ABSTRAK
Alvin Agustian Wahyudi. NIM: 181211182. CYBER BRANDING ARTISAN GUITAR MELALUI AKUN TIKTOK @artisanguitar.id DALAM MEMBENTUK
BRAND IMAGE. Program Studi Komunikasi dan Penyiaran Islam. Fakultas Ushuluddin dan Dakwah. Universitas Islam Negeri Raden Mas Said Surakarta. 2025
Penelitian ini dilatarbelakangi oleh fenomena berkembangnya media sosial sebagai alat strategis dalam membangun citra merek (brand image), khususnya dalam industri alat musik lokal. Artisan Guitar Indonesia merupakan produsen gitar handmade lokal yang memanfaatkan platform TikTok sebagai media utama dalam melakukan cyber branding. Penelitian ini bertujuan untuk mengetahui bagaimana strategi cyber branding yang dilakukan oleh Artisan Guitar melalui akun TikTok @artisanguitar.id dalam membentuk brand image dan mempertahankan eksistensinya di tengah persaingan pasar digital.
Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Teknik pengumpulan data dilakukan melalui wawancara mendalam kepada pemilik, admin, dan konsumen Artisan Guitar, serta observasi dan dokumentasi aktivitas konten pada akun TikTok. Analisis data dilakukan dengan merujuk pada teori "Tiga I" oleh Deirdre Breakenridge, yaitu Information, Interactivity, dan Instinct, sebagai kerangka untuk menilai efektivitas strategi cyber branding yang diterapkan.
Hasil penelitian menunjukkan bahwa Artisan Guitar berhasil membentuk brand image yang kuat melalui penyampaian informasi produk yang konsisten dan autentik, interaksi aktif dengan audiens melalui fitur live streaming dan komentar, serta pendekatan khas yang membedakan dari kompetitor. Strategi cyber branding yang difokuskan pada TikTok terbukti efektif dalam meningkatkan engagement, memperluas jangkauan pasar, serta memperkuat persepsi merek sebagai produsen gitar lokal berkualitas tinggi. Dengan memanfaatkan kekuatan visual, kolaborasi dengan musisi/influencer, serta pemahaman terhadap tren platform, Artisan Guitar mampu mempertahankan identitasnya dan menarik minat konsumen secara berkelanjutan.
Kata kunci : Cyber Branding, Brand Image, TikTok, Artisan Guitar Indonesia



















vii

ABSTRACT
ABSTRACT Alvin Agustian Wahyudi. NIM: 181211182. CYBER BRANDING OF ARTISAN GUITAR THROUGH THE TIKTOK ACCOUNT @artisanguitar.id IN
FORMING A BRAND IMAGE. Islamic Communication and Broadcasting Study Program. Faculty of Ushuluddin and Da'wah. Raden Mas State Islamic University Said Surakarta. 2025

This study is motivated by the growing role of social media as a strategic tool in building brand image, particularly in the local musical instrument industry. Artisan Guitar Indonesia is a handmade guitar manufacturer that utilizes TikTok as its primary platform for cyber branding. The objective of this study is to explore the cyber branding strategies implemented by Artisan Guitar through the TikTok account @artisanguitar.id in shaping its brand image and maintaining its presence in the competitive digital market.

This research employs a qualitative approach with descriptive methods. Data were collected through in-depth interviews with the owner, social media administrator, and consumers of Artisan Guitar, as well as through observation and documentation of content activity on the TikTok account. The data analysis refers to Deirdre Breakenridge's “Three I’s” theory Information, Interactivity, and Instinct as the framework for evaluating the effectiveness of the applied cyber branding strategies.

The results show that Artisan Guitar has successfully developed a strong brand image by delivering consistent and authentic product information, engaging actively with audiences through live streaming and comment interactions, and adopting a distinctive approach that sets it apart from competitors. The cyber branding strategy focused on TikTok has proven effective in increasing engagement, expanding market reach, and strengthening the brand's perception as a high-quality local guitar producer. By leveraging visual content, collaborating with musicians and influencers, and staying attuned to platform trends, Artisan Guitar has managed to preserve its identity and attract consumer interest sustainably.
Keywords: Cyber Branding, Brand Image, TikTok Artisan Guitar Indonesia