Local Brands Research Articles

Analisis Media Monitoring Terhadap Brand Hamlin Pada Bulan Maret 2024 Menurut Teori Evring Goffman

The fashion industry in 2024 will continue to develop along with developing trends, technology and consumer needs. The existence of the fashion industry as one of the largest industries in the world contributes to the Indonesian economy. In the Indonesian fashion industry, there are many local brands. One of them is the Hamlin brand. In mid-March 2024, Hamlin was hit by an issue of product counterfeiting. This issue prompted the author to carry out media monitoring to monitor and analyze updates related to conversations regarding the Hamlin brand, including specific, positive opinions and negative opinions that could affect the public's reputation and trust in the Hamlin brand. This research uses a descriptive qualitative approach. Research data was obtained from the results of analysis of reviews on several social media. Researchers also use secondary data in the form of journal articles, books and other literature on the internet. The theory used in this research is Erving Goffman's dramaturgical theory. The results of the analysis show that the issue of product counterfeiting involving the Hamlin Brand has significantly disrupted the brand's image and reputation. Hamlin Brand's ineffective response to this issue has exacerbated the situation and increased public doubt and distrust of the brand.

Strategi Komunikasi Pemasaran Digital Brand Kecantikan: Studi Kasus Brand Somethinc

The rapid growth in the cosmetics and skin care industry is reflected in the increasing need and desire of people for beauty products. In intense competition, various local brand companies in Indonesia are trying to create inclusive skincare products, in line with the diverse skin nutritional needs of all levels of society. The aim of this research is to understand the forms and strategies of digital marketing communications, with a focus on Somehinc companies that emphasize consistency and positive relationships with customers. This research adopts a qualitative methodology with library research, which involves collecting information from various sources such as reference books, articles, notes and journals that are relevant to the problem being studied. The results of this research conclude that there are several main strategies carried out by somethinc, namely the use of advertising on somethinc's social media in the form of content. Furthermore, Somethinc also carried out an innovative strategy by holding a flash sale promo bundling package at a cheaper price than buying individual products. Not only that, somethinc also collaborates with influencers and makes local and foreign actors and actresses who have many fans as brand ambassadors. Finally, somethinc also provides platforms and marketing in various marketplaces such as Shoope, Tokopedia, Tiktok Shop, Zalora, Lazada, JD.ID, Blibli, and Bukalapak.

Potential Impact of Sustainable Business Practices: Brand Equity in Fast Food and Millennials’ Purchase Intentions

This study was carried out because we live in a world of constant change and high competition, where local fast-food brands in Chiclayo do not have an adequate position in the consumer’s mind compared to international franchises established in our town. The general objective was to determine the influence of brand equity on the purchase intention for local fast-food brands among Chiclayo millennials. The model proposed includes the constructs of brand equity in various category of food products. This document is intended to contribute to society and the scientific community by providing strategic support to brand owners who work with this approach and individual managers. A quantitative approach was used, with a basic type, explanatory level, and non-experimental cross-sectional design, using Cronbach’s alpha for reliability of the instrument and validity by expert judgment. Customers of local fast-food brands comprised the sample, with a total of 385 people surveyed independent of gender. SPSS v.27 and Microsoft Excel 2019 were used for simple random sampling. It was concluded that millennial consumers have regular brand equity and purchase intention for local fast-food brands, emphasizing that the knowledge dimension does not significantly influence purchase intention.

Factors Influencing Purchase Intention with Brand Awareness as a Mediator on Local Fashion Brand Products

This research aims to know which factors are more affective to increasing and attracting consumer purchase intentions in local fashion brands. This research used quantitative method by distributing questionnaires which obtains as many as 475 respondents with a population of people who have purchased or used local fashion products in Indonesia. The data analysis method uses PLS-SEM through SmartPLS 3.0. The results of the study show that several factors have a significant effect on purchase intention such as product quality and brand awareness. Meanwhile brand awareness mediates the relationship between purchase intention and social media marketing and addition brand awareness also mediates the relationship between purchase intention and celebrity endorser. This study show that local fashion brand business must pay more attention to product quality factors and build awareness of their business brand. Creating high brand awareness in the community will be very influential for businesses to be able to know that there business exists.

Mencintai Produk Lokal dengan Semangat Nasionalisme Banal: Komodifikasi Memori Kebangsaan pada Iklan Merek Lokal

This article tries to explore how local brands, Indomie and Rucika, utilise commodified national memory through advertising depictions of their 50 years existence. Nationalism, which should be the basic attitude of society, is made into a commodity for business interests. Mosco’s commodification concept is used to reveal how depictions in advertising which has the potential to generate a feeling of banal nationalism. The analytical method used is Pentad analysis to interpret symbolic activity in every action and scene in advertising. The results of the analysis show that the audience's national memory is commodified through advertising by creating the perception that the two brands have accompanied the nation's journey, so consuming their products is a part of celebrating the spirit of nationalism. The depiction of the natural atmosphere and the hospitality of the people shows the characteristics of Indonesia that are highlighted in the advertisement, although in reality, this is only a small part of the reflection of reality. This has the potential to narrow our perspective on interpreting nationalism, which only revolves around “land” and “sea”.

Exploring the mediating role of beauty influencer effectiveness on skincare products: Does credibility still influence purchase intention?

The study explored the impact of beauty influencer credibility on purchase intention, focusing on how influencer effectiveness mediated this relationship. With the rise of social media platforms like Instagram and YouTube, beauty influencers have become key players in shaping consumer behavior, particularly in the competitive beauty industry where local brands like Somethinc compete with global brands. The research analyzed responses from 100 female teenagers aged 15-24 in Bali using Structural Equation Modeling (SEM) and Partial Least Squares (PLS) analysis. The results showed that beauty influencer credibility had a direct and positive effect on influencer effectiveness, with trust and expertise being critical factors. Influencer effectiveness significantly increased purchase intention, as consumers were more likely to make purchasing decisions when influencers communicated persuasively. Credibility also directly influenced purchase intention, but its effect was strengthened when mediated by influencer effectiveness. The findings highlighted that credibility alone was not sufficient; influencers needed to effectively engage their audience to maximize their impact. The study provided valuable insights for beauty brands, suggesting that selecting credible and effective influencers is crucial for successful digital marketing. It also opened avenues for future research into additional factors such as brand loyalty and price, and the potential for cross-cultural and longitudinal studies.

Revealing Language Choices in Instagram Ads for Local Beauty Brands

Instagram has now become a fascinating channel for promoting and marketing items. Each business found ways to adopt an array of methods to make its marketing engaging. Nevertheless, in terms of their language choice, this study examines language choice within bilingual Instagram ads, notably for local beauty products, drawing on Fasold's (1984) theory of language choice. It is further supported by Romaine's (1995) theory of code switching and Muysken's (2000) theory of code mixing. This study took a qualitative approach. The study collected data from 10 ad samples spanning the local beauty category. The study demonstrates data points on language choice, starting with several types of code switching (inter-sentential and intra-sentential) and code mixing (insertion, alternation, and congruence). According to this study's findings, intra-sentential switching and insertion were the most popular form language choices. Inter-sentential and alternation were the less prevalent forms.

Evaluation of Consumer Attitudes Regarding Local Brand Milk and Dairy Products: Case of Süleymanpaşa Districts of Tekirdağ-Türkiye

Since the concept of brand has a wide and diverse range, it is divided into different groups from different perspectives. Local brands are products that are produced, manufactured, and sold by a company in a specific city or that are distributed in a constrained area. This study’s primary goal is to assess how local brands selling milk and dairy products in a particular region are perceived by local consumers. It also seeks to analyze the standing of local producers in this sector and consumer attitudes toward regionally branded goods by highlighting the significance of milk and dairy products in terms of human health. The study makes use of survey information from 381 households in Süleymanpaşa Districts of Tekirdağ-Türkiye. The data were analyzed using fundamental statistical techniques, factor analysis, and logistic regression analysis. In the survey, it was found that 85.0% of participants were familiar with the idea of local brand, while just 15.0% were not. Consumers who said they buy local brand milk and dairy products made up 78% of the sample. Consumers found local products to be more natural and tastier than national brands. According to the factor analysis, the judgements influencing customers’ preference for local brand milk and dairy products were classified into five factors. These factors are named as naturalness and quality, price and promotion, health, food safety, brand and image. Logistic regression analysis was used to explain the association between purchasing local brand milk and dairy products and factor scores, as well as knowing the notion of local brand. Those who favor “Naturalness and Quality” in purchased milk and dairy products are nearly three times more likely than those who do not to purchase local brand milk and dairy goods. With a probability of 68.4%, those who do not understand the notion of local brand will not purchase local branded products.

Characteristics of Japanese Social and Cultural Values from Harajuku Fashion

"Harajuku" is a representative fashion of Japanese street culture, and it has constructed the image of Japanese pop culture. This research analyzes the historical background and cultural causes behind Harajuku fashion and explains the internal and external causes of the formation and development of Harajuku fashion in terms of historical and economic backgrounds. So, the research analyzes the cultural characteristics of Japanese society from the perspective of fashion, and further reveals the logical interactions and intrinsic connections between the cultural representations and value theories. Through relevant research, it is concluded that there is a circular logical relationship between fashion characteristics and the social phenomena as their causes behind them, and it is also proposed that the establishment and dissemination of national characteristic cultural images require the operation of branding mechanisms and the value support of cultural genes. Overall, this study logically constructs and analyzes Harajuku fashion characteristics and cultural concepts, explains the national characteristics and cultural values of Japanese society from the social phenomenon, combines relevant fashion and social theories, and provides insights and reflections on the innovation and construction of the national and local cultural image and brand discourse.

Zambian Consumers and the Country-of-Origin Effect

Since increase in exportsis highlybeneficial for the economic development and growth of a country, this research exposes the negative effects of a brand’s country-of-origin on consumer purchase intention in developing countries, it exposes how a brand’s country- of-origin in developing countries influences local consumers to purchase imported brands more than local brands. Through the use of a quantitative research method, this research is based on data collected from a sample size of 600 that was analyzed in SPSS. The findings shows that country-of-origin influences the purchase of local and imported FMCGs in Zambia, but its effects are much stronger towards the purchase of imported goods than local goods. Furthermore, the results also reveal that Zambians are prone to purchase imported goods because they trust them. These findings therefore provide empirical evidence of the importance of the need for more studies and usage of country-of-origin and brand trust in marketing research and practice in developing countries.

EXAMINING CRISIS COMMUNICATION AND ONLINE ACTIVISM IN INDONESIA: A CASE STUDY ON 2022 VOTRE PEAU

This article discusses the crisis experienced by a local beauty brand, Votre Peau, in 2022, following an internal event featuring a "best dress challenge" that was heavily criticized by netizens for being perceived as disrespectful towards Islam and women. This crisis drew condemnation from netizens and sparked an online movement to boycott or cancel the brand due to consumer dissatisfaction. The research aims to examine the crisis communication strategies employed by Votre Peau in response to online activism. Qualitative data analysis is conducted through a case study utilizing concepts from digital activism and image repair theory by William L. Benoit. The analysis findings indicate that Votre Peau implemented image repair strategies by providing open clarifications and apologies on social media. Despite these efforts, disgruntled consumers feel that the approach was ineffective and continued the cancel culture movement against Votre Peau. An intriguing aspect is the slactivism paradox, which shows a decline in the trend of the boycott movement simultaneously with the decrease in its virality. This article contributes to underscores the importance of crisis communication strategies as rapid dialogue dissemination in digital media can profoundly impact the company's or brand’s reputation. Therefore, having a good crisis communication strategy is crucial for addressing various situations, especially in digital era like today.

A Study on the Impact of Social Media Marketing on Non local Loyalty of Tourism City Brands: A Case Study of Yantai

Nowadays, social media has become an important way for people to perceive the image of cities, and marketers are increasingly focusing on using social media for brand management. However, the application of social media in the field of city branding has not received enough attention, and most have ignored the behavior of consumers. This study constructs an empirical research model on the impact of social media marketing on city brand loyalty, conducts a case study on Yantai, and uses a questionnaire survey method to examine the impact of social media marketing on non local brand loyalty in tourist cities. The results indicate that there is a significant positive correlation between the information, entertainment, and interaction dimensions of social media marketing and the non local loyalty of Yantai city brands. In addition, the perceived quality of city brand image plays a mediating role in this relationship.

INFLUENCE OF EMOTIONAL MARKETING ON CUSTOMERS’ IDENTIFICATION WITH CHINESE LOCAL COSMETIC BRANDS

In the era of social media, brands are increasingly adopting emotional marketing strategies to enhance their competitiveness in the market. In brand marketing, incorporating emotional elements allows for better satisfaction of consumers’ psychological and emotional needs. People always find it hard to forget emotions that touch their hearts, or the feelings evoked by someone. Emotional marketing, as a non-traditional marketing strategy, can assist businesses in engaging in deeper communication with customers and establishing meaningful relationships, thereby inspiring their identification. Enhancing customer identification with the brand is crucial for the long-term development of an enterprise. This article seeks to provide an in-depth understanding of how emotional marketing affects customer identification with Chinese local cosmetics brands. Employing a quantitative approach, this study sampled 468 participants from online consumers of Chinese local cosmetics. Structural Equation Modeling (SEM) was utilized as a data analysis technique. The results of the study indicated that emotional marketing had a positive and significant impact on customer identification.

Innovative Application and Design of Smocking Technology in Local Chinese Clothing Brands

Abstract This study explores the innovative application and design of smocking technology in local Chinese clothing brands, emphasizing the technique’s evolution from a functional necessity to a decorative art form. It delves into the integration of smocking with modern fashion design, highlighting its significance in enhancing fabric texture, silhouette, and overall aesthetic appeal. Through comprehensive analyses of case studies and craft types, the paper reveals how local brands creatively adapt smocking, merging traditional craftsmanship with contemporary design principles. The findings suggest that smocking technology not only enriches the textile design repertoire but also contributes to the global identity and innovation of local Chinese clothing brands, bridging heritage crafts with modern design innovations.

Driving Global Apparel Consumption: The Impact of Cause Marketing on Indonesian Fashion Purchases

Driving Global Apparel Consumption: The Impact of Cause Marketing on Indonesian Fashion Purchases

The Power of Anthropomorphic Appeals for Environmental Corporate Social Responsibility (CSR) Advertising: With Mediation of Psychological Closeness and Moderation of Typefaces

This research investigates the dynamic effectiveness of brand anthropomorphism in environmental corporate social responsibility (CSR) advertising. Using two experiments, it reveals greater intentions of consumers for environment-friendly purchases with the presence (vs. absence) of brand anthropomorphism (Study 1) and local brand (vs. global brand) anthropomorphism (Study 2) in CSR. In both studies, the psychological closeness consumers feel from brand anthropomorphism, specifically local brand anthropomorphism, serves as a mediator, particularly when these anthropomorphic appeals are paired with hand-written typefaces, not machine-written. Drawing from brand anthropomorphism literature, this study provides scholarly and practical implications, emphasizing the strategic development of brand personas in CSR advertising to optimize consumer compliance.

Use of Instagram Stories Feature as Self Disclosure Media on @Azkhategar Account

This study explores the use of Instagram Stories features as a self – disclosure media on @Azkhategar account. Self – disclosure is a form of communication in which individuals disclosure information to others. Through her Instagram account, Azkha actively self – disclosure with an average of 8 to 15 posts per day, showcasing aspects of herself such a lifestyle, fashion, and make – up. In its stories content, Azkha also collaborates with local brands to expand its audience reach. This study uses descriptive qualitative approach with non – participant observation and data analysis of Miles & Huberman model and the main theory used in this study is the theory of self – disclosure. The results showed that the use of Instagram Stories provides a platform for Azkha to strengthen her existence, build closeness with her followers and express herself creatively. In today’s digital context, social media such as Instagram plays an important role in facilatating self – disclosure and expanding individual social interactions. The findings provide valuable insights into how individuals utilize social media as a tool for sharing personal information and building self – image online. This research also contributes to the understanding of the use Instagram Stories in the context of self – disclosure.

PENGARUH PERCEIVED QUALITY DAN PERCEIVED VALUE TERHADAP KEPUASAN PELANGGAN KEJU LOKAL INDONESIA

The aim of this study is to analyze how perceived value and perceived quality affect customer satisfaction. Additionally, determining which variable has a greater impact on customer satisfaction. The research object was the local brand of Indonesian cheese, branded X. The research approach used was quantitative, with primary data sources. Purposive sampling is the approach used in the data collection process. A survey conducted online with all X cheese buyers obtained 158 responses. According to the research findings, customer satisfaction is positively and significantly impacted by perceived value and perceived quality. Customer satisfaction is more strongly influenced by perceived quality. It is essential for companies to uphold the quality of their products and showcase their beliefs in every promotional activity. Keywords — Customer Satisfaction, cheese, kepuasan pelanggan, perceived quality, perceived value

Extension of the soil monitoring network via tea bag initiatives: A 3000 km latitudinal gradient in European Russia

The increasing popularity and recognition of citizen science approaches to monitor soil health have promoted the idea to assess soil microbial decomposition based on a standard litter sample - tea bags. Although tea bag initiatives are expanding across the world, the global datasets remain biased in regard to investigating regions and biomes. This study aimed to expand the tea bag initiative to European Russia, which remains a “white spot” on the tea bag index map. We also added urban soils into the analysis, which were underestimated previously. We compared the standard and local tea brands to explore possible adaptations of the standard approach to regions with limited access to standard tea brands. The established monitoring network included natural and urban sites in six vegetation zones along a 3000 km latitudinal gradient. There was a very close linear relationship (R2 = 0.94–0.98) in the mass loss of alternative and standard tea litter. The mass loss of green tea in soil along the latitudinal gradient showed an increasing trend from north to south. Variations in the microbial decomposition of green tea were mainly explained by the latitudinal gradient, with low soil temperature identified as key factors hampering decomposition. Mass loss of the more recalcitrant rooibos tea was mainly determined via land use, with decomposition rates on average 1.3 times higher in urban soils. This pattern was in line with higher soil temperatures and pH in urban sites compared to natural counterparts. The findings of our study could prove valuable in extending the tea bag network of soil decomposition assessment into broader territories, including urban areas. Additionally, they could facilitate the involvement of citizen science and complete the database for C cycle modeling depending on climatic conditions.

The Power of Social Media for Marketing Activities to Boost Brand Love of Local Products

It has become increasingly difficult for local brands to compete with global brands, as most foreign brands are perceived as better than local brands. As such, local companies were highly suggested to change their public perception through appropriate marketing communications. Social media for business purposes can be optimized through social media marketing activities (SMMA) to shape positive customer attitudes and behaviors. This study aimed to examine the influence of SMMA on customer love for local brands and the effect of SMMA on increasing brand awareness and image as two essential antecedents for creating brand love. This research design used a survey and involved 200 customers and social media visitors of local brands. Data was analyzed using the WarpPLS software. The findings showed that SMMA could increase customer love for local brands through brand awareness and brand image. Research also found that SMMA can directly influence brand love. The influence of SMMA on brand awareness was more powerful than brand image. From a customer perception perspective, brand awareness and brand image were important conditions for strengthening brand love. The implication of this research is that local product companies should design and manage their marketing activities in social media based on the important criteria from the customer’s perspective.
 Keywords: social media marketing activities, brand awareness, brand image, brand love, local product