Analisis Brand Image Melalui Instagram (Studi Kasus pada Instagram @Erspo.Official)
DOI:
https://doi.org/10.30651/jms.v10i1.25498Abstract
Brand image adalah persepsi yang terbentuk di benak konsumen mengenai suatu merek, yang bisa dipengaruhi oleh berbagai faktor seperti pengalaman, informasi, dan interaksi yang diperoleh melalui media. Erspo merupakan merek yang fokus pada produk fashion dan gaya hidup yang menargetkan segmen pasar muda dan dinamis yang juga memanfaatkan media sosial Instagram untuk membangun brand image merek. Penelitian ini bertujuan untuk mengetahui bagaimana brand image Erspo terbentuk di media sosial, khususnya melalui Instagram @erspo.official. Penelitian ini menggunakan metode kualitatif dengan melibatkan 30 orang penggemar Timnas Indonesia sebagai sampel untuk melakukan wawancara. Hasil penelitian ini menunjukkan bahwa: 1) Recognition: Erspo berhasil membangun citra merek melalui pengenalan yang kuat dengan desain logo minimalis dan elemen khas seperti lambang garuda, yang meningkatkan daya ingat merek. 2) Reputation: Erspo mendapat dukungan dari penggemar Timnas Indonesia melalui konten emosional, meskipun perlu peningkatan dalam menanggapi keluhan konsumen. 3) Affinity: Erspo berhasil menciptakan kebanggaan bagi penggemar, meskipun masih membutuhkan kepercayaan melalui ulasan. 4) Loyalty: Loyalitas konsumen terus tumbuh dengan adanya diskon dan dukungan terhadap produk lokal, namun peningkatan kualitas dan desain produk tetap menjadi faktor penting dalam memperkuat kesetiaan pelanggan.
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