Wardah's Brand Image Through Instagram Social Media @wardahbeauty
Brand Image Wardah Melalui Media Sosial Instagram @wardahbeauty
DOI:
https://doi.org/10.21070/ups.9796Keywords:
Perception, Consumer, Brand Image, Wardah, InstagramAbstract
This research conducted interviews with ten active account users Wardah Beauty Instagram to analyze consumer perceptions of Wardah's brand image is built through their content and interactions on the account. This research uses a descriptive qualitative approach. The research results show that the majority of respondents have positive perception of the Wardah brand, which is considered to be constructive an image that is strong, halal, and in accordance with the values of Indonesian women. Consumers are more aware of and trust informative and informative content interesting, such as makeup tutorials and product reviews, as well as active interaction on social media. Emotional attachments are built through experience Personal and positive customer reviews also increase customer loyalty towards the brand. According to this research, Wardah must continue to create New content on social media to attract and retain customers its success in the increasingly competitive beauty industry.
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