Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018)

Fashion SMEs: Strengthening a brand image through social media

Authors
Arief Budiman, Heny Hendrayati, Mochamad Achyarsyah
Corresponding Author
Arief Budiman
Available Online May 2019.
DOI
https://doi.org/10.2991/icebef-18.2019.26How to use a DOI?
Keywords
social media; brand image; fashion
Abstract

It can be said that social media is a new media, a powerful media for the future. It's a media where every brand has a chance to have its own media. Its ability to encourage consumers to participate or so-called consumer generated content will make communication to be efficient, fast, and timely. The creative economy growths significantly in Indonesia. The diversity of arts, cultures, creativities of youth of the nation has now become a new era of industry in which creations with high economic value are created. Fashion is a creative work related to clothing, footwear, and fashion accessories designs, fashion and accessories production and fashion line product consulting as well as fashion product distribution. Research method used in this study is simple linear regression. The result of the study shows that social media application contributes a great impact on UNKL347's Brand Image. It is important for UNKL347 to pay attention to product quality, to give transparency on specifications and details of products offered on Social Media, to combine online and offline activations as well as to make Social Media like virtual games in order to make products being offered more interactive for customers.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018)
Series
Advances in Economics, Business and Management Research
Publication Date
May 2019
ISBN
978-94-6252-723-2
ISSN
2352-5428
DOI
https://doi.org/10.2991/icebef-18.2019.26How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Arief Budiman
AU  - Heny Hendrayati
AU  - Mochamad Achyarsyah
PY  - 2019/05
DA  - 2019/05
TI  - Fashion SMEs: Strengthening a brand image through social media
BT  - Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018)
PB  - Atlantis Press
SP  - 106
EP  - 109
SN  - 2352-5428
UR  - https://doi.org/10.2991/icebef-18.2019.26
DO  - https://doi.org/10.2991/icebef-18.2019.26
ID  - Budiman2019/05
ER  -