Strategi Indobuggy Dalam Membangun Brand Awareness Mobil Listrik Pada Instagram @Indobuggygroup

Abstract

The air condition in Indonesia has been deteriorating over the years, partly due to motor vehicle exhaust pollution. Indobuggy is a company in the automotive industry focusing on electric vehicles. The purpose of this study is to understand how Indobuggy builds brand awareness through the Instagram account @indobuggygroup about environmentally friendly electric cars. Indobuggy produces golf carts and electric buses, emphasizing high-quality products, excellent customer service, and a commitment to environmental sustainability through informative educational content posts. This study uses Gelder's (2005) Branding Strategy theory, which includes brand positioning, brand identity, and brand personality. The method used is a qualitative case study, providing a comprehensive and complex overview through data collection techniques such as observation, interviews with three informants, and documentation. The research results show that in brand positioning, Indobuggy positions itself as a company actively educating about electric vehicle technology and making product maintenance easier for consumers. In brand identity, Indobuggy consistently uses a distinctive logo and color tone to create a strong visual identity. In brand personality, Indobuggy presents cinematic and educational content with an exclusive concept to showcase the value and quality of its products. Indobuggy's brand awareness is currently at the brand recognition stage, where consumers recognize and remember the brand but do not fully understand its values and advantages. This study contributes to branding strategies through social media to enhance brand awareness in the automotive industry.