CUSTOMER ENGAGEMENT DI MEDIA SOSIAL INSTAGRAM @MONOMOLLY.ID DALAM MEMBANGUN CITRA SEBAGAI BRAND LOKAL

Cathalya  Natasya; Fajrin Ramadanti; Miracle  Junior

doi:10.54783/jin.v6i2.1025

Cathalya Natasya LSPR Institute of Communication & Business Jakarta
Fajrin Ramadanti LSPR Institute of Communication & Business Jakarta
Miracle Junior LSPR Institute of Communication & Business Jakarta

DOI: https://doi.org/10.54783/jin.v6i2.1025

Keywords: Media Sosial, Instagram, Keterlibatan Pelanggan, Citra Merek, Merek Lokal.

Abstract

Penelitian ini mendeskripsikan dan menganalisis keterlibatan pengguna pada akun Instagram @monomolly.id untuk memahami bagaimana interaksi berkontribusi dalam membangun citra merek Monomolly sebagai brand lokal. Dengan menggunakan analisis konten kualitatif dan metodologi Netnografi, studi ini mengeksplorasi lima tahapan keterlibatan: Lurking, Casual, Active, Committed, dan Loyalty. Monomolly memanfaatkan Instagram tidak hanya untuk promosi produk tetapi juga untuk membangun hubungan yang kuat dengan konsumen melalui konten interaktif dan edukatif. Kolaborasi dengan influencer juga memperluas jangkauan mereka dan memperkuat persepsi merek. Temuan penelitian ini menggarisbawahi pentingnya media sosial dalam membentuk persepsi konsumen dan memupuk loyalitas merek dalam industri fashion yang dinamis.

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