ABSTRAK

VERA SEPTIANA NINGRUM. NIM 181211015. Cyber Branding Jogja Guitar Shop Melalui Instagram Dalam Meningkatkan Brand Awareness. Skripsi, Program Studi Komunikasi Dan Penyiaran Islam. Jurusan Dakwah Dan Komunikasi. Fakultas Ushuluddin Dan Dakwah. Universitas Islam Negeri Raden Mas Said Surakarta 2025.
Jogja Guitar Shop merupakan bisnis yang bergerak dibidang penjualan alat musik khususnya gitar. Banyaknya pesaing yang menggunakan Instagram sebagai media branding menjadikan tantangan yang harus dihadapi Jogja Guitar Shop untuk menarik pelanggan agar membeli produknya serta dapat menciptakan kesadaran merek (brand awareness). Tujuan dari penelitian ini yaitu untuk mendeskripsikan bagaimana cyber branding yang dilakukan Jogja Guitar Shop melalui Instagram dalam meningkatkan brand awareness.
Dalam penelitian ini menggunakan metode deskriptif kualitatif. Teknik pengumpulan data diperoleh dari observasi, wawancara dan dokumentasi dengan pihak yang bersangkutan dalam penelitian. Teknik keabsahan data menggunakan triangulasi sumber data. Teknik analisis data yang digunakan dalam penelitian ini yaitu pengumpulan data, reduksi data, penyajian data dan penarikan kesimpulan. Teori yang digunakan yakni teori tiga “I” dari Deirdre Breakenridge yang terdiri dari informasi, interaktivitas dan insting.
Hasil penelitian ini menunjukkan bahwa Jogja Guitar Shop aktif memberikan berbagai informasi melalui akun Instagram, antara lain informasi terkait produk Jogja Guitar Shop, informasi terkait promo sale dan giveaway, informasi terkait kerjasama dengan influencer, informasi tetang hari besar, unggahan konten hiburan serta informasi Instagram story. Interaksi yang dilakukan meliputi menjawab pertanyaan yang masuk melalui direct message (DM) dan membalas komentar dikolom Instagram. Kemudian, insting atau pembeda Jogja Guitar Shop, aktif memberikan informasi, aktif dalam pembuatan konten di Instagram, serta penataan feed Instagram yang rapi. Kemudian dari produknya, memiliki kualitas yang bagus, suara sound gitar nyaring, rangka kuat, finishing bagus, harga terjangkau, warna produk yang bervariatif, kualitas bahan baku terbaik, dan ketahanan produk kuat.
Kata Kunci : Cyber Branding, Jogja Guitar Shop, Instagram, Brand Awareness.


ABSTRACT

VERA SEPTIANA NINGRUM. NIM 181211015. Cyber Branding Jogja Guitar Shop Through Instagram in Increasing Brand Awareness. Thesis. Islamic Communication and Broadcasting Study Program, Faculty of Ushuluddin and Da’wa. Raden Mas Said State Islamic University Surakarta 2025.
Jogja Guitar Shop is a business engaged in the sale of musical instruments, especially guitars. The number of competitors who use Instagram as a branding medium is a challenge that Jogja Guitar Shop must face to attract customers to buy their products and can create brand awareness. The purpose of this study is to describe how cyber branding is carried out by Jogja Guitar Shop through Instagram in increasing brand awareness.
This research uses a qualitative descriptive method. The data collection techniques were obtained through observation, interviews and documentation with the relevant parties involved in the research. Data validity was ensured using data source triangulation. The data analysis techniques used in this study include data collection, data reduction, data presentation, and drawing conclusions. The theory employed is the three “I” theory by Deirdre Breakenridge, which consists of information, interactivity, and instinct.
The results of this study indicate that Jogja Guitar Shop actively provides various information through its Instagram account, including information related to Jogja Guitar Shop products, information related to promo sales and giveaways, information related to collaboration with influencers, information about holidays, uploading entertainment content, and Instagram story information. The interactions carried out include answering questions received via direct message (DM) and replying to comments in the Instagram column. Then, Jogja Guitar Shop's instinct or differentiator is actively providing information, actively creating content on Instagram, and arranging a neat Instagram feed. Then from its products, it has good quality, loud guitar sound, strong frame, good finishing, affordable prices, varied product colors, the best quality raw materials, and strong product durability.

Keywords : Cyber Branding, Jogja Guitar Shop, Instagram, Brand Awareness.