Aktivitas pembentukan Brand Image Rabbit and Wheels melalui media sosial Instagram : Studi kasus pada Instagram @rabbitandwheels

Oktaviani, Risha Alifia (2024) Aktivitas pembentukan Brand Image Rabbit and Wheels melalui media sosial Instagram : Studi kasus pada Instagram @rabbitandwheels. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA; Brand image merupakan elemen penting bagi perusahaan karena berfungsi sebagai pembeda produk di pasar dan menjadi faktor yang mudah diingat oleh konsumen. Brand dengan citra positif lebih mudah dipilih oleh konsumen, terutama di era digital saat ini, di mana persaingan dalam industri fashion semakin intens. Instagram menjadi salah satu platform utama yang digunakan untuk membangun dan memperkuat brand image. Rabbit and Wheels, sebuah brand fashion lokal yang bergerak di bidang apparel motor, memanfaatkan Instagram sebagai saluran utama untuk membentuk citra mereknya. Penelitian ini bertujuan untuk mengkaji proses pembentukan brand image Rabbit and Wheels melalui aktivitas-aktivitas yang dilakukan di Instagram, dengan fokus pada konten, promosi, dan event. Menggunakan teori P.E.N.C.I.L.S dari Thomas L. Harris, penelitian ini menganalisis elemen-elemen seperti publikasi, event, pemberitaan, keterlibatan komunitas, informasi atau citra, lobi dan negosiasi, serta tanggung jawab sosial, guna memahami bagaimana aktivitas-aktivitas di media sosial berkontribusi dalam membentuk citra merek yang positif. Penelitian ini menggunakan metode studi kasus untuk menguraikan secara mendalam proses strategi pemasaran Rabbit and Wheels. Dengan paradigma konstruktivistik, data dikumpulkan melalui observasi partisipan pasif dan wawancara mendalam. Hasil penelitian menunjukkan bahwa Instagram sebagai media baru dapat dimanfaatkan secara efektif sebagai alat marketing public relations melalui berbagai aktivitas yang menggunakan fitur-fitur interaktif di platform tersebut. Rabbit and Wheels berhasil menjangkau segmen utamanya, yaitu pecinta otomotif, dan menciptakan diferensiasi produk yang tidak dimiliki oleh kompetitor. Kesimpulan dari penelitian ini menunjukkan bahwa strategi marketing public relations yang diterapkan Rabbit and Wheels melalui Instagram telah berhasil meningkatkan kesadaran merek dan menarik minat konsumen. Aktivitas tersebut dilakukan melalui tiga langkah yaitu, memanfaatkan fitur Instagram untuk menyajikan konten yang sesuai dengan produk, Melakukan promosi melalui giveaway dan Influencer, mengadakan event dan sponsorship. ENGLISH: Brand image is an important element for companies because it serves as a product differentiator in the market and becomes a factor that is easily remembered by consumers. Brands with a positive image are more easily chosen by consumers, especially in today's digital era, where competition in the fashion industry is increasingly intense. Instagram is one of the main platforms used to build and strengthen brand image. Rabbit and Wheels, a local fashion brand engaged in motorcycle apparel, utilizes Instagram as the main channel to shape its brand image. This research aims to examine the process of building Rabbit and Wheels' brand image through activities carried out on Instagram, with a focus on content, promotions, and events. Using Thomas L. Harris' P.E.N.C.I.L.S theory, this research analyzes elements such as publications, events, news, community involvement, information or image, lobbying and negotiation, and social responsibility, to understand how activities on social media contribute to shaping a positive brand image. This research uses the case study method to describe in depth the process of Rabbit and Wheels' marketing strategy. With a constructivistic paradigm, data was collected through passive participant observation and in-depth interviews. The results showed that Instagram as a new media can be effectively utilized as a marketing public relations tool through various activities that use interactive features on the platform. Rabbit and Wheels managed to reach its main segment, namely automotive lovers, and create product differentiation that is not owned by competitors. The conclusion of this research shows that the marketing public relations strategy implemented by Rabbit and Wheels through Instagram has succeeded in increasing brand awareness and attracting consumer interest. These activities are carried out through three steps, namely, utilizing Instagram features to present content that is in accordance with the product, promoting through giveaways and influencers, holding events and sponsorships.

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