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Rafi, Farell
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Strategi Branding Chery Motor Indonesia Melalui Produk Omoda 5 Pada Media Sosial Instagram @Cherymotorindonesia Rafi, Farell; Parsono, Slamet
eProceedings of Management Vol. 11 No. 6 (2024): Desember 2024
Publisher : eProceedings of Management

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Abstract

Stigma negatif terhadap produk otomotif China, terutama dari merek-merek pada industri Otomotif, seringkali tidaksepenuhnya akurat. Chery Motor Indonesia berupaya mengubah persepsi ini melalui strategi branding yang terfokuspada produk Omoda 5 di media sosial, khususnya Instagram @cherymotorindonesia. Tujuan pada penelitian ini untukmengetahui bagaimana Chery motor mengontruksi pesan melalui media sosial Instagram tentang branding produkOmoda 5. Metode pada penelitian ini menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data,observasi, wawancara, dan dokumentasi untuk mengeksplorasi strategi branding Chery di Instagram@cherymotorindonesia. Branding yang efektif melibatkan prinsip keberlanjutan, ketegasan, keterlihatan, dankeaslian. Penelitian ini menganalisis strategi branding Chery berdasarkan tiga elemen utama: Brand Positioning,Brand Identity, dan Brand Personality. Dalam hal Brand Positioning, Chery memposisikan dirinya sebagai merekglobal dengan standar tinggi yang merupakan hasil kolaborasi dengan Jaguar dan Land Rover. Produk Chery, yangdigunakan oleh lebih dari 13 juta pengguna di 80 negara, menunjukkan keunggulan dibandingkan merek lain diIndonesia. Brand Identity Chery dibangun melalui produk, logo, warna, dan slogan yang memancarkan citra inovatifdan andal. Sedangkan Brand Personality Chery terlihat dalam konten Instagram yang detail, yang menekankan inovasidan kualitas produk, memberikan dampak positif baik bagi perusahaan maupun publik. Penelitian menyimpulkanbahwa Chery Motor Indonesia telah menerapkan strategi branding yang efektif untuk membangun strategi brandingdan mencapai target pasar dengan efisien. Kata Kunci-Chery Omoda 5, Instagram, produk china, strategi branding
BRANDING ANALYSIS OF CHERY MOTOR INDONESIA THROUGH THE OMODA 5 PRODUCT ON SOCIAL MEDIA INSTAGRAM @cherymotorindonesia Rafi, Farell
Indonesian Journal of Digital Public Relations (IJDPR) Vol 3 No 2 (2025): Januari
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/ijdpr.v3i1.8450

Abstract

Negative stigma surrounding Chinese automotive products, particularly from brands within the automotive industry, is often not entirely accurate. Chery Motor Indonesia is working to change this perception through a branding strategy focused on the Omoda 5 product on social media, especially Instagram @cherymotorindonesia. The aim of this study is to understand how Chery Motor constructs its messaging on Instagram about the branding of the Omoda 5 product. The research employs a descriptive qualitative approach using data collection techniques such as observation, interviews, and documentation to explore Chery's branding strategy on Instagram @cherymotorindonesia. Effective branding involves principles of sustainability, assertiveness, visibility, and authenticity. This study analyzes Chery's branding strategy based on three main elements: Brand Positioning, Brand Identity, and Brand Personality. In terms of Brand Positioning, Chery positions itself as a global brand with high standards resulting from collaborations with Jaguar and Land Rover. Chery's products, used by over 13 million users in 80 countries, demonstrate superiority compared to other brands in Indonesia. Chery's Brand Identity is built through its products, logo, colors, and slogan, which convey an image of innovation and reliability. Meanwhile, Chery's Brand Personality is reflected in detailed Instagram content that emphasizes product innovation and quality, positively impacting both the company and the public. The study concludes that Chery Motor Indonesia has implemented an effective branding strategy to build its brand and reach its target market efficiently.
Co-Authors Slamet Parsono