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Journal of Indonesian Tourism and Policy Studies

Abstract

Automotive industry is one of growing competitive industry, organisational branding is essential to shape public image and loyalty. This research aims to analyse the branding strategy of the Ikatan Motor Indonesia (IMI) through its participation in the Indonesia International Motor Show (IIMS) 2025. The research used a qualitative method with a case study approach. Data collection techniques were conducted through in-depth interviews, direct observation, literature study, and documentation. Data analysis used the Miles and Huberman model through collection, reduction, data presentation, and conclusion drawing and verification. The results showed that IMI successfully utilised the five main elements of branding according to Dinnie, (2022), namely identity, image, positioning, personality, and brand communication through programmes such as IMI Goes to Campus, partner collaborations, talk shows, and podcasts. This strategy is effective in shaping IMI's image as an organisation that is inclusive, educative, and relevant to the younger generation. Future research is recommended to evaluate the long-term impact of this branding strategy on automotive community loyalty.

Bahasa Abstract

Industri otomotif merupakan salah satu industri yang tumbuh dengan tingkat persaingan yang tinggi, sehingga branding organisasi menjadi hal yang penting untuk membentuk citra publik dan loyalitas. Penelitian ini bertujuan untuk menganalisis strategi branding Ikatan Motor Indonesia (IMI) melalui partisipasinya dalam Indonesia International Motor Show (IIMS) 2025. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi langsung, studi literatur, dan dokumentasi. Analisis data menggunakan model Miles dan Huberman yang meliputi tahapan pengumpulan data, reduksi data, penyajian data, serta penarikan dan verifikasi kesimpulan. Hasil penelitian menunjukkan bahwa IMI berhasil memanfaatkan lima elemen utama dalam branding, yaitu identitas, citra, positioning, kepribadian, dan komunikasi merek melalui berbagai program seperti IMI Goes to Campus, kolaborasi dengan mitra, talk show, dan podcast. Strategi ini efektif dalam membentuk citra IMI sebagai organisasi yang inklusif, edukatif, dan relevan bagi generasi muda. Penelitian selanjutnya disarankan untuk mengevaluasi dampak jangka panjang dari strategi branding ini terhadap loyalitas komunitas otomotif.

References

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