Penggunaan instagram oleh chocochips boutique dalam membentuk brand image = The use of instagram by choco chips boutique in forming a brand image

Laiwa, Jessica Clarissa (2019) Penggunaan instagram oleh chocochips boutique dalam membentuk brand image = The use of instagram by choco chips boutique in forming a brand image. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (382kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (557kB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (347kB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (19MB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (976kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)

Abstract

Seiring perkembangan teknologi, terjadi perubahan pola berbelanja di masyarakat yang beralih ke ranah online. Sehingga Chocochips Boutique hadir sebagai brand fesyen yang berbasis online dan offline. Untuk dapat bersaing dengan kompetitornya, Chocochips Boutique harus memiliki brand image yang positive dan menunjukkan value value mereka sendiri yang berbeda dari brand lain. Sehingga penting untuk memilih media yang tepat dalam membentuk brand image, yaitu dengan penggunaan media sosial Instagram. Penggunaan Instagram tidak lepas dari segala kelebihan yang dimilikinya, termasuk fitur fitur yang dimiliki seperti kamera, LIVE Instagram, Instastory, explore, tag & hashtag, caption, dll. Dengan menggunakan Instagram, komunikasi dengan konsumen akan lebih efektif karena komunikasi yang terjalin berlangsung dua arah dan tidak hanya melalui pesan teks tetapi juga dalam bentuk foto dan video. Sehingga dari berbagai fitur-fitur dan kelebihan Instagram ini nantinya akan mengakomodir terbentuknya brand image positive Chocochips dengan menggunakan media sosial Instagram. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode analisis studi kasus. Pengumpulan data penelitian dilakukan dengan wawancara dan observasi sebagai sumber data primer. Hasil penelitian menunjukkan bahwa penggunaan Instagram khususnya fitur fitur Instagram berperan dalam pembentuk brand image Chocochips Boutique. Selain itu juga penggunaan Instagram berhasil dalam memperlihatkan value value dari brand Chocochips boutique di benak konsumen. / Along with the technological development, there is a changing on consumers habit for shopping. Therefore Chocochips Boutique come to provide the customer needs by online and offline store. To be compete with other fashion E-Commerce, Chocochips Boutique should have a positive brand image and also can shows their value that make them different from other brand. So its really important to choose an effective media that can forming the positive brand image perfectly, that is with the use of Instagram. The using of Instagram is because of all the ability, the features such as camera, LIVE Instagram, instastory, explore, tag & hashtag, caption, etc. With the use of Instagram, the communication with the customer can be more effective because the communication runs into 2 direction and the message not only by text but also by photo and video. So from all the features and the ability of Instagram, it can be forming the positive brand image of Chocochips boutique by using Instagram. This study uses a descriptive qualitative approach with the case study analysis method. Data collection is done through interviews and observations as the primary data sources. The results showed that the use of Instagram especially the features of Instagram can be use to forming the brand image of Chocochips Boutique. And also by using Instagram, it can be shows the value of brand Chocochips Boutique in customers mind.

Actions (login required)

View Item