Jannah, Septia Rahmatul (2024) STRATEGI BRAND IDENTITY SYLMI BASIC MELALUI INSTAGRAM @sylmi.basic. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to analyze the brand identity strategy of Sylmi Basic through the Instagram platform @sylmi.basic. The method used is descriptive qualitative research with data collection through in-depth interviews and content analysis. The results showed that Sylmi Basic succeeded in building a strong brand identity by using elements of Kapferer's brand identity theory, such as physique, personality, culture, relationship, reflection, and self-image. The use of Instagram and TikTok social media is very effective in increasing brand awareness and engagement with consumers. In addition, the owner's role as an influencer also provides a competitive advantage in promotional activities. Active interaction with consumers through educational and inspirational content strengthens emotional connection and customer loyalty. Sylmi Basic also applies the principle of sustainability in its product packaging, which supports the positive image of the brand in the eyes of consumers. Keywords: Brand Identity, Social Media, Instagram, Local Fashion, Sustainability
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Septia Rahmatul Jannah | ||||||||
| Date Deposited: | 22 Jul 2024 03:55 | ||||||||
| Last Modified: | 22 Jul 2024 03:55 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/26856 |
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