FADHILLAH, MUHAMMAD SYUKRON (2026) ANALISIS RESEPSI KHALAYAK MENGENAI BRAND IMAGE SUBARU SEBAGAI MOBIL BALAP MELALUI KONTEN YOUTUBE GARASI DRIFT BRZIKO SERIES. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of new media and social media has led to changes in brand communication strategies, particularly in building brand image through digital content. One platform that is widely used for this purpose is YouTube, as it enables visual, narrative, and interactive message delivery. This study aims to examine audience reception of Subaru’s brand image as a racing car through the BRZiko Series content on the Garasi Drift YouTube channel. This research employs a qualitative descriptive approach using reception analysis based on Stuart Hall’s encoding–decoding theory. Data were collected through in-depth interviews with seven informants who are active viewers of the Garasi Drift YouTube channel, supported by content observation and documentation. The analysis focuses on four dimensions of brand image: brand identity, brand personality, brand association, and brand attitude and behavior. The findings indicate that most informants are positioned in the dominanthegemonic position, meaning they accept and agree with the representation of Subaru as a sporty, bold, and high-performance racing car as presented in the BRZiko Series. The content also expands audience perceptions of Subaru, which was previously associated mainly with rally, to include its relevance in drifting. Meanwhile, some informants occupy a negotiated position, interpreting drifting as an extension of Subaru’s existing motorsport image rather than a complete shift. Overall, this study concludes that the BRZiko Series on the Garasi Drift YouTube channel plays a significant role in building and strengthening Subaru’s brand image as a racing car through a digital marketing communication approach that emphasizes storytelling, real experiences, and active audience engagement. Keywords: Reception Analysis; Brand Image; Subaru; YouTube; Garasi Drift Perkembangan media baru dan media sosial telah mendorong perubahan strategi komunikasi pemasaran merek, khususnya dalam membangun citra merek melalui konten digital. Salah satu platform yang banyak dimanfaatkan adalah YouTube, yang memungkinkan penyampaian pesan secara visual, naratif, dan interaktif. Penelitian ini bertujuan untuk mengetahui bagaimana resepsi khalayak terhadap brand image Subaru sebagai mobil balap melalui konten YouTube Garasi Drift BRZiko Series. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode analisis resepsi berdasarkan teori encoding–decoding Stuart Hall. Teknik pengumpulan data dilakukan melalui wawancara mendalam dengan tujuh informan yang merupakan penonton aktif kanal YouTube Garasi Drift, serta didukung oleh observasi konten dan dokumentasi. Analisis difokuskan pada empat dimensi brand image, yaitu brand identity, brand personality, brand association, serta brand attitude and behavior. Hasil penelitian menunjukkan bahwa sebagian besar informan berada pada posisi dominan, di mana mereka menerima dan menyetujui representasi Subaru sebagai mobil balap yang sporty, berani, dan memiliki performa tinggi sebagaimana ditampilkan dalam BRZiko Series. Konten tersebut juga mampu memperluas pemahaman khalayak bahwa Subaru tidak hanya identik dengan rally, tetapi juga relevan dalam dunia drifting. Sementara itu, sebagian informan berada pada posisi negosiasi, dengan memaknai drifting sebagai bentuk pengembangan dari citra balap Subaru yang telah ada sebelumnya. Secara keseluruhan, penelitian ini menyimpulkan bahwa konten BRZiko Series di YouTube Garasi Drift berperan dalam membangun dan memperkuat brand image Subaru sebagai mobil balap melalui pendekatan komunikasi pemasaran digital yang berbasis storytelling, pengalaman nyata, dan keterlibatan khalayak aktif. Kata kunci: Analisis Resepsi; Brand Image; Subaru; YouTube; Garasi Drift
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