ANALISIS KONTEN PEMASARAN BRAND FESYEN LOKAL DI MEDIA SOSIAL DALAM MEMBENTUK ENGAGEMENT (Studi Kasus Pada Akun Instagram Kaos Nyenyes)

SARI, ADELIA KURNIA and Santoso, Anang Dwi and Adam, Ryan (2022) ANALISIS KONTEN PEMASARAN BRAND FESYEN LOKAL DI MEDIA SOSIAL DALAM MEMBENTUK ENGAGEMENT (Studi Kasus Pada Akun Instagram Kaos Nyenyes). Undergraduate thesis, Sriwijaya University.

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Abstract

Fashion products (fashion) are currently very diverse, from global brands to local brands. Fashion products are products that are sought after when someone is shopping online on social media. Local brands need to make the right strategy to survive and match global brands. Instagram as the most widely used social media is the right choice for marketing media by providing content that can attract consumers' attention. One of the local brands on Instagram is Kaos Nyenyes (@kaosnyenyes). This study aims to analyze the engagement of various types of Kaos Nyenyes contests on Instagram. The researcher uses a quantitative approach with the research method used, namely the Quantitative Content Analysis method with a descriptive approach to uploading Instagram content @kaosnyenyes. The population in this research is Kaos Nyenyes Instagram uploads in the period 1 May 2022 – 30 June 2022 with a total population of 177 uploads. The results showed that in the period 1 May 2022 – 30 June 2022 Kaos Nyenyes had a high engagement in the single photo category, classic and expressive visual aesthetics, lean modality presentation modality, and the visualization of the Cerita Palembang product. Keywords: Local Brand, Engagement, Instagram, Content.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Lokal, Engagement, Instagram, Konten.
Subjects:	H Social Sciences > H Social Sciences (General) P Language and Literature > PN Literature (General) > PN4699-5650 Journalism. The periodical press, etc.
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Adelia Kurnia Sari
Date Deposited:	28 Mar 2023 02:27
Last Modified:	28 Mar 2023 02:27
URI:	http://repository.unsri.ac.id/id/eprint/91702

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