CULTURAL BRANDING IN INSTAGRAM VISUAL CONTENT FOR LOCAL PRODUCTS IN INDONESIA
At present, Indonesian local products have a quality that is not inferior to imported products. This is due to the development of technology, raw materials, human resource potential and the creativity of Indonesian society that continues to develop. With these qualities, the local company needs strong branding to improve its image and win the hearts of Indonesian consumers who tend to like foreign products, which are more prestigious. Some companies have done branding in their promotions; one of them is by doing a cultural branding strategy. This strategy involves the habits and traditions of the local community in the hope of increasing brand loyalty so that it affects purchasing decisions. In this writing, the author analyzes the cultural branding strategy through the Instagram visual content of several local Indonesian products, to find out the effectiveness of this strategy in influencing consumers. The method used is a descriptive qualitative method by gathering information about visual content that is owned by three samples of local Nusantara product companies. The results of the analysis state that cultural branding through Instagram's visual content is felt to be effective in building brand image and increasing consumer nationalism so that it influences purchasing decisions that lead to increased product sales.
Copyright (c) 2020 Made Arini Hanindharputri, I Gusti Ngurah Gede Gitayogi Irhandi
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