STRATEGI KOMUNIKASI PEMASARAN DALAM MEMBANGUN BRAND IMAGE FASHION LOKAL GEN Z - Najwa Aurilia, Virgiva; Novita, Sophia (Bandung Conference Series: Communication Management, 2026)
Abstract. Hellena Shoes is one of the local fashionistas that provides local shoe products among Gen Z in building a brand image. This store was able to survive and adapt in the midst of changes in consumer behavior in the digital era, as well as in the era of Cibaduyut conditions that began to lose its reputation as a local shopping destination and had to compete with more modern shoe stores out there, causing people to be more interested and start shopping there. This research aims to find out the marketing process carried out by Hellena Shoes in building a local fashion brand image among Gen Z through offline and online marketing. This study uses a constructivist paradigm with a qualitative method and a case study approach. The data collection techniques used in this study are interviews, observations, and documentation. The theories used are Integrated Marketing Communication (IMC) Theory and 7P Marketing Mix Theory. The results show that Hellena Shoes builds its brand image through integrated offline and online marketing focused on Generation Z, supported by consistent visual branding, trend-based products, and responsive services, resulting in a modern, affordable, and relevant local brand image despite facing intense competition. Abstrak. Hellena Shoes menjadi salah satu fashion lokal yang menyediakan produk sepatu lokal di kalangan Gen Z dalam membangun brand image. Toko ini mampu bertahan dan beradaptasi di tengah perubahan perilaku konsumen di era digital, serta di era kondisi Cibaduyut yang mulai kehilangan reputasinya sebagai destinasi belanja lokal dan harus bersaing dengan toko-toko sepatu di luar sana yang lebih modern, menyebabkan masyarakat lebih tertarik dan mulai beralih belanja di sana. Penelitian ini bertujuan untuk mengetahui proses pemasaran yang dilakukan Hellena Shoes dalam membangun brand image fashion lokal di kalangan Gen Z melalui pemasaran offline dan online. Penelitian ini menggunakan paradigma konstruktivisme dengan metode kualitatif dan melalui pendekatan studi kasus. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah wawancara, observasi, dan dokumentasi. Teori yang digunakan adalah Teori Integrated Marketing Communication (IMC) dan Teori Marketing Mix 7P. Hasil penelitian yang telah dilakukan bahwa Hellena Shoes membangun brand image melalui pemasaran offline & online terpadu dengan fokus pada Gen Z, didukung visual branding konsisten, produk berbasis tren, dan pelayanan responsif, sehingga terbentuk citra brand lokal yang modern, terjangkau, dan relevan meski menghadapi persaingan ketat.