Optimization of Instagram Marketing Strategy to Enhance Brand Awareness: A Case of PT. Hanggar Tujuh Belas, a Jaguar and Land Rover Workshop

Faried, Alamul Huda (2025) Optimization of Instagram Marketing Strategy to Enhance Brand Awareness: A Case of PT. Hanggar Tujuh Belas, a Jaguar and Land Rover Workshop. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Dalam lanskap pemasaran digital yang dinamis saat ini, Instagram memainkan peran penting dalam membentuk brand awareness, terutama bagi industri yang mengandalkan daya tarik visual dan resonansi emosional, seperti layanan otomotif mewah. Studi ini mengeksplorasi bagaimana PT. Hanggar Tujuh Belas, sebuah bengkel spesialis Jaguar dan Land Rover yang berbasis di Jakarta Selatan, dapat mengoptimalkan kehadirannya di Instagram secara strategis untuk menjangkau audiens pasar nisnya dengan lebih efektif. Meskipun perusahaan telah aktif memanfaatkan Instagram untuk menonjolkan keunggulan layanan dan keahlian teknis, performa konten yang fluktuatif menunjukkan perlunya perencanaan konten yang lebih terstruktur dan berbasis data. Dengan menggunakan metodologi Design Thinking dan pendekatan studi kasus kualitatif, penelitian ini menggabungkan observasi partisipatif, diskusi kelompok terarah (focus group discussion), dan analisis performa melalui Meta Business Suite. Temuan penelitian menunjukkan bahwa format Reels merupakan konten paling efektif dalam mendorong jangkauan dan keterlibatan, sementara Carousel mendukung peningkatan kepercayaan audiens melalui nilai edukatifnya. Studi ini ditutup dengan menawarkan kerangka strategi konten yang selaras dengan dinamika platform dan perilaku audiens, guna memperkuat brand awareness dan posisi digital PT. Hanggar Tujuh Belas di pasar layanan purna jual otomotif mewah.
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In today’s dynamic digital marketing environment, Instagram is pivotal in shaping brand awareness, particularly for industries that rely on visual appeal and emotional resonance, such as luxury automotive services. This study explores how PT. Hanggar Tujuh Belas, a Jaguar and Land Rover specialist workshop based in South Jakarta, can strategically optimize its Instagram presence to engage its niche audience better. Although the company actively utilizes Instagram to highlight service excellence and technical expertise, fluctuating content performance indicates a need for more structured, data-driven content planning. Guided by the Design Thinking methodology and employing a qualitative case study approach, this research integrates participatory observation, focus group discussions, and performance analysis via Meta Business Suite. Findings reveal that Reels are the most effective content for driving reach and engagement, while Carousels support deeper audience trust through educational value. The study concludes by offering a content strategy framework that aligns platform dynamics with audience behavior, ultimately strengthening brand awareness and digital positioning for PT. Hanggar Tujuh Belas within the premium automotive after-sales market.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Brand Awareness, Digital Strategy, Instagram Marketing, Luxury Automotive, Social Media Engagement
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD1393.25 Business enterprises H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Alamul Huda Faried
Date Deposited:	13 Jul 2025 06:27
Last Modified:	13 Jul 2025 06:27
URI:	http://repository.its.ac.id/id/eprint/119523

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