Coverage of the Use of Biofuel J2.4 on Garuda Indonesia’s Brand Image and Brand Awareness

Maha Putri Indah Chandra Kirana; Deddy Irwandy; Jodi Quanandi

doi:10.55227/ijhess.v4i4.1527

Authors

Maha Putri Indah Chandra Kirana Department of Communication, Faculty of Communication Science, LSPR Institute of Communication & Business, Jakarta, Indonesia
Deddy Irwandy Department of Communication, Faculty of Communication Science, LSPR Institute of Communication & Business, Jakarta, Indonesia
Jodi Quanandi Department of Asymmetric Warfare, Faculty of Strategy and Defense, Indonesia Defense University

DOI:

https://doi.org/10.55227/ijhess.v4i4.1527

Keywords:

Garuda Indonesia, Bioavtur J2.4, Brand Image, Brand Awareness, Online Mass Media

Abstract

With the rise of digitalization, online mass media now plays a crucial role in communication and information dissemination, surpassing conventional media in building brand image and brand awareness. Garuda Indonesia leverages online mass media to enhance its brand image and brand awareness through the use of SAF Bioavtur J2.4 biofuel, a strategic move to address sustainability and environmental challenges. This study adopts a constructivism paradigm and is developed qualitatively through content analysis of news articles from six online media outlets (CNN Indonesia, Liputan6, Investor Daily, Kontan, Info Penerbangan, and Indo Aviation Plus) using Pan & Kosicki's framing devices model. The analysis is further supported by an interview with Ikhwan Hidayat, an aviation industry observer and passenger on Garuda Indonesia's inaugural commercial flight using SAF Bioavtur J2.4. The findings reveal that all articles in the six online media outlets have a positive tone, highlighting the success of the SAF Bioavtur J2.4 trial, the collaboration between Garuda Indonesia, Pertamina, and other stakeholders, and the contributions to decarbonization and green energy. Additionally, it was found that only CNN referred to this achievement as a “national accomplishment,” while others regarded it merely as a company milestone; these helped strengthen Garuda Indonesia’s brand image. Furthermore, Garuda Indonesia's brand awareness is positioned at the “priority” level.

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