Aktivitas Pemasaran Media Sosial terhadap Citra Merek Sepatu Kompas
DOI:
https://doi.org/10.37385/msej.v4i6.3669Keywords:
aktivitas pemasaran media sosial, Instagram, citra merek, Sepatu CompassAbstract
Media sosial merupakan salah satu alternatif sarana pemasaran bagi bisnis fesyen UMKM. Pada kuartal pertama tahun 2023, terdapat 167 juta pengguna media sosial di Indonesia. Hal ini menunjukkan bahwa media sosial, seperti Instagram, sering digunakan dalam memasarkan produk suatu brand. Compass Shoes merupakan salah satu merek sepatu lokal yang melakukan branding di media sosial, seperti Instagram. Penelitian ini meneliti pengaruh kegiatan pemasaran media sosial di Instagram. Berdasarkan wawancara dan 120 kuesioner yang diisi oleh responden, menunjukkan bahwa aktivitas social media marketing memiliki pengaruh sebesar 67,5% terhadap brand image Compass Shoes. Nilai uji koefisien korelasi menunjukkan hasil yang positif, artinya citra merek akan meningkat jika aktivitas social media marketing meningkat. Melalui dimensi entertainment dapat meningkatkan aktivitas social media marketing dengan cara menggunakan fitur-fitur yang tersedia di Instagram, memberikan games berhadiah bagi followers, dan mengutamakan keinginan konsumen untuk meningkatkan brand image dengan cara melakukan pendekatan kepada followers dan konsumen sepatu Compass.
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