Pemanfaatan Digital Marketing dalam Pengembangan Merek pada Bisnis Thrifting Sepatu Reveuse.Id di Kota Medan

Abstract

This research is entitled "Utilization of Digital Marketing in Brand Development in the Reveuse.id Shoe Thrifting Business in Medan City". The purpose of this research is to find out how digital marketing is used to develop the brand in the reveuse.id thrifting business in Medan City. This research uses descriptive qualitative methods. The theories and concepts in this research are Digital Marketing indicators from Yazer Nasdinis’s concept, Brand elements, New Media, Instagram and Online Business. The data collection techniques used were interviews, observation and documentation. The informants consisted of three main informants, namely Owner reveuse.id, Admin reveuse.id and Packaging reveuse.id and three additional informants, namely consumers of thrifting reveuse.id and one source triangulation. The result of this research is that reveuse.id implements a digital marketing utilization strategy through 6 digital marketing supporting indicators including accessibility, interactivity, entertainment, credibility, irritation and informativeness to consumers via the social media Instagram @reveuseeee.id. Accessibility, interactivity, credibility and informativeness indicators are the dominant digital marketing indicators in supporting the development of the reveuse.id business, while irritation and entertainment still require a better improvement process to develop the reveuse.id business brand.