Fazilla, Ayu (2024) STRATEGI PRODUK BRANDING UWAIS HIJAB PADA INSTAGRAM @UWAISHIJAB_OFFICIAL. S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
This research is motivated by the muslim clothing brand Uwais Hijab which builds differentiators with similar brands or competitors in Instagram content. It aligns with the concept of branding in the aspect of building a differentiator from competitors. This study aims to determine how product Branding as a marketing strategy Uwais Hijab on instagram @uwaishijab_official based on the concept of branding McNally and Speak. this research uses case study method with descriptive qualitative approach. From this study it can be concluded that Uwais hijab perform a variety of strategies in implementing the third element of branding, namely: 1. Characteristic, Uwais Hijab strives to form a distinctive feature in its brand by producing content that contains messages of Da'wah implicitly or messages of Da'wah education openly. 2. Relevance, Uwais Hijab transforms through 3 ways, namely the relevance of the product story background with content, the relevance of the product story background with models and the relevance of the product story and content with captions. 3. Consistency, Uwais Hijab strives to consistently have the characteristics of content in 3 ways, namely content planning, planting the principles of amal jariyah, and being selective in the selection of content teams.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini dilatarbelakangi oleh merek pakaian muslim Uwais Hijab yang membangun pembeda dirinya dengan merek sejenis atau kompetitor dalam konten instagramnya. Ini selaras dengan konsep branding dalam aspek membangun pembeda dari pesaing. Penelitian ini bertujuan untuk mengetahui bagaimana Product Branding sebagai Strategi pemasaran Uwais Hijab pada instagram @uwaishijab_official berdasarkan konsep branding McNally dan Speak. penelitian ini menggunakan metode studi kasus dengan pendekatan kualitatif deskriptif. Dari penelitian ini dapat disimpulkan bahwa Uwais hijab melakukan beragam strategi dalam menerapkan elemen ketiga branding yaitu: 1. Ciri khas, Uwais Hijab berusaha untuk membentuk ciri khas pada mereknya dengan memproduksi isi konten yang memuat pesan dakwah secara tersirat maupun pesan edukasi dakwah secara terang-terangan. 2. Relevansi, Uwais Hijab merelevansikan melalui 3 cara, yaitu Relevansi latar belakang cerita produk dengan Konten, relevansi latar belakang cerita produk dengan Model dan relevansi cerita produk dan konten dengan caption. 3. Konsistensi, Uwais Hijab berupaya untuk konsisten memiliki ciri khas konten dengan 3 cara yaitu adanya perencanaan konten, penanaman prinsip amal jariyah, dan selektif dalam pemilihan tim konten. | |||||||||
| Uncontrolled Keywords: | Branding Strategy, Uwais Hijab, Branding Theory McNally & Speak. Strategi Branding, Uwais Hijab, Teori Branding McNally & Speak | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
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| Depositing User: | Ayu Fazilla | |||||||||
| Date Deposited: | 20 Aug 2024 10:40 | |||||||||
| Last Modified: | 20 Aug 2024 10:40 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/39845 |
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