CAPTURING THE ROLE OF DIGITAL MARKETING AND BRAND IMAGE IN INCREASING DOBUJACK BRAND SALES USING NETNOGRAPHIC METHOD

Rizal Arianto, Ema Hakimah

Abstract


Research to conduct findings on the importance of the role of digital marketing and brand image because currently almost all business actors use online or digital media as a place to sell by promoting their brands, including Dobujack which operates in the fashion sector. To find out the role of digital marketing strategies and brand image in increasing online sales of the Dobujack brand, researchers used qualitative netnographic methods. Based on the results of initial observations on social media Instagram Ig: dobujackinvasion, Shopee "dobujack official shop", Tiktok Tiktok "dobujackinvasion" shows that the Dobujack brand is perceived very well by consumers with 162,000 active followers and is monitored to always follow Dobujack's IG story, and on the Shopee platform Sales are quite high, around 4000 for each product item, while live TikTok plays a very important role in promoting and establishing direct communication with buyers, even though it has not yet had an impact on increasing sales when doing live TikTok.

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References


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