ANALISIS ISI PESAN BRANDING KAOS NYENYES DALAM KONTEN INSTAGRAM SEBAGAI MEREK PAKAIAN LOKAL PALEMBANG

KAYADU, STEPHANUS CAVIN and Andarini, Rindang Senja and Adam, Ryan (2024) ANALISIS ISI PESAN BRANDING KAOS NYENYES DALAM KONTEN INSTAGRAM SEBAGAI MEREK PAKAIAN LOKAL PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The advancement of communication technology marked by the presence of social media such as Instagram is a new form of branding activities that display the visual image of the brand. Kaos Nyenyes is a local clothing brand that actively uses Instagram as its brand communication. This research aims to analyze the content of branding messages on the @kaosnyenyes feed in shaping the characteristics of its brand communication. The method in this research is qualitative content analysis with data obtained from observation and documentation from the period June 2023 to January 2024. This research uses David Aaker's brand identity system theory which consists of four aspects, namely brand as product, brand as person, brand as organization, and brand as symbol. The results showed that all four aspects of the brand identity system have been implemented, but the most prominent aspect is the brand as person aspect. In addition, Kaos Nyenyes emphasizes visual messages that feature cultural and linguistic nuances in its products. The brand as person aspect, namely customer appearance, is realized through interaction with customers through togetherness activities, discount promotions, giveaways, and quizzes about Palembang language expressions. Organizational association display is realized through educational content about Palembang culture and through sponsorship of cultural activities. Symbolic visual display evokes brand symbols that carry the voice of happiness through humor/parody about the social environment of Palembang people.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Instagram, Komunikasi, Konten, Media Sosial, Penjenamaan
Subjects:	L Education > L Education (General) > L7-991 Education (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Stephanus Cavin Kayadu
Date Deposited:	20 Sep 2024 08:49
Last Modified:	20 Sep 2024 08:49
URI:	http://repository.unsri.ac.id/id/eprint/157745

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