Pengaruh social media instagram usage dan gratification dalam membentuk brand love produk lokal '3Mongkis' pada kalangan dewasa awal = The influence of social media instagram usage and gratification in forming brand love for local products '3mongkis' among early adults

Najla, Shaleeka (2024) Pengaruh social media instagram usage dan gratification dalam membentuk brand love produk lokal '3Mongkis' pada kalangan dewasa awal = The influence of social media instagram usage and gratification in forming brand love for local products '3mongkis' among early adults. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Brand love atau kecintaan konsumen terhadap suatu merek merupakan konsep yang dapat menghasilkan banyak manfaat terutama dalam bidang pemasaran bagi perusahaan, seperti brand loyalty ataupun positive word of mouth. Karena itu, brand love menjadi konsep yang dapat diterapkan dalam bisnis yang dalam penggunaanya dapat memanfaatkan media sosial. Pembentukan brand love konsumen pada produk lokal bernama 3MONGKIS melalui media sosial Instagram yang bergerak dalam bidang fashion menjadi fokus dalam penelitian ini. Untuk itulah, diperlukan penelitian untuk mengetahui bagaimana pengaruh sosial media Instagram dalam membentuk brand love produk lokal 3MONGKIS pada kalangan dewasa awal. Penelitian ini menggunakan pendekatan kuantitatif yang pengumpulan data penelitian dilakukan dengan dua teknik, yaitu melalui kuesioner dan studi pustaka. Responden kuesioner merupakan kalangan dewasa awal berumur 20 sampai 40 tahun yang juga merupakan konsumen dari produk lokal 3MONGKIS. Hasil penelitian menunjukkan bahwa pemanfaatan media sosial Instagram sangat berpengaruh dalam membentuk brand love produk lokal 3MONGKIS pada kalangan dewasa awal./Brand love or consumer love for a brand is a concept that can produce many benefits, especially in the field of marketing for companies, such as brand loyalty or positive word of mouth. Therefore, brand love is a concept that can be applied in businesses that can utilise social media. The formation of consumer brand love for a local product called 3MONGKIS through Instagram social media which operates in the fashion sector is the focus of this research. For this reason, research is needed to find out the influence of Instagram social media in forming brand love for local products 3MONGKIS among young adults. This research uses a quantitative approach where research data collection is carried out using two techniques, namely through questionnaires and literature study. Questionnaire respondents are early adults aged 20 to 40 years who are also consumers of local 3MONGKIS products. The results of the research show that the use of social media Instagram is very influential in forming brand love for local products 3MONGKIS among young adults.

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