Pola Komunikasi Dalam Pemasaran Brand Herways_id

Abstract

Abstrak:Herways_id merupakan salah satu merek lokal yang bergerak di bidang pakaian wanita. Dalam waktu yang singkat Herways_id dengan akun Instagramnya @herways_id bisa mendapatkan respon pasar yang sangat baik dengan waktu break event point yang relatif cepat dan jumlah followers yang banyak. Selain itu Herways_id memiliki engagement rate cukup tinggi yaitu 5,13% Dalam penelitian ini peneliti ingin mengetahui pola komunikasi dalam pemasaran Herways_id. Penelitian ini merupakan jenis penelitian kualitatif. Hasil penelitian menggambarkan bahwa pola komunikasi dalam pemasaran digital Herways_id memakai pola komunikasi primer, sekunder dan sirkuler. Pada pola komunikasi primer ditemukan strategi pemasaran Fear of Missing Out (FOMO).Kata kunci :Brand, herways_ID,pemasaran, pola komunikasi Abstract:Herways.id is one of the local brands of women’s clothing. In a short time Herways was able to get a very good market response with a short break event point and a large number of followers and engagement rate at 5.13%. In this study, researchers wanted to know the marketing communication patterns in Herways.id. This is a qualitative research. The results of the study illustrate that communication patterns in digital marketing Herways.id use primary, secondary and circular communication patterns. In the primary communication pattern found the Fear of Missing Out (FOMO) marketing strategy.Keyword:Brand, communication pattern herways_ID, marketing

The Impact of Social Influence, Product Knowledge, and Fear of Missing Out (FOMO) towards Purchase Intention on Alcoholic Beverage in Bali

“…Getting opportunities that only a few people have can encourage an increase in one's ego. In a research conducted by Valdiani and Puspanidra (2020), there is a message uploaded containing testimonials. Testimonials usually contain positive responses from people who have used the product, which will lead to a sense of confidence in new consumers of the product.…”

“…For example, a masstige clothing brand can create exclusive limited edition products while showing the amount of stock remaining in real time. Meanwhile, it is found by Valdiani and Puspanidra (2020) that there is a message uploaded by Herways_id, which is a content about testimonials. This testimonial message is also still included in the FOMO strategy.…”