SOSIAL MEDIA MARKETING CRSL DALAM MEMBANGUN BRAND IMAGE MELALUI INSTAGRAM @CRSL.STORE
Keywords:
Social Media Marketing; Brand Image; SOSTAC Model; Instagram Marketing; Local Fashion Brand; Brand Storytelling
Abstract
Perkembangan media sosial telah mengubah komunikasi pemasaran pada industri fashion lokal, dari sekadar promosi menjadi sarana strategis pembentukan brand image. Penelitian ini menganalisis implementasi Social Media Marketing (SMM) CRSL melalui Instagram @crsl.store menggunakan model SOSTAC (Situation Analysis, Objectives, Strategy, Tactics, Action, dan Control). Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus. Data dikumpulkan melalui wawancara mendalam, observasi Instagram, dan dokumentasi aktivitas digital serta offline CRSL, kemudian dianalisis menggunakan model interaktif Miles, Huberman, dan Saldaña. Hasil penelitian menunjukkan bahwa SMM CRSL diterapkan secara terintegrasi melalui analisis audiens, penguatan brand positioning, komunikasi digital, dan evaluasi berbasis data. Brand image dibangun melalui konsistensi lima karakter hewan, konsep Animals as Your Best Friends, friendship branding, brand storytelling, serta integrasi pengalaman online dan offline. Penelitian menunjukkan bahwa SOSTAC dapat berfungsi sebagai sistem manajemen komunikasi merek yang adaptif, dengan efektivitas SMM bergantung pada keterpaduan strategi, identitas merek, interaksi konsumen, pengalaman merek, dan evaluasi berkelanjutan
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Wedastira, I. W. Y., Anggraini, N. P. N., & Jodi, I. W. G. A. S. (2023). Pengaruh media sosial Instagram sebagai promotion, brand image dan kualitas produk terhadap keputusan pembelian konsumen di Bicasualwear. EMAS, 4(4), 925–937.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.
Yoo, J. J. (2023). Visual strategies of luxury and fast fashion brands on Instagram and their effects on user engagement. Journal of Retailing and Consumer Services, 75, 103517.
https://doi.org/10.1016/j.jretconser.2023.103517
Yoo, J. J., Choi, S., & Song, H. (2023). Effect of brand prominence on fashion advertising images on Instagram: A computational analysis. International Journal of Advertising, 42(2), 384–407.
Adinata, P. V., Cahyaningrum, B. N., Margaretha, B. Y., & Putra, N. K. (2025). Peran event marketing, social media marketing, dan content marketing terhadap minat beli. Jurnal Manajemen dan Bisnis, 17, 80–92.
Adiningtyas, C., & Hasanah, Y. N. (2023). Analysis of social media marketing activity on brand awareness, brand image, and brand loyalty in local fashion product brands. Almana: Jurnal Manajemen dan Bisnis, 7(1), 1–9.
Aprianti, V., & Supriyadi, C. (2022). Social media marketing melalui Instagram dan brand image dalam membentuk minat beli produk lokal: Survey pada konsumen sandal Swallow edisi kolaborasi. Economics Professional in Action (E-PROFIT), 4(2), 110–116.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.
https://doi.org/10.1509/jmkg.73.3.52
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson.
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications.
Diputri, A. T., & Afriani, A. L. (2022). Pengaruh media sosial Instagram terhadap brand image PT Hijau Indah Selaras. Communicology: Jurnal Ilmu Komunikasi, 10(2), 169–187.
Efendioglu, I. H., & Durmaz, Y. (2022). The impact of perceptions of social media advertisements on advertising value, brand awareness and brand associations: Research on Generation Y Instagram users. arXiv Preprint.
https://doi.org/10.48550/arXiv.2209.13596
Fernandi, M. (2025). Strategi pemasaran digital menggunakan metode SOSTAC untuk meningkatkan engagement rate akun Instagram @sahabat.petani. Politeknik Negeri Jakarta.
Fetais, A. H., Algharabat, R. S., Aljafari, A., & Rana, N. P. (2023). Do social media marketing activities improve brand loyalty? An empirical study on luxury fashion brands. Information Systems Frontiers, 25(2), 795–817.
https://doi.org/10.1007/s10796-022-10264-2
Giertz, J. N., Weiger, W. H., Törhönen, M., & Hamari, J. (2022). Content versus community focus in live streaming services: How to drive engagement in synchronous social media. Journal of Service Management, 33(1), 33–58.
https://doi.org/10.1108/JOSM-12-2020-0447
Gobé, M. (2001). Emotional branding: The new paradigm for connecting brands to people. Allworth Press.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2019). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 45, 27–43.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
https://doi.org/10.1177/002224299305700101
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.
Kumar, V., Khan, I., Fatma, M., & Singh, A. (2022). Engaging luxury brand consumers on social media. Journal of Consumer Marketing, 39(1), 121–132.
https://doi.org/10.1108/JCM-10-2020-4187
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96.
https://doi.org/10.1509/jm.15.0420
Lin, F. L., & Ku, T. H. (2023). Effect of digital brand experience on luxury fashion brand authenticity, attachment and loyalty. South African Journal of Business Management, 54(1), 1–8.
Loisa, R. (2023). Marketing mix in building brand image via Instagram. International Journal of Application on Social Science and Humanities, 1(4), 168–173.
Mayasari, I., & Haryanto, H. C. (2024). The study of customer engagement of local sustainable fashion brands on Instagram content. Manajemen dan Bisnis, 23(1), 56–68.
Mayasari, I., Haryanto, H. C., Hutagaol, O. D., Ramadhan, A. R., & Amir, I. (2023). Examining the role of social media marketing on brand love and its impact on brand centrality: The study of local fashion brands for millennials. Journal of Indonesian Economy and Business, 38(2), 147–165.
https://doi.org/10.22146/jieb.v38i2.5364
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
https://doi.org/10.1177/002224299405800302
Nurhidayati, D., Choirul, A. B., & Farhan, M. (2023). Pengaruh social media marketing Instagram terhadap brand engagement Eiger di Indonesia. Economics and Digital Business Review, 4(2), 235–245.
Patni, N., Susila, A., & Trisna, I. N. P. (2024). Analysis of digital marketing strategy based on SOSTAC method. Journal of Information Systems and Informatics, 6(3), 1450–1465.
Paunovic, I., Obermayer, N., & Kovari, E. (2022). Online branding strategies of family SME wineries: A Hungarian-German comparative study. Journal of Family Business Management, 12(3), 450–467.
Putri, N. A., & Indriastuti, Y. (2024). Analisis penerapan model SOSTAC pada strategi komunikasi pemasaran digital Me Nail Group melalui Instagram. JIIP: Jurnal Ilmiah Ilmu Pendidikan, 7(8), 8321–8326.
Rahmawati, N., & Hidayati, N. (2023). Exploring Gen Z social media marketing engagement on brand experience, brand equity, and brand trust: The context of Muslim fashion. Jurnal Manajemen Teori dan Terapan, 16(3), 656–670.
Schultz, D. E., Patti, C. H., & Kitchen, P. J. (2023). Integrated marketing communications: Strategic planning perspectives. Routledge.
Smith, P. R. (2025). SOSTAC® guide to your perfect digital marketing plan. PR Smith Marketing.
Syahputra, M. R., & Prabumenang, A. K. R. (2025). Analisis brand image melalui Instagram (studi kasus pada Instagram @erspo.official). Jurnal Masharif Al-Syariah: Jurnal Ekonomi dan Perbankan Syariah, 10(1).
Wedastira, I. W. Y., Anggraini, N. P. N., & Jodi, I. W. G. A. S. (2023). Pengaruh media sosial Instagram sebagai promotion, brand image dan kualitas produk terhadap keputusan pembelian konsumen di Bicasualwear. EMAS, 4(4), 925–937.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.
Yoo, J. J. (2023). Visual strategies of luxury and fast fashion brands on Instagram and their effects on user engagement. Journal of Retailing and Consumer Services, 75, 103517.
https://doi.org/10.1016/j.jretconser.2023.103517
Yoo, J. J., Choi, S., & Song, H. (2023). Effect of brand prominence on fashion advertising images on Instagram: A computational analysis. International Journal of Advertising, 42(2), 384–407.
Published
2026-08-23
How to Cite
Jauhari, A., & Deslia, I. F. (2026). SOSIAL MEDIA MARKETING CRSL DALAM MEMBANGUN BRAND IMAGE MELALUI INSTAGRAM @CRSL.STORE. NIVEDANA : Jurnal Komunikasi Dan Bahasa, 7(3), 924-945. https://doi.org/10.53565/nivedana.v7i3.3125
Section
Articles
DOI :
https://doi.org/10.53565/nivedana.v7i3.3125
