SOCIAL MEDIA FOR ENHANCED BRAND AWARENESS AT POLITEKNIK PENERBANGAN SURABAYA

Abstract

This research discusses the utilization of YouTube as a social media platform for
enhancing brand awareness, particularly for Politeknik Penerbangan Surabaya. The
study aims to comprehend how YouTube is used to increase brand awareness,
progressing from consumers being unaware of the brand (brand unaware) to achieving
brand recognition, brand recall, and ultimately, becoming the top-of-mind choice for
consumers when thinking about Politeknik Penerbangan Surabaya. The research
methodology employed is qualitative descriptive, involving data collection methods
such as observation, interviews, and documentation. Eight informants, including
Politeknik Penerbangan Surabaya's management, staff, and students who actively use
YouTube, participated in the study. Interactive data analysis models and triangulation
techniques were used to ensure data validity. The findings indicate that Politeknik
Penerbangan Surabaya effectively utilizes YouTube to bolster brand awareness. Their
strategies encompass creating and sharing high-quality video content, showcasing their
activities and accomplishments, and employing tactics to increase brand recognition.
Furthermore, they consistently upload relevant video content, engage with viewers, and
establish emotional connections to enhance brand recall. These efforts have led to
Politeknik Penerbangan Surabaya becoming the top-of-mind choice among their target
audience.