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Halimah, Adzira Rahma
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Social Sciences

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Analisis Media Monitoring terhadap Brand Fashion Lokal 3Second pada Maret-April 2024 Halimah, Adzira Rahma
Jurnal Riset Komunikasi (JURKOM) Vol. 7 No. 2 (2024): Agustus 2024
Publisher : Asosiasi Pendidikan Tinggi Ilmu Komuniasi (ASPIKOM) Wilayah Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38194/jurkom.v7i2.1036

Abstract

Competition among local fashion brands in Indonesia can be said to be quite intense. Various brands try to always invade their sustainability by adopting strategies that utilize the internet in everything. This includes the 3Second brand which released the Not So Old School collection in mid-March 2024 by collaborating with influencers, holding a unique “Baju Gratis untuk Kamu” program at the end of March 2024 and social media activation. This resulted in electronic Word of Mouth (eWOM) on social media and online news. Therefore, media monitoring is needed to measure the eWOM. This research aims to find out brand insight into the release of the Not So Old School collection, especially during the “Baju Gratis untuk Kamu” program, so monitoring was carried out on March 26-April 25, 2024. Netnography was chosen as the type of research method this time by using media monitoring analytical tools, namely Brand24. Media monitoring analysis was conducted on TikTok, Twitter (X), Video, News, Blog, and Website. The results of media monitoring show that the most positive sentiment, reach, and mentions obtained by 3Second all occurred in week 1, which is March 26-April 2, 2024 and 3Second is in 2nd place when compared to other local distro fashion brands for the mentions achieved.
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