Nayuan, Rayhan (2025) Analisis Boltz Lab dalam Membangun Asosiasi Merek melalui Media Sosial Instagram. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze the communication strategies implemented by Boltz Lab in building brand association through Instagram. As the first titanium bolt specialist automotive workshop in Pekanbaru, Boltz Lab leverages visual content and digital interaction to strengthen its brand image in the minds of consumers, particularly among the youth. This research employs a descriptive qualitative approach with data collected through in-depth interviews, observations, and documentation. The findings reveal that Boltz Lab actively builds brand association based on Aaker’s five key elements: brand awareness, brand association, perceived quality, brand loyalty, and proprietary brand assets. Instagram was chosen for its ability to convey visual messages and foster emotional connections through features such as Stories, Direct Messages, and live broadcasts. Boltz Lab’s content strategy focuses on exclusivity, product quality, and active engagement with followers. Despite facing challenges such as content competition and consistency in posting, Boltz Lab has succeeded in maintaining customer loyalty through a personalized approach and collaborations with automotive influencers.

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