STRATEGI KOMUNIKASI PEMASARAN RE-BRANDING THRIFTING BERBASIS MEDIA SOSIAL INSTAGRAM: Studi Kasus Pada Brand Save and Shop

Miftahudin Ibrahim, - (2016) STRATEGI KOMUNIKASI PEMASARAN RE-BRANDING THRIFTING BERBASIS MEDIA SOSIAL INSTAGRAM: Studi Kasus Pada Brand Save and Shop. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Thrifting kini telah menjadi tren yang sangat menjamur di berbagai kalangan di Indonesia. Meski begitu, kini thrifting harus menghadapi tantangan besar yaitu regulasi pemerintah mengenai pelarangan impor baju bekas ilegal. Pada permasalahan ini Save and Shop yang merupakan pelaku usaha thrifting mampu meresponnya dengan baik dan menunjukkan peningkatan penjualannya walaupun sempat mengalami kesulitan. Kelihaian Save and Shop dalam merespon permasalahan ini tidak terlepas dari strategi komunikasi pemasaran rebranding yang mereka lakukan di media sosial Instagram mereka. Penelitian ini bertujuan untuk mengeksplorasi pemahaman Save and Shop terkait thrifting dan Instagram dan juga menganalisa strategi komunikasi pemasaran yang mereka terapkan sampai saat ini. Pendekatan penelitian yang digunakan yaitu pendekatan kualitatif dengan metode studi kasus. Pengambilan data dilakukan dengan cara wawancara langsung kepada jajaran direksi Save and Shop yaitu; CEO, CEO, Head Marketing, dan Content Creator. Hasil penelitian menunjukkan bahwa Save and Shop menggeluti thrifting sebagai bentuk kepedulian lingkungan dan respon terhadap tren fast fashion. Selain itu Save and Shop juga mengimplementasikan strategi komunikasi pemasaran rebrandingnya dengan menjadikan rebranding sebagai inti dari pesan komunikasi pemasaran mereka yang dikemas dalam konten marketing. Thrifting has now become a very big trend in various society in Indonesia. Even so, now thrifting has to face a big challenge, government regulations regarding the prohibition of importing illegal used clothes. On this problem, Save and Shop, which is a thrifting entrepreneur, was able to respond well and show an increase in sales, even though it had experienced difficulties. Save and Shop's shrewdness in responding to this problem is inseparable from the rebranding marketing communication strategy that they carried out on their Instagram social media. This study aims to explore Save and Shop's understanding of thrifting and Instagram and also analyze the rebranding marketing communication strategies they have implemented until now. The research approach used is a qualitative approach with a case study method. Data collection was carried out by direct interviews with the directors of Save and Shop, namely; CEO, CEO, Head Marketing, and Content Creator. The results of the study show that Save and Shop engages in thrifting as a form of environmental concern and response to fast fashion trends. In addition, Save and Shop also implemented its rebranding marketing communication strategy by making rebranding the core of their marketing communication messages packaged in marketing content.

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Official URL: https://repository.upi.edu/
Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?hl=en ID SINTA Dosen Pembimbing Ahmad Fahrul Muchtar: 6682543 Vidi Sukmayadi: 5975463
Uncontrolled Keywords: Thrifting, rebranding, Instagram, Pemasaran, Regulasi Pemerintah Thrifting, rebranding, Instagram, Marketing, Government Regulation
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi
Depositing User: Miftahudin Ibrahim
Date Deposited: 25 Nov 2024 06:54
Last Modified: 25 Nov 2024 06:54
URI: http://repository.upi.edu/id/eprint/128932

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