Membangun Brand Awareness Warkop Aneka Djaya Melalui Akun Instagram @anekadjaya.Warkop

Abstract

The development of social media has encouraged business actors to utilize it as a communication and brand publication medium in order to reach a wider audience. Instagram is one of the most widely used platforms due to its emphasis on visual content and interactive features. This study aims to analyze the management of the Instagram account @anekadjaya.warkop in building brand awareness of Warkop Aneka Djaya amid the competition of modern coffee shop businesses in the Ciledug area, using Aaker’s brand awareness pyramid model. This research employs a qualitative approach with a descriptive qualitative method. Data were collected through semi-structured interviews with the management, observation of Instagram content, and literature studies. The results indicate that the management of the Instagram account @anekadjaya.warkop is conducted in a structured and consistent manner through content planning, consistency in publication, and the utilization of Instagram features. At the unaware of Brand Stage audience segmentation and the selection of Instagram as the primary platform serve as initial steps in introducing the brand. The brand recognition stage is developed through consistent visual identity and a distinctive communication style. Brand recall is strengthened through active interactivity, responsiveness to the audience, and appreciation strategies such as reposts and complimentary offerings. Meanwhile, increased visibility through experience-based content and collaborations contributes to the formation of top of mind, although it has not yet been fully achieved on a broader scale.