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All Journal Responsive: Jurnal Pemikiran dan Penelitian Administrasi, Sosial, Humaniora dan Kebijakan Publik
Arisandi, Nanda Faras
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Humanities Economics, Econometrics & Finance Education Environmental Science Social Sciences

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EVENT MARKETING DAN SOCIAL MEDIA PADA BRAND READY TO WEAR "BERTJORAK" BANDUNG Perkasa, Teguh Putra; Novel, Nurillah Jamil Achmawati; Arisandi, Nanda Faras
Responsive: Jurnal Pemikiran Dan Penelitian Administrasi, Sosial, Humaniora Dan Kebijakan Publik Vol 6, No 3 (2023): Responsive: Jurnal Pemikiran Dan Penelitian Administrasi, Sosial, Humaniora Dan
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/responsive.v6i3.51585

Abstract

Bisnis Fesyen sudah sangat menjamur di Indonesia khususnya di Kota Bandung. Untuk itu merk fesyen memiliki strategi yang berbeda-beda dalam melakukan aktivasi mereka. Penelitian ini bertujuan untuk mengetahui aktivasi event marketing dan social media yang dilakukan oleh brand ready to wear Bertjorak. Narasumber penelitian ini adalah Jeannerie Jessica selaku owner dari brand ready to wear Bertjorak. Penelitian ini menggunakan metode kualitatif dengan teknik pengumpulan data dan teknik analisis data penelitian ini mengumpulkan data dari event marketing dan social media yang dilakukan brand ready to wear bertjorak. Penelitian ini menunjukan, menurut Jeannnerie selaku owner bertjorak mengakatan bahwa event marketing dan social media berpengaruh terhadap pengenalan merk dan niat beli konsumen terhadap merk. Fashion business has greatly flourished in Indonesia, particularly in the city of Bandung. Various fashion brands employ different strategies for their activations. This research aims to explore the event marketing and social media activation carried out by the ready-to-wear brand Bertjorak. The interviewee for this study is Jeannerie Jessica, the owner of the Bertjorak ready-to-wear brand.Employing a qualitative method, data collection techniques, and data analysis techniques, this research gathers information on the event marketing and social media efforts undertaken by the Bertjorak brand. The study reveals that, according to Jeannerie as the owner of Bertjorak, both event marketing and social media significantly influence brand recognition and consumer purchase intent towards the brand.
Co-Authors Nurillah Jamil Achmawati Novel Perkasa, Teguh Putra