Proceedings of the 3rd International Media Conference 2021 (IMC 2021)

#Localpride in Online Media: The Rise of Indonesia Local Brand

Authors
Heidy Arviani1, *, Ratih Pandu Mustikasari2, Safrie Anas Priambodo3, Putri Nada Camilia Lubna4
1234Department of Communication Sciences, UPN “Veteran” Jawa Timur
Corresponding Author
Heidy Arviani
Available Online 13 July 2022.
DOI
10.2991/assehr.k.220705.004How to use a DOI?
Keywords
local pride; branding; social media; local brands
Abstract

In 2014 there was an invitation to love products and love the capabilities of the Indonesian nation. Many Influencers and other celebrities joined in enlivening the hashtags #BanggaBuatanIndonesia and #Localpride through their accounts. The Covid-19 pandemic has encouraged local brands to use social media to expand consumer reach. 2020 is when MSMEs and Indonesian Local Brands develop and compete to advance the creative industry in Indonesia. This paper aims further to examine the #localpride phenomenon in Indonesian online media. How is the development of local Indonesian products during the Covid-19 pandemic? Three data collection methods are used: informant interviews, literature study, and Twitter data mining with #localprideindonesia. The local pride revival initiative starts from various lines. Starting from local brand manufacturers, the Government, some online mass media who promote campaigns are proud of domestic products. Young people realize that products made in Indonesia are not inferior to foreign products. Especially with the economic pressure caused by the Covid-19 pandemic, informants are more sensitive to prices and reorganize needs priorities. This adds to the opportunity for local brands to develop. The role of social media is so significant in the phenomenon of the product revival of the nation’s children. Localpride trends strongly influence this movement in the global ecosystem. The tendency of consumers to consider various aspects at global or local level.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 3rd International Media Conference 2021 (IMC 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
13 July 2022
ISBN
10.2991/assehr.k.220705.004
ISSN
2352-5398
DOI
10.2991/assehr.k.220705.004How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

TY  - CONF
AU  - Heidy Arviani
AU  - Ratih Pandu Mustikasari
AU  - Safrie Anas Priambodo
AU  - Putri Nada Camilia Lubna
PY  - 2022
DA  - 2022/07/13
TI  - #Localpride in Online Media: The Rise of Indonesia Local Brand
BT  - Proceedings of the 3rd International Media Conference 2021 (IMC 2021)
PB  - Atlantis Press
SP  - 42
EP  - 50
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220705.004
DO  - 10.2991/assehr.k.220705.004
ID  - Arviani2022
ER  -