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All Journal MediaKom : Jurnal Ilmiah Ilmu Komunikasi
Haeriyah, Yayah
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Languange, Linguistic, Communication & Media Social Sciences

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REAKING INTO THE WORLD THROUGH INSTAGRAM: THE SECRET TO ERIGO’S SUCCESS IN THE GLOBAL MARKET Haeriyah, Yayah; Mulyana, Ahmad
MediaKom : Jurnal Ilmiah Komunikasi Vol 15, No 2 (2025): Mediakom Jurnal Ilmiah Ilmu Komunikasi
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/mediakom.v15i2.29390

Abstract

Erigo’s participation in New York Fashion Week was a strategic move to enhance the international profile of Indonesian fashion products. The event attracted significant attention on social media, particularly Instagram, and leveraged Indonesian consumers’ interest in internationally associated products. A sense of pride, along with increased brand awareness and positive domestic brand perception, emerged from Erigo’s participation. Erigo successfully demonstrated that an active presence on social media—especially Instagram—is essential for increasing brand awareness, enhancing customer engagement, and boosting sales. Using a qualitative case study method involving observation, interviews, and documentation, this research aims to analyze Erigo’s marketing strategies in improving brand awareness in Indonesia. The findings indicate that Erigo implemented consistent, integrated, and audience-focused communication by combining Integrated Marketing Communication (IMC) strategies with the AISAS approach. 
Co-Authors Ahmad Mulyana