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All Journal Medium : Jurnal Ilmiah Fakultas Ilmu Komunikasi
Shafira Nafsa
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Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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Electronic Word Of Mouth Brand Lokal Clothing Dengan Hashtag #Jakcloth Pada Media Sosial Instagram Shafira Nafsa; Wahyuni, Itca Istia
Medium: Jurnal Ilmiah Fakultas Ilmu Komunikasi Vol 10 No 2 (2022): Medium: Jurnal Ilmiah Fakultas Ilmu Komunikasi Universitas Islam Riau
Publisher : Fakultas Ilmu Komunikasi Universitas Islam Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25299/medium.2022.vol10(2).10181

Abstract

Electronic word of mouth communication activities mark a shift from traditional communication to fast and global digital communication. This makes an opportunity or electronic word of mouth communication opportunity that can be used by companies as a step to promote a local clothing brand event. Jakarta Clothing is one of the companies that always maintains its existence by conducting regular campaigns through #JakCloth. The information provided by Jakarta Clothing can be conveyed and accepted by the wider community thanks to posts about #JakCloth made on the social media platform Instagram. This study aims to obtain findings and describe the electronic word of mouth of local clothing brands by #JakCloth on Instagram social media. The research method used is descriptive qualitative with a constructivism paradigm and data collection using interview techniques. he results of this study show that the quality of electronic word of mouth has gone viral but there is no specific concept and form designed for messaging activities #JakCloth. The quantity of electronic word of mouth #JakCloth has scheduling every day so that it can find out the interactions caused by followers, but there is no media monitoring scheme to find out the number of negative comments and photo tags. The credibility of the electronic word of mouth already has expertise in conveying #JakCloth messages, and has the trust of its followers.
Co-Authors Itca Istia Wahyuni