PROFIL MEREK LOKAL FESYEN INDONESIA SELAMA PANDEMI COVID-19 2020

Magdalena Lestari Ginting, Ferdi Antonio, Asep Hermawan

Abstract


Brand memiliki peranan penting dalam menciptakan kepercayaan internal maupun eksternal, baik kepercayaan karyawan maupun kepercayaan pelanggan. Selama pandemic virus COVID-19 hal tersebut dilakukan dengan melakukan advokasi berkesinambungan melalui media social. Penelitian ini dilakukan untuk mencari tahu factor-faktor apa saja  yang berpengaruh terhadap eksistensi sebuah brand dan melihat bagaimana brand berpengaruh terhadap sebuah keputusan pembelian. Penelitian ini menggunakan metode penelitian kuantitatif dengan menyebarkan kuesioner kepada 500 responden yang menggunakan fashion dengan brand local. Kemudian dilanjutkan dengan melihat bagaimana penggunaan media social berpengaruh terhadap advokasi brand fashion local tersebut. Hasil dari penelitian ini diharapkan dapat memberikan gambaran mengenai factor-faktor apa saja yng berpengaruh terhadap sebuah brand local fashion dalam mempertahankan eksistensi nya, khususnya di masa pandemic. Demikian pula dapat memberikan gambaran seberapa besar sebuah brand berdampak terhadap keputusan pembelian

Keywords


Fesyen, Merek Lokal, Media Sosial, Keputusan Pembelian

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DOI: https://doi.org/10.33758/mbi.v16i3.1367

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