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All Journal Jurnal Studi Komunikasi SINERGI: Jurnal Ilmiah Ilmu Manajemen
Vidal, Mateo Jose A.
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Arts Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Co-branding of compass shoes on social networks Basit, Abdul; Munfarida, Siti; Rully; Vidal, Mateo Jose A.
Jurnal Studi Komunikasi Vol. 5 No. 2 (2021)
Publisher : Faculty of Communications Science, Dr. Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/jsk.v5i2.3759

Abstract

Today's competition requires each product to develop a co-branding strategy in reaching the market, especially in the digital era where social networking is a space to build brand identities. So this research was conducted to find out how to co-brand Compass Shoes on social networks. To find out how much influence the co-branding variable has on social networks, seen from the dimensions of social networks by measuring social networks—using a quantitative-explanatory methodology, a data collection using a random questionnaire with a total of 398 respondents who meet the characteristics of the sample. The results of this study have a hypothesis where the exogenous variable, namely co-branding, has a significant effect on the endogenous variable, namely social networking. Creating co-branding, of course, must have a strong strategy in innovation and be able to understand consumer desires by providing collaboration space to build a shared identity.
Co-branding of compass shoes on social networks Basit, Abdul; Munfarida, Siti; Rully, Rully; Vidal, Mateo Jose A.
Jurnal Studi Komunikasi Vol. 5 No. 2 (2021)
Publisher : Faculty of Communications Science, Dr. Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/jsk.v5i2.3759

Abstract

Today's competition requires each product to develop a co-branding strategy in reaching the market, especially in the digital era where social networking is a space to build brand identities. So this research was conducted to find out how to co-brand Compass Shoes on social networks. To find out how much influence the co-branding variable has on social networks, seen from the dimensions of social networks by measuring social networks—using a quantitative-explanatory methodology, a data collection using a random questionnaire with a total of 398 respondents who meet the characteristics of the sample. The results of this study have a hypothesis where the exogenous variable, namely co-branding, has a significant effect on the endogenous variable, namely social networking. Creating co-branding, of course, must have a strong strategy in innovation and be able to understand consumer desires by providing collaboration space to build a shared identity.
THE INFLUENCE OF THE DARE TO BE BARE CAMPAIGN ON BRAND IMAGE ON INSTAGRAM @RAIKUBEAUTY Octaviana, Vanisha; Susilo, Daniel; Vidal, Mateo Jose A.
Sinergi : Jurnal Ilmiah Ilmu Manajemen Vol. 11 No. 2 (2021)
Publisher : Economic and Bussiness Faculty, Dr Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (842.085 KB) | DOI: 10.25139/sng.v11i2.4136

Abstract

A woman's beauty comes from within, not from the outside. Raiku Beauty is able to establish itself amid its long-established beauty product competitors, despite its youth. Through @RaikuBeauty, Raiku Beauty uses Instagram to transmit messages and communicate a product in order to establish a brand image. The goal of this research was to determine whether there is an effect of @Raikubeauty Instagram social media content on the dare to be bare campaign on the Image Raiku brand. Quantitative explanatory research is used, including data collection techniques in the form of surveys. The population consisted of @Raikubeauty followers, with a sample size of 395 responses calculated using the Taro Yamane formula, and the hypothesis was tested using simple linear regression. The findings of hypothesis testing suggest that social media content on Instagram regarding the campaign dare to be bare has a substantial effect on brand image by 60.2 percent. This suggests that the dimensions of campaign-related social media material have an impact on brand image.
Co-Authors Abdul Basit Daniel Susilo, Daniel Munfarida, Siti Octaviana, Vanisha Rully RULLY RULLY, RULLY