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Fauzan Azima
Universitas Andalas
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Journal : Jurnal Ilmu Sosial, Pendidikan Dan Humaniora

 1 
Strategi Komunikasi Pemasaran di Media Sosial Youtube dalam Membangun Professional Brand Image Alaika Amaly Khaira; Arfian Suryasuciramdhan; Dhiyandra Prasetya Gusti; Fauzan Azima; Rahma Aniq Aulia
JISPENDIORA Jurnal Ilmu Sosial Pendidikan Dan Humaniora Vol. 4 No. 1 (2025): April: Jurnal Ilmu Sosial, Pendidikan Dan Humaniora
Publisher : Badan Penerbit STIEPARI Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jispendiora.v4i1.2124

Abstract

The development of information and communication technology has brought significant transformation in marketing strategies, especially in building brand image professionally. One of the local products that utilize YouTube social media intensively is Sirup Marjan, which is widely known in Indonesia as a beverage product that is synonymous with the moment of Ramadan. This study aims to identify and analyze the role of Youtube social media in shaping Sirup Marjan's professional image through content strategy, utilization of social media platforms, and emotional approaches in its digital campaigns. This research uses a descriptive qualitative method with a literature study approach and observation of Marjan's digital activities on the YouTube platform. The results show that digital media is not only a promotional tool, but also a key tool in building emotional closeness with audiences, strengthening brand storytelling, and increasing consumer loyalty. Through consistent visualization, evocative narratives, and collaboration with influencers and content creators, Sirup Marjan has succeeded in shaping professional, relevant, and aspirational brand perceptions in the minds of consumers. In addition, the annual Ramadhan-themed campaign became a strategic momentum to strengthen the brand identity that is religious, and has a value of togetherness. The conclusion of this research shows that digital media plays an important role in the process of forming a strong and sustainable branding image, especially for products that want to maintain their existence and competitiveness in the digital era.
Co-Authors .M.S, Zarlis Adamsyach Prana Walidin Adharani, Yana Agus, Firdaus Agusmal, Deni Ahmad Fahmi Lim, Ahmad Fakhzan Lim Aisman Aisman Aji, Irfan Pandu Alaika Amaly Khaira Alfaridzi, Eko Alima Rizkia Hsb Amini, Hijratun Anak Agung Gede Sugianthara Anak Agung Istri Sri Wiadnyani Anesti Viantika Gea Anwar Kasim Aprialdho, Rivan April Laksana Apriliano, Yova Rezky Arafat, Andril Ardharani, Yana Arfian Suryasuciramdhan Ari Wibowo Sembiring Armenia, Armenia Aryadi Rachman Asmar, Sarah Asmira, Sepni Auzar Syarif Azhani Amran, Siti B P Priosoeryanto Cesar Welya Refdi D Muchtadi Daimon Syukri Dedi Masri Desniarti, Desniarti Dhiyandra Prasetya Gusti Diana Sylvi Diana Sylvi Dini Novita Sari Dwi, Gebi Sintia Elvinas, Rici Erizal Erizal F R Zakaria F. Failisnur Fachrur Rozi Fachrur Rozi Fajratul Yanda Felga Zulfia Radiana Felga Zulfia Rasdiana Gimnastiar, Nazar Habibie, Muhammad Fadhil Haeruddin Hafid Haramain, Genta Harmiyati Hasbullah Hasbullah Hasbullah Hasbullah Hendri Nurdin Heni Pujiastuti Heriyenni Heriyenni Heriyenni, Heriyenni Hijratun Amini Hijriyantomi Suyuthie Ikram, A. Aiyul Irzal Irzal Ismed Ismed Ismed Ismed Karim, Ahmad Khaira, Bunga Silvana Khairul Fahmi Sagala Laila Ali Tanjung Liganti, Rani Lola Amalia Sibarani Lucia Saraswati M Farhan Hidayatullah Magfirah, Magfirah Majahar Ali, Majid Khan Memanda, Freddy Metriadi, Metriadi Miati, Fenita Muhammad Alfiyansah Muhammad Iqbal Muhammad Zikri Mutia Sari, Shinta Najwatul Khoiriah Nanda, Ririn Fatma Neswati Neswati Netty Sri Indeswari Ninsix, Retti Novelina Novi Yanti, Silvia Novizar Nazir Novizar Novizar Novizar Novizar Novizar, Novizar Novridah Reanti Purba Nur Azizah Hrp Nurbaya Ambo, Sitti Okta Elviana Manurung Parlaungan Gabriel Siahaan Periadnadi Periadnadi Popy Meilina Purnama Dini Hari Qardhawi, Nadif Yusuf Rahma Aniq Aulia Rahmayani Rahmayani Rahmayani Rahmayani Rani Liganti Refky Genta Saputra Reni Koja Retti Ninsix Rhizqi Dwiputra Ramadhan Rina Yenrina Rini B RINI RINI Rini Rini Rini Rini Risanty, Rita Dewi Rully Mujiastuti Sahadi Didi Ismanto Sandonella Anggini Sarah Asmar Saraswati, Lucia Sayuti, Kesuma Sepni Asmira Sharla Setyawati Shinta Mutia Sari Silfeni Silfeni Siti Dhifah Umairah Supu, Ramli Surini Siswarjono Sutrisno, Mirza Syukri , Daimon Tuty Anggraini Ulsiani, Della Viantika Gea, Anesti Vlio Lina Monalisa Wan Ishak, Wan Rosli Wardah Sahrani Sibarani Wellyalina, Wellyalina Welya Refdi, Cesar Yanti, Herina Yolanda, Milda Yuneita Anisma YUSRA YUSRA Yusra Yusra Zaenal Muttaqin, Muchammad Zahran, Fikry Muhammad Zarlis .M.S Zulkurnain, Musfirah