Content Marketing Blyss Laundry melalui Instagram dalam Membangun Brand Awareness

Abstract

Perkembangan teknologi digital mendorong pelaku usaha memanfaatkan media sosial sebagai sarana pemasaran, salah satunya melalui Instagram. Platform ini memungkinkan perusahaan menyampaikan informasi secara menarik, membangun interaksi dengan konsumen, serta meningkatkan brand awareness melalui strategi content marketing. Kondisi tersebut juga dimanfaatkan oleh Blyss Laundry sebagai usaha jasa laundry untuk memperkenalkan layanan dan membangun citra merek di tengah persaingan bisnis yang semakin ketat. Penelitian ini bertujuan menganalisis strategi content marketing yang diterapkan Blyss Laundry melalui Instagram dalam membangun brand awareness. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui wawancara mendalam, observasi, dokumentasi, dan studi pustaka. Analisis dilakukan menggunakan delapan tahapan content marketing menurut Kotler et al. (2017, yaitu goal setting, audience mapping, content ideation, content production, content distribution, content amplification, content marketing evaluation, dan content marketing improvement. Tingkat brand awareness dianalisis menggunakan konsep Aaker (1991), yang meliputi unaware of brand, brand recognition, brand recall, dan top of mind. Hasil penelitian menunjukkan bahwa Blyss Laundry telah menerapkan seluruh tahapan content marketing, mulai dari penetapan tujuan, pemetaan audiens, perencanaan dan produksi konten, distribusi, evaluasi, hingga perbaikan konten. Konten yang dipublikasikan berupa informasi layanan, edukasi, promosi, dan testimoni pelanggan melalui fitur Feed, Reels, dan Stories Instagram. Strategi tersebut didukung oleh kualitas pelayanan Blyss Laundry yang mengedepankan transparansi, seperti penggunaan CCTV pada seluruh proses pelayanan dan pencatatan jumlah pakaian pada nota pelanggan. Hasil penelitian juga menunjukkan bahwa strategi content marketing yang diterapkan mampu meningkatkan brand awareness pelanggan terhadap Blyss Laundry. Sebagian besar informan telah mengenali identitas merek, mengetahui layanan yang ditawarkan, serta mampu mengingat Blyss Laundry ketika membutuhkan jasa laundry. Namun demikian, posisi Blyss Laundry masih berada pada tahap menuju top of mind, sehingga diperlukan konsistensi dalam produksi konten dan peningkatan interaksi dengan audiens. Penelitian ini menyimpulkan bahwa penerapan strategi content marketing melalui Instagram berperan dalam membangun brand awareness Blyss Laundry. Implementasi delapan tahapan content marketing yang dilakukan secara konsisten mampu meningkatkan pengenalan merek dan memperkuat hubungan dengan pelanggan. Hasil penelitian diharapkan dapat menjadi referensi bagi pelaku UMKM jasa, khususnya usaha laundry, dalam mengembangkan strategi pemasaran digital yang efektif melalui media sosial serta memberikan kontribusi terhadap pengembangan kajian komunikasi pemasaran digital.

The rapid development of digital technology has encouraged businesses to utilize social media as a marketing tool, particularly through Instagram. This platform enables companies to deliver engaging information, build interactions with consumers, and increase brand awareness through content marketing strategies. Blyss Laundry, a laundry service business, has also taken advantage of this opportunity to introduce its services and strengthen its brand image amid increasingly competitive market conditions. This study aims to analyze the content marketing strategy implemented by Blyss Laundry through Instagram in building brand awareness. The research employed a qualitative approach using a case study method. Data were collected through in-depth interviews, observations, documentation, and a literature review. The analysis was conducted using the eight stages of content marketing proposed by Kotler et al. (2017), namely goal setting, audience mapping, content ideation, content production, content distribution, content amplification, content marketing evaluation, and content marketing improvement. Brand awareness was analyzed using Aaker's (1991) framework, which consists of four levels: unaware of brand, brand recognition, brand recall, and top of mind. The findings indicate that Blyss Laundry has implemented all eight stages of content marketing, beginning with goal setting, audience mapping, content planning and production, content distribution, evaluation, and continuous improvement. The published content includes service information, educational content, promotional materials, and customer testimonials through Instagram Feed, Reels, and Stories. This strategy is supported by Blyss Laundry's commitment to service quality and transparency, such as the use of CCTV throughout the service process and detailed records of customers' clothing items on service receipts. The results also show that the implemented content marketing strategy has contributed to increasing customers' brand awareness of Blyss Laundry. Most informants were able to recognize the brand identity, understand the services offered, and recall Blyss Laundry when they needed laundry services. However, Blyss Laundry has not yet fully achieved the top-of-mind level of brand awareness, indicating that greater consistency in content production and stronger audience engagement are still needed. This study concludes that the implementation of content marketing through Instagram plays a significant role in building Blyss Laundry's brand awareness. The consistent application of the eight stages of content marketing has enhanced brand recognition and strengthened relationships with customers. The findings are expected to serve as a reference for micro, small, and medium-sized enterprises (MSMEs), particularly laundry service businesses, in developing effective digital marketing strategies through social media, while also contributing to the advancement of digital marketing communication studies.