Analysis of Shireen Sungkar's Instagram in Enhancing the Brand Image of Safi Indonesia Skincare
Analisis Instagram Shireen Sungkar dalam Meningkatkan Brand Image Skincare Safi Indonesia
DOI:
https://doi.org/10.21070/ups.9789Keywords:
Brand Image, Netnography, Shireen Sungkar, Safi IndonesiaAbstract
Safi has successfully built its image as a quality and safe skincare brand through halal branding with two halal certificates from two countries, and strengthened its brand reputation through the use of Indonesian celebrities as brand ambassadors. This study examines how brand ambassador Shireen Sungkar improves the brand image of Safi Indonesia skincare through her Instagram account. This study uses descriptive qualitative with a netnographic approachThis study examines Instagram posts by @shireensungkar used to promote Safi products during the period from March to December 2024. Data was collected through observation and documentation of selected posts based on product promotions, the most likes, and positive comments. The results showed that Shireen Sungkar effectively improved Safi's brand image through three main dimensions: Brand Strength, Brand Favorability, and Brand Uniqueness. In addition, Shireen Sungkar contributes to enhancing Safi’s brand image in Indonesia, the increasing number of followers on the official Instagram account @safiindonesia.
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