ANALISIS KONTEN STRATEGI KOMUNIKASI PEMASARAN BRAND ERIGO MELALUI MEDIA SOSIAL INSTAGRAM PADA EVENT NEW YORK FASHION WEEK SPRING/SUMMER 2022

AJI, M. RIZKI TRI and Nomaini, Faisal and Saraswaty, Erlisa (2022) ANALISIS KONTEN STRATEGI KOMUNIKASI PEMASARAN BRAND ERIGO MELALUI MEDIA SOSIAL INSTAGRAM PADA EVENT NEW YORK FASHION WEEK SPRING/SUMMER 2022. Undergraduate thesis, Sriwijaya University.

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Abstract

Recently Brand Erigo managed to get the opportunity as a Local Brand representing Indonesia in one of the world's leading fashion shows, namely New York Fashion Week Spring/Summer 2022. As a local fashion brand that is currently popular and actively marketing through social media Instagram, making Erigo must have the right marketing communication strategy to be used at this influential Event and to survive in the midst of intense competition. This study looks at how Brand Erigo's marketing communication strategy through social media Instagram at the New York Fashion Week Spring/Summer 2022 Event. In this study, researchers used the 4c Theory of Social Media Marketing According to Chris Heuer with the method used in this study is Quantitative Content Analysis with descriptive approach. The results show that in the context dimension Brand Erigo provides uploads that attract attention and provide information. Then on the communication dimension, Brand Erigo applies the content of persuasive messages, uses language, and goes both ways. Furthermore, in the collaboration dimension, Brand erigo uses Instagram features and partner relationships. After that, Brand Erigo builds follower response and engagement performance. Follower response and engagement performance are the most powerful elements in Brand Erigo's marketing communication strategy through Instagram social media.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Analisis Konten, Komunikasi Pemasaran, Erigo
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: 07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User: M. Rizki Tri Aji
Date Deposited: 13 Sep 2022 04:55
Last Modified: 13 Sep 2022 04:55
URI: http://repository.unsri.ac.id/id/eprint/78656

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