Pengaruh Penggunaan Media Sosial terhadap Brand Image Pijak Bumi sebagai Brand Sustainable fashion
Abstrak
Perkembangan teknologi dan internet telah mengubah cara masyarakat beraktivitas, termasuk dalam bidang bisnis dan
pemasaran. Penggunaan media sosial oleh pelaku bisnis fesyen merupakan salah satu alat komunikasi pemasaran,
dimana orang-orang dapat berinteraksi melalui sebuah platform. Penggunaan media sosial melalui aktivitas pemasaran
yang dilakukan di media sosial dapat mempengaruhi citra sebuah brand secara keseluruhan, dengan konsisten
memberikan konten-konten yang menarik, relevan, dan sesuai dengan citra yang ingin dibentuk. Penelitian ini
bertujuan untuk mengukur seberapa besar pengaruh penggunaan media sosial terhadap brand image Pijak Bumi
sebagai brand sustainable fashion. Metode penelitian menggunakan metode pendekatan deskriptif kuantitatif dengan
menyebarkan kuesioner kepada 400 responden. Teknik analisis data dilakukan dengan analisis deskriptif, uji regresi
linear sederhana, uji determinasi, dan uji T. Hasil penelitian menunjukkan bahwa penggunaan media sosial
memberikan pengaruh yang positif dan signifikan terhadap brand image Pijak Bumi sebagai brand sustainable
fashion. Penggunaan media sosial memberikan pengaruh sebesar 94.4% terhadap brand image Pijak Bumi sebagai
brand sustainable fashion.
Kata Kunci: Media Sosial, Brand Image, Sustainable Fashion.
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