PERAN COPYWRITER DALAM IKLAN KOMERSIAL PRODUK BARU YAMAHA SERIES CLASSY UNTUK MENINGKATKAN BRAND AWARENESS MASYARAKAT DI KOTA MALANG

This final project examines the role of copywriters in commercial advertisements for the Yamaha Classy Series with the aim of increasing brand awareness, especially in Malang City. Where this series is still relatively new, it was launched in 2022-2023. This phenomenon is taken from how competition in the automotive industry increasingly requires advertisements that not only attract attention, but are also able to convey product messages effectively and build strong brand awareness. The existence of this commercial advertisement is to introduce new products from the Yamaha Classy Series consisting of the Yamaha Fazzio and Yamaha Filano. The method of implementing this final project includes interviews with the Yamaha Head Office Malang promotion division team, observations, and KPI analysis involving questionnaires and evaluation of advertising performance on Instagram. Before producing this advertisement, a SWOT analysis is needed. in order to know for sure Yamaha's position in the market and how copywriting can overcome the problem The results of the study show that well-designed copywriting can increase brand awareness and create a positive perception of the Yamaha Classy Series In addition, the results of the questionnaire distributed showed that more than 53% of respondents admitted to being interested in buying the product after watching the "Classykin Gayamu" advertisement. This statement clearly states that effective copywriting can influence purchasing decisions and is worthy of competing with other products in the market.