Nyimak: Journal of Communication
Vol 6, No 1 (2022): Nyimak: Journal of Communication

Social Media Optimization Strategy for Local Fashion Brand Development

Tuti Widiastuti (Universitas Bakrie)
Adrian Arditiar (Universitas Bakrie)
Akbar Fauzan Rambe (Universitas Bakrie)
Eartha Annafi Rasjiddin (Institut Teknologi Sepuluh November (ITS))



Article Info

Publish Date
13 Mar 2022

Abstract

The development of communication, technology, and the economy in Indonesia encourages the development of promotional activities itself, the birth of various platforms to carry out promotional activities makes competition in business more stringent. Manufacturers are trying to attract the hearts of consumers. Based on this phenomenon, marketing media is needed to be able to reach a wider target market. One of the marketing media that is currently being used is through social media. The purpose of this study is to measure the effect of Instagram ads and celebrity endorsements have on buying interest in local brands. The research uses a quantitative approach with a survey method. Data was collected by distributing questionnaires to respondents.Keywords: Social media optimization, instagram ads, celebrity endorsements, buying interest, local fashion brandsĀ ABSTRAKPerkembangan komunikasi, teknologi, dan ekonomi di Indonesia mendorong perkembangan kegiatan promosi itu sendiri, lahirnya berbagai platform untuk menjalankan kegiatan promosi membuat persaingan dalam berbisnis menjadi lebih ketat. Para produsen berusaha untuk menarik hati konsumennya. Berdasarkan fenomena tersebut, diperlukan media untuk menjangkau target pasar yang lebih luas. Salah satu media pemasaran yang saat ini digunakan adalah melalui media sosial. Tujuan dari penelitian ini adalah untuk mengukur pengaruh instagram ads dan endorsement selebgram. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada responden.Kata Kunci: Optimasi media sosial, instagram ads, endorsment selebgram, minat beli, brand fashion lokal.

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Journal Info

Abbrev

nyimak

Publisher

Subject

Humanities Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

Description

Nyimak: Communication Journal to encourage research in communication studies. The focus of this journal are: Public Relations, Advertising, Broadcast, Political Communication, Cross-cultural Communication, Business Communication, and Organizational ...