Putra Ananda, Naufal (2024) Pemanfaatan Media Sosial Bengkel Monkeywork Garage Dalam Membangun Brand Awareness Di Kalangan Pengguna Sepeda Motor KTM. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Technological advancements require businesses to continue evolving and adapting by utilizing social media, particularly for automotive workshops. Monkeywork Garage is leveraging social media to build brand awareness among KTM motorcycle users. Since 2018, Monkeywork Garage has been involved in selling spare parts and providing modifications specifically for KTM motorcycles. The workshop has effective social media platforms to facilitate communication with its target audience. The main social media platforms for Monkeywork Garage are Instagram and YouTube. This research uses a qualitative descriptive method with data collection techniques including observation and interviews, employing New Media theory to support the research process. The aim of the study is to understand how Monkeywork Garage uses social media to build brand awareness among KTM motorcycle users. The findings of the research are: 1. Monkeywork Garage's efforts in utilizing Instagram and YouTube. 2. The design of messages presented by Monkeywork Garage through Instagram and YouTube features such as stories, feeds, reels, and educational and informational videos about KTM motorcycles. 3. The form of brand awareness established by Monkeywork Garage with KTM motorcycle users. 4. The level of brand awareness of Monkeywork Garage among KTM motorcycle users in Indonesia is Top Of Mind. 5. By utilizing all features of Instagram and YouTube, the name Monkeywork Garage is becoming increasingly recognized among motorcycle users in Indonesia, particularly KTM motorcycle users.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Perkembangan teknologi memerlukan suatu pelaku usaha untuk tetap berkembang dan adaptasi dengan cara memanfaatkan media sosial, terutama bengkel otomotif. Pemanfaatan media sosial oleh bengkel monkeywork garage dalam upaya membangun brand awareness dikalangan pengguna sepeda motor KTM. Monkeywork Garage merupakan usaha penjualan suku cadang dan modifikasi khusus untuk sepeda motor KTM sejak tahun 2018. Monkeywork Garage memiliki media sosial yang mumpuni guna membantu menyampaikan proses komunikasi kepada khalayak yang dituju. Media sosial utama dari Monkeywork Garage adalah Instagram dan Youtube. Penelitian ini menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data secara observasi dan wawancara dengan menggunakan teori New Media dalam membantu proses penelitian. Tujuan penelitian ini untuk mengetahui pemanfaatan media sosial yang dilakukan oleh monkeywork garage dalam membangun Brand Awareness di kalangan pengguna sepeda motor KTM. Hasil penelitian ini: 1. Upaya bengkel monkeyworkgarage dalam memanfaatkan media sosial Instagram dan Youtube. 2. Desain pesan yang disajikan oleh Monkeywork Garage berupa pemanfaatan fitur Instagram dan Youtube seperti story, feeds, reels dan konten video edukasi dan informasi sepeda motor merek KTM. 3. Bentuk Brand Awareness yang terbentuk oleh Bengkel Monkeywork Garage dengan para pengguna sepeda motor KTM. 3. Tingkatan Brand Awareness Monkeywork Garage terhadap pengguna sepeda motor KTM di Indonesia adalah Top Of Mind. 4. Memanfaatkan seluruh fitur media sosial Instagram dan Youtube, nama dari Monkeywork Garage itu sendiri mulai terdengar ke seluruh pengguna sepeda motor di Indonesia, khususnya pengguna sepeda motor KTM. | ||||||
| Uncontrolled Keywords: | Brand Awareness, Utilization of Social Media, New Media, Social Media, KTM Workshop. Brand Awareness, Pemanfaatan Media Sosial, New Media, Media sosial, Bengkel KTM. | ||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mr Naufal Putra Ananda | ||||||
| Date Deposited: | 14 Sep 2024 09:30 | ||||||
| Last Modified: | 14 Sep 2024 09:30 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/42129 |
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