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Rebranding Bandung Makuta Melalui Media Sosial Instagram

Reputation: Jurnal Ilmu Hubungan Masyarakat · Vol. 5 No. 4 (2021) · hlm. 467–484

DOI
10.15575/reputation.v5i4.20955
ISSN
2747-0024
Terbit
2021-06-28
Penerbit
Jurusan Ilmu Komunikasi, Fakultas Dakwah dan Komunikasi, UIN Sunan Gunung Djati Bandung
Bahasa
eng

Abstrak

This study aims to determine the process of Bandung Makuta's rebranding activities carried out through social media Instagram using the concept initiated by Muzellec and Lambkin through four stages of rebranding. This study was conducted using a case study method with primary and secondary data obtained through in-depth interviews, observation, and documentation. The results of the study show that in its rebranding activities, Bandung Makuta can build an expansion of market segmentation through four rebranding stages: 1) Renaming, naming a new business unit "Makuta retail" 2) Repositioning, expanding market segmentation 3) Redesigning, changing design concepts, and 4 ) Relaunching, publication of new product launches. The four stages carried out by Bandung Makuta in the rebranding process are carried out as a product diversification process to attract consumer interest and generate other income. Some of the stages in the rebranding process can be said to be quite effective, but there are shortcomings in the final stage of the rebranding activity, namely relaunching.

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27 penulis · 45 tautan kepenulisan bersama · 1 lintas organisasi

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  • Sunan Gunung Djati State Islamic University Bandung
  • Universitas Jember
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
  • Garis lebih tebal = lebih banyak artikel bersama · lingkaran lebih besar = lebih banyak artikel
Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Moch FakhrurojiAfiliasi tidak diketahui2
Yusuf Zainal AbidinAfiliasi tidak diketahui2
Dyah Rahmi AstutiAfiliasi tidak diketahui2
Bahrudin BahrudinSunan Gunung Djati State Islamic University Bandung1
Ariesa Amanda PutriAfiliasi tidak diketahui1
Muhamad Fhadli HansyuAfiliasi tidak diketahui1
Ridwan MustopaAfiliasi tidak diketahui1
Fahita Putri Putri SalsabilaAfiliasi tidak diketahui1
Dio Ahmad SafarizkiAfiliasi tidak diketahui1
Ezga Mayzamelilla GhievannyAfiliasi tidak diketahui1
Imron RosyidiUniversitas Jember1
muhamad muksin ahmadAfiliasi tidak diketahui1
Acep MuslimSunan Gunung Djati State Islamic University Bandung1
Thafhan Kamal AzhariAfiliasi tidak diketahui1
ParyatiAfiliasi tidak diketahui1
Nanih MahendrawatyAfiliasi tidak diketahui1
Asep Iwan SetiawanSunan Gunung Djati State Islamic University Bandung1
Agi Muhammad Abdul GhaniAfiliasi tidak diketahui1
Dadan SuherdianaAfiliasi tidak diketahui1
Asep ShodiqinAfiliasi tidak diketahui1
RofifahAfiliasi tidak diketahui1
Ririn Dia AndhikaSunan Gunung Djati State Islamic University Bandung1
Syamsuddin RSAfiliasi tidak diketahui1
Arinda Frisca SetianingrumAfiliasi tidak diketahui1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://journal.uinsgd.ac.id/index.php/reputation/oai, pertama di-harvest 7 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en-US">Rebranding Bandung Makuta Melalui Media Sosial Instagram</dc:title>
	<dc:creator>malahayati, erfinna ardia</dc:creator>
	<dc:creator>Mukarom, Zaenal</dc:creator>
	<dc:creator>Risdayah, Enok</dc:creator>
	<dc:description xml:lang="en-US">This study aims to determine the process of Bandung Makuta's rebranding activities carried out through social media Instagram using the concept initiated by Muzellec and Lambkin through four stages of rebranding. This study was conducted using a case study method with primary and secondary data obtained through in-depth interviews, observation, and documentation. The results of the study show that in its rebranding activities, Bandung Makuta can build an expansion of market segmentation through four rebranding stages: 1) Renaming, naming a new business unit "Makuta retail" 2) Repositioning, expanding market segmentation 3) Redesigning, changing design concepts, and 4 ) Relaunching, publication of new product launches. The four stages carried out by Bandung Makuta in the rebranding process are carried out as a product diversification process to attract consumer interest and generate other income. Some of the stages in the rebranding process can be said to be quite effective, but there are shortcomings in the final stage of the rebranding activity, namely relaunching.</dc:description>
	<dc:publisher xml:lang="en-US">Jurusan Ilmu Komunikasi, Fakultas Dakwah dan Komunikasi, UIN Sunan Gunung Djati Bandung</dc:publisher>
	<dc:date>2021-06-28</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.uinsgd.ac.id/index.php/reputation/article/view/20955</dc:identifier>
	<dc:identifier>10.15575/reputation.v5i4.20955</dc:identifier>
	<dc:source xml:lang="en-US">Reputation: Jurnal Ilmu Hubungan Masyarakat; Vol. 5 No. 4 (2021): REPUTATION: Jurnal Ilmu Hubungan Masyarakat; 467-484</dc:source>
	<dc:source>2747-0024</dc:source>
	<dc:source>10.15575/reputation.v5i4</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.uinsgd.ac.id/index.php/reputation/article/view/20955/11426</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2021 Reputation: Jurnal Ilmu Hubungan Masyarakat</dc:rights>
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