Skripsi

ANALISIS ISI PESAN BRANDING KAOS NYENYES DALAM KONTEN INSTAGRAM SEBAGAI MEREK PAKAIAN LOKAL PALEMBANG

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The advancement of communication technology marked by the presence of social media such as Instagram is a new form of branding activities that display the visual image of the brand. Kaos Nyenyes is a local clothing brand that actively uses Instagram as its brand communication. This research aims to analyze the content of branding messages on the @kaosnyenyes feed in shaping the characteristics of its brand communication. The method in this research is qualitative content analysis with data obtained from observation and documentation from the period June 2023 to January 2024. This research uses David Aaker's brand identity system theory which consists of four aspects, namely brand as product, brand as person, brand as organization, and brand as symbol. The results showed that all four aspects of the brand identity system have been implemented, but the most prominent aspect is the brand as person aspect. In addition, Kaos Nyenyes emphasizes visual messages that feature cultural and linguistic nuances in its products. The brand as person aspect, namely customer appearance, is realized through interaction with customers through togetherness activities, discount promotions, giveaways, and quizzes about Palembang language expressions. Organizational association display is realized through educational content about Palembang culture and through sponsorship of cultural activities. Symbolic visual display evokes brand symbols that carry the voice of happiness through humor/parody about the social environment of Palembang people.

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Detail Information

Series Title

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Call Number

T1577452024

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sriwijaya., 2024

Collation

xv, 32 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

302.231 07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Prodi Ilmu Komunikasi

Specific Detail Info

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Statement of Responsibility

KA

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