PENGELOLAAN MEDIA SOSIAL INSTAGRAM @BASSIC COFFE DALAM MEMBANGUN BRAND AWARENESS

RIVALDO, MUHAMAD (2026) PENGELOLAAN MEDIA SOSIAL INSTAGRAM @BASSIC COFFE DALAM MEMBANGUN BRAND AWARENESS. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The rapid growth of Indonesia's coffee industry has driven micro, small, and medium-sized enterprises (MSMEs) to compete creatively in establishing their brand identities. This study aims to analyze the Instagram social media management strategy of the @bassiccoffee account in building brand awareness among urban youth. The research employs a descriptive qualitative approach within a constructivist paradigm. Data collection involved non-participant observation of the @bassiccoffee Instagram account, in-depth interviews with the owner, co-owner, head barista/talent, and three active followers, as well as documentation review. Data analysis utilized Chris Heuer’s 4C framework (Context, Communication, Collaboration, Connection) and David A. Aaker’s four levels of brand awareness. The results indicate that the *Context* strategy was implemented through a casual tone and consistent, warm-toned visuals; *Communication* was established through interactive, two-way engagement using Reels, Stories, and prompt responses to messages and comments; *Collaboration* was strategically executed with influencers and communities, alongside the use of user-generated content (UGC); and *Connection* was fostered by presenting behind-the-scenes content and actively engaging followers. This structured content management proved effective in shifting the brand's position from the "Unaware of Brand" stage toward "Brand Recognition" and "Brand Recall" among its audience. Keywords: Social Media Management, Instagram, Brand Awareness, Digital Communication, Coffee MSMEs, 4C Framework. Pertumbuhan pesat industri kopi di Indonesia mendorong usaha mikro, kecil, dan menengah (UMKM) untuk bersaing secara kreatif dalam membangun identitas merek. Penelitian ini bertujuan untuk menganalisis strategi pengelolaan media sosial Instagram akun @bassiccoffee dalam membangun brand awareness di kalangan anak muda urban. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan paradigma konstruktivisme. Teknik pengumpulan data dilakukan melalui observasi nonpartisipan pada akun Instagram @bassiccoffee, wawancara mendalam dengan Owner, Co-Owner, Head Bar/Talent, serta tiga orang followers aktif, dan dokumentasi. Analisis data dievaluasi menggunakan kerangka teori 4C dari Chris Heuer (Context, Communication, Collaboration, Connection) dan empat tingkatan Brand Awareness dari David A. Aaker. Hasil penelitian menunjukkan bahwa strategi Context dijalankan melalui penyesuaian gaya bahasa santai dan konsistensi visual bernuansa hangat; Communication dibangun secara interaktif dua arah memanfaatkan fitur Reels, Stories, dan respons cepat pesan/komentar; Collaboration dilakukan secara terukur bersama influencer, komunitas, serta memanfaatkan user-generated content (UGC); sedangkan Connection dipelihara melalui penyajian konten behindthe- scenes dan pelibatan aktif pengikut. Pengelolaan konten yang terstruktur ini terbukti efektif menggeser posisi brand dari tahap Unaware of Brand menuju Brand Recognition dan Brand Recall bagi audiensnya. Kata Kunci: Pengelolaan Media Sosial, Instagram, Brand Awareness, Komunikasi Digital, UMKM Kopi, Kerangka 4C.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44522010081
Uncontrolled Keywords:	Pengelolaan Media Sosial, Instagram, Brand Awareness, Komunikasi Digital, UMKM Kopi, Kerangka 4C.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.7 General Bibliographies of Works Having Specific Kinds of Content/Bibliografi Umum Pekerjaan yang Memiliki Jenis Konten Tertentu 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast
Divisions:	Fakultas Ilmu Komunikasi > Penyiaran
Depositing User:	khalimah
Date Deposited:	09 Sep 2026 03:53
Last Modified:	09 Sep 2026 04:13
URI:	http://repository.mercubuana.ac.id/id/eprint/103738

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