Analisis Media Monitoring terhadap Brand Fashion Lokal 3Second pada Maret-April 2024
Abstract
Competition among local fashion brands in Indonesia can be said to be quite intense. Various brands try to always invade their sustainability by adopting strategies that utilize the internet in everything. This includes the 3Second brand which released the Not So Old School collection in mid-March 2024 by collaborating with influencers, holding a unique “Baju Gratis untuk Kamu” program at the end of March 2024 and social media activation. This resulted in electronic Word of Mouth (eWOM) on social media and online news. Therefore, media monitoring is needed to measure the eWOM. This research aims to find out brand insight into the release of the Not So Old School collection, especially during the “Baju Gratis untuk Kamu” program, so monitoring was carried out on March 26-April 25, 2024. Netnography was chosen as the type of research method this time by using media monitoring analytical tools, namely Brand24. Media monitoring analysis was conducted on TikTok, Twitter (X), Video, News, Blog, and Website. The results of media monitoring show that the most positive sentiment, reach, and mentions obtained by 3Second all occurred in week 1, which is March 26-April 2, 2024 and 3Second is in 2nd place when compared to other local distro fashion brands for the mentions achieved.
References
Alif, M., Azhar, H., Priatna, & Adianta, S. (2020). Analisis Isi dalam Kegiatan Media Monitoring Program Nasional PNPM Mandiri Pedesaan. Jurnal Akrab Juara, 5(1), 196–213.
Antara. (2019). Twitter nilai pembicaraan merek dan konsumen lebih terbuka. https://www.antaranews.com/berita/1138783/twitter-nilai-pembicaraan-merek-dan-konsumen-lebih-terbuka
Bakry, U. S. (2017). Pemanfaatan Metode Etnografi dan Netnografi dalam Penelitian Hubungan Internasional. Jurnal Global & Strategis, 11(1), 15–26.
Berita Satu. (2022). Inovasi Menjadi Tuntutan Merek Fashion Lokal Bisa Bersaing di 2022. https://www.beritasatu.com/lifestyle/874605/inovasi-menjadi-tuntutan-merek-fashion-lokal-bisa-bersaing-di-2022
Dhiraj, H. (2015). "What is Netnography”.
Entrepreneur Bisnis. (2020). Kiat Brand Fashion Lokal Bertahan di Tengah Pandemi. https://entrepreneur.bisnis.com/read/20201108/263/1315122/kiat-brand-fashion-lokal-bertahan-di-tengah-pandemi
goodstats. (2023a). Merek Fesyen Lokal yang Jadi Favorit Masyarakat Indonesia Versi Goodstats. https://data.goodstats.id/statistic/merek-fesyen-lokal-yang-jadi-favorit-masyarakat-indonesia-versi-goodstats-mavFg
goodstats. (2023b). Produk Fashion Jadi Produk yang Paling Banyak Dibeli di Online Shop. https://data.goodstats.id/statistic/produk-fashion-jadi-produk-yang-paling-banyak-dibeli-di-online-shop-WNrZx
Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American Society for Information Science and Technology, 60(11), 2169–2188. https://doi.org/10.1002/asi.21149
Kahar, M. I., Cikka, H., Afni, N., & Wahyuningsih, N. E. (2021). PENDIDIKAN ERA REVOLUSI INDUSTRI 4.0 MENUJU ERA SOCIETY 5.0 DI MASA PANDEMI COVID 19. In Jurnal Studi Ilmu Pengetahuan Sosial (Vol. 2, Issue 1). https://ombudsman.go.id/artikel/r/artikel--pendidikan-era-revolusi-industri-40-di-tengah-
Kemenparekraf. (2022). Siaran Pers : Menparekraf: Fesyen Peringkat Pertama dalam Kontribusi Nilai Ekspor Ekonomi Kreatif Nasional. https://kemenparekraf.go.id/berita/siaran-pers-menparekraf-fesyen-peringkat-pertama-dalam-kontribusi-nilai-ekspor-ekonomi-kreatif-nasional
Kemenparekraf. (2024). Siaran Pers: Menparekraf: Indonesia Fashion Week 2024 Perkuat Ekosistem Fesyen Tanah Air. https://kemenparekraf.go.id/berita/siaran-pers-menparekraf-indonesia-fashion-week-2024-perkuat-ekosistem-fesyen-tanah-air
Kotler & Armstrong. (2010). Principles of Marketing.
Kurnia Ilahi, F., Syafuddin, K., & Kunci, K. (2021). Konsumsi Pemberitaan Media Online di Masa Pandemi oleh Ikatan Pelajar Riau Yogyakarta (IPRY-KB) Komisariat Bengkalis Selama Covid-19. Jurnal Riset Ilmu Komunikasi, 4(2), 275–292.
Leila, C., & Abderrazak, G. (2013). The Impact of the Effectiveness of a Buzz Marketing Campaign on the Image, Awareness and Purchasing Decision: The Moderating Role of Involvement. Journal of Marketing Research and Case Studies, 2013, 1–8. https://doi.org/10.5171/2013.584547
Mohr, I. (2007). Buzz marketing for movies. Business Horizons, 50(5), 395–403.
Mohr, I. (2017). Managing Buzz Marketing in the Digital Age. Journal of Marketing Development and Competitiveness, 11(2), 10–16.
Mukhtar. (2013). Metode Penelitian Deskriptif Kualitatif. Jakarta: GP Press Group.
Nappisah. (2022). PENGELOLAAN MEDIA MONITORING DALAM UPAYA MEMANTAU PERKEMBANGAN BERITA DI TENGAH PANDEMI (Studi Deskriptif Media Monitoring PT. KAI Persero di Tengah Pandemi Periode April-Desember 2021). UIN Sunan Gunung Djati Bandung.
Nazir. (2014). Metode Penelitian. Jakarta (ID): Ghalia Indonesia.
Ramadhan, M. F., & Maryani, A. (2020). Prosiding Manajemen Komunikasi Brand Awareness Kartelokal sebagai Wadah Promosi Brand Lokal Bandung. Prosiding Manajemen Komunikasi Http://Dx. Doi. Org, 10(V6i2), 23079. https://doi.org/10.29313/.v6i2.23079
Riama, C. O. (2021). 156-175 Korespondensi: Chiquita Olivia Riama. Jurnal Manajemen Komunikasi, 5(2), 156–175.
S., A. N. (2023). Peluang Menjanjikan! Ini Alasan Kenapa Bisnis Fashion Patut Kamu Coba. https://nbrscorp.co.id/news?search=Anatashia%20Nuraini%20S.
Septiasari, A., Amelia, A. R., Larasati, A. D., Hartanto, J. C., Buana, S. A. M., & Mawardi, V. C. (2024). GET TO KNOW WHAT HAPPEN THROUGH SOCIAL MEDIA ANALYSIS USING BRAND24. Jurnal Serina Abdimas, 2(2), 660–669. https://doi.org/10.24912/jsa.v2i2.29294
Yusuf, A. F. (2021). STRATEGI KOMUNIKASI PEMASARAN 3 SECOND DALAM MENARIK MINAT BELI KONSUMEN. UIN Sunan Gunung Djati.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
