social media serves not only as a promotional tool but also as a community-building platform that fosters customer, especially within the creative automotive industry like custom motorcycles. Keywords: marketing communication, Instagram, brand awareness, custom motorcycle

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