Analisis Perencanaan Konten Instragram Komunitas CLETA DC dalam Membangun Brand Awareness di kalangan Penggemar K-Pop

Liesya Sri Ayu Prima Siregar; Hayu Lusianawati

doi:10.55681/primer.v3i2.436

Authors

Liesya Sri Ayu Prima Siregar Universitas Sahid Jakarta
Hayu Lusianawati

DOI:

https://doi.org/10.55681/primer.v3i2.436

Keywords:

Brand Awareness, CLETA DC, Instagram, Komunitas K-Pop, Model AIDA

Abstract

Penelitian ini bertujuan untuk menganalisis perencanaan konten Instagram Komunitas CLETA DC dalam membangun Brand Awareness di kalangan penggemar K-Pop. Fokus penelitian ini meliputi bagaimana perencanaan dan pelaksanaan konten Instagram dilakukan serta faktor pendukung dan penghambat dalam pengelolaannya. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data melalui wawancara mendalam, observasi, dan dokumentasi. Informan dalam penelitian ini terdiri dari Founder CLETA DC, Koordinator & Pengelola Media Sosial, serta Anggota Komunitas CLETA DC. Hasil penelitian menunjukkan bahwa perencanaan konten Instagram CLETA DC belum dilakukan secara terstruktur dan sistematis karena belum adanya kalender konten, serta indikator kinerja seperti KPI. Pelaksanaan konten masih bersifat fleksibel dan kolaboratif antar anggota komunitas, namun belum didukung oleh sistem pengelolaan media sosial yang terarah. Hal ini menyebabkan konsistensi dan efektivitas konten dalam membangun brand awareness belum optimal. Berdasarkan analisis menggunakan konsep Brand Awareness, CLETA DC berada pada tahap brand recognition di mana audiens mulai mengenali komunitas, namun belum mencapai brand recall yang kuat. Sementara itu, berdasarkan Model AIDA (Attention, Interest, Desire, Action), konten CLETA DC telah berhasil menarik perhatian (attention) dan membangun ketertarikan (interest), namun belum optimal dalam mendorong keinginan (desire) dan tindakan (action) audiens. Faktor pendukung penelitian ini meliputi antusiasme anggota, kesesuaian identitas komunitas sebagai dance cover, serta dukungan audiens. Sementara faktor penghambat meliputi belum adanya sistem perencanaan konten yang terstruktur, tidak adanya tim khusus pengelola media sosial, minimnya variasi konten, serta belum adanya evaluasi berbasis KPI.

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