Analisis Peran Media Sosial dalam Membangun Citra Merek Clothing Brand: Rongsisi
Keywords:
Media Sosial, Citra Merek, Clothing Brand, Rongsisi, Strategi KontenAbstract
Penelitian ini bertujuan untuk menganalisis peran media sosial dalam membangun citra merek pada clothing brand "Rongsisi". Metode penelitian yang digunakan adalah metode kualitatif deskriptif, dengan pengumpulan data melalui wawancara mendalam dan observasi aktivitas media sosial brand tersebut. Hasil penelitian menunjukkan bahwa media sosial memainkan peran penting dalam membangun identitas dan reputasi brand, melalui strategi konten, interaksi dengan konsumen dan konten testimoni.. Penggunaan media sosial yang efektif dapat meningkatkan kesadaran merek dan loyalitas konsumen
References
Aji, P., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91-104. https://doi.org/10.5267/j.ijdns.2020.3.005
Bernarto, I., Berlianto, M. P., Palupi, Y. F. C., Meilani, M., Masman, R. R., & Suryawan, I. N. (2020). The influence of brand awareness, brand image, and brand trust on brand loyalty. Jurnal Manajemen, 3(2), 23-28. https://doi.org/10.1234/jman.2020.32002
Ibrahim, B., Aljarah, A., & Sawaftah, D. (2021). Linking social media marketing activities to revisit intention through brand trust and brand loyalty on the coffee shop Facebook pages: Exploring sequential mediation mechanism. Sustainability, 13(4), 2277.https://doi.org/10.3390/su13042277
Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139-2146.https://doi.org/10.5267/j.msl.2020.3.004
Hermanda, A., Sumarwan, U., & Tinaprilla, D. N. (2019). The effect of social media influencer on brand image, self-concept, and purchase intention. Journal of Consumer Sciences, 4(2), 76-89.https://doi.org/10.29244/jcs.4.2.76-89
Tuten, T. L., & Solomon, M. R. (2020). Social media marketing (4th ed.). Sage Publications.
Mulitawati, I. M., & Retnasary, M. (2020). Strategi komunikasi pemasaran dalam membangun brand image melalui sosial media Instagram: Studi kasus deskriptif analisis citra merk melalui strategi branding media sosial Instagram Universitas Negeri Jakarta. Jurnal Ilmiah Komunikasi, 9(1), 34-45.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Rangga Eka Saputra , Lia Nirawati
This work is licensed under a Creative Commons Attribution 4.0 International License.
