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All Journal Nawasena: Jurnal Ilmiah Pariwisata Jurnal Ilmiah Teknik Informatika dan Komunikasi Tuturan: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Studi Administrasi Publik dan ilmu Komunikasi
Muhamad Sobahri
Unknown Affiliation
Humanities Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Social Sciences

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Journal : Jurnal Ilmiah Teknik Informatika dan Komunikasi

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Strategi Hubungan Pelanggan dalam Membangun Persepsi Citra Merek di Kalangan Generasi Z pada Brand Gozeal Ridho Rahmatulloh; Arfian Suryasuciramdhan; Muhamad Sobahri; Alif Kusuma Wardana
Jurnal Ilmiah Teknik Informatika dan Komunikasi Vol. 5 No. 1 (2025): Maret-Juni : Jurnal Ilmiah Teknik Informatika dan Komunikasi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/juitik.v5i1.1184

Abstract

This study aims to explore the Customer Relationship Management (CRM) strategies implemented by Gozeal, a local Indonesian fashion brand, in shaping a positive brand image among Generation Z. Using a descriptive qualitative approach, data were collected through interviews, social media observation, and digital documentation. The findings indicate that Gozeal effectively builds emotional engagement through two-way digital interactions, relevant storytelling, collaborations with influencers, and community-based activities. These strategies have successfully shaped a brand image perceived as creative, trendy, and communicative—aligned with Generation Z’s values such as originality, self-expression, and participation. The study emphasizes the importance of authentic, personalized, and interactive marketing approaches in fostering brand loyalty and a positive brand perception in the digital era.
Co-Authors Aldo Savero Zahran Alif Kusuma Wardana Alip Kusuma Wardana Andi Muhammad Fauzan Baso April Laksana Arfian Suryasuciramadhan Arfian Suryasuciramdhan Fajarwati, Noerma Kurnia Muhamad Fauzan Kurniawan Raihan Fariz Syaban Ridho Rahmatulloh