Pengembangan Strategi Komunikasi Digital Marketing Probetech dalam Membangun Brand Awareness melalui Instagram

Abstract

Probetech merupakan perusahaan jasa uji riksa dan inspeksi Keselamatan dan Kesehatan Kerja (K3) yang menghadapi tantangan dalam membangun brand awareness, khususnya karena komunikasi digital melalui Instagram belum memiliki strategi yang terstruktur, konsisten, maupun terintegrasi. Proyek akhir ini bertujuan mengembangkan strategi komunikasi digital marketing Probetech dalam membangun brand awareness melalui Instagram serta menyusun guideline implementasi sebagai acuan komunikasi brand secara berkelanjutan. Pengumpulan data dilakukan melalui observasi akun Instagram, wawancara dengan pihak internal perusahaan, partisipasi aktif, dokumentasi, dan studi literatur. Analisis SWOT dan analisis kompetitor digunakan sebagai dasar perumusan strategi, sedangkan konsep Integrated Marketing Communication (IMC) menjadi landasan dalam penyusunan strategi komunikasi. Hasil analisis menunjukkan bahwa akun Instagram Probetech belum memiliki content pillar, brand positioning, serta visual guideline yang terstruktur. Berdasarkan temuan tersebut, dirumuskan strategi komunikasi digital yang mencakup penetapan brand positioning sebagai sumber insight terpercaya di bidang K3, pengembangan kampanye Probetech Safety Insight, penyusunan content pillar, serta guideline implementasi Instagram yang terdiri atas lima bagian, yaitu Introduction, Brand Strategy, Content Strategy, Visual Guideline, dan Social Media Implementation. Strategi yang dihasilkan diharapkan dapat mendukung konsistensi pesan, identitas visual, dan arah komunikasi digital Probetech dalam membangun brand awareness secara berkelanjutan.

Probetech is an occupational safety and health (OSH) inspection and testing service company that faces challenges in building brand awareness, particularly because its digital communication through Instagram lacks a structured, consistent, and integrated strategy. This final project aimed to develop a digital marketing communication strategy to strengthen Probetech's brand awareness through Instagram and to produce an implementation guideline as a sustainable reference for the company's brand communication. Data were collected through Instagram account observation, interviews with internal company representatives, active participation, documentation, and literature review. SWOT analysis and competitor analysis were employed to formulate the strategy, while the Integrated Marketing Communication (IMC) concept served as the primary framework for developing the communication strategy. The findings revealed that Probetech's Instagram account lacked clearly defined content pillars, brand positioning, and visual guidelines. Based on these findings, a digital communication strategy was formulated, including the establishment of Probetech's brand positioning as a trusted source of OSH insights, the development of the Probetech Safety Insight campaign, the formulation of content pillars, and the preparation of an Instagram implementation guideline consisting of five sections: Introduction, Brand Strategy, Content Strategy, Visual Guideline, and Social Media Implementation. The proposed strategy is expected to support consistent messaging, visual identity, and digital communication direction in strengthening Probetech's brand awareness sustainably.