Nuwayyar, Jilan Hanin (2024) STRATEGI BRAND LOYALTY FLICKA BAGS DI INSTAGRAM (Analisis Sense of Community pada Komunitas Dear Flicka Friends). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research analyzes the Sense of Community in the Dear Flicka Friends community as a Brand Loyalty strategy on Instagram. Dear Flicka Friends is an event community formed by a local Fashion brand, Flicka Bags, which provides good quality bag products at affordable prices. In the past, the existence of online communities in Indonesia was surrounded by local cosmetic brands that had a positive impact on the brand and its consumers. This prompted the formation of Dear Flicka Friends as a marketing strategy aimed at increasing closeness with Flicka Bags consumers. The purpose of this study is to determine consumer Brand Loyalty on Instagram through the Dear Flicka Friends Sense of Community method. The research method used is qualitative with data collection techniques of observation, interviews, and documentation. Data analysis was carried out, namely using the theory of McMillan & Chavis, Sense of Community. The results showed that of the 4 community values in Dear Flick Friends, it was found that Fulfillment of Needs was felt by all members with Influence on product sales. However, the presence of Emotional Connections and Sense of Membership is felt, but not thoroughly because there is no strengthening of the community membership system. Nonetheless, Brand Loyalty is still found in the attraction after participating in Dear Flicka Friends activities.
| 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: | Jilan Hanin Nuwayyar | ||||||||
| Date Deposited: | 31 May 2024 02:50 | ||||||||
| Last Modified: | 31 May 2024 02:50 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/23596 |
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