Local Pride Movement As A Local Sneaker Branding Strategy

Bayu Aji Suseno, Anwar Hidayat

Abstract


This research aims to determine the revival of local pride tagline or slogan as a social movement for being proud of wearing local sneaker brand. In this research, the branding theory was used to analyze the formation of local pride or being pride of Indonesian-made products slogan or taglines. This research used a qualitative method with an analytic descriptive approach. Meanwhile, data were collected through non-participant observation to obtain an overview or information about objective or event conditions. The research result showed that the local pride movement practiced through cross-industry collaboration with influencers was able to build the brand personality of local shoes on consumers’ buying interests. The level of consumer ethnocentrism in the community resulted in brand awareness providing significant effects on the decision to buy local shoes. It was also in line with the government policy through restriction on imported commodities for products or goods that can be made domestically. The Content digital marketing was adopted by developing a proud Indonesian products theme. It was carried out through a hashtag for #LocalPride to increase the number of local shoes product sales, and it also can be used as a promotional tool that has proven to be effective to increase the number of followers on social media.

Keywords


movement, local pride, branding, sneaker, footwear, Indonesia

Full Text:

PDF

References


Aamidor, Aamidor. (2006). In Chuck Taylor, All Star: The True Story of the Man behind the Most Famous Athletic Shoe in History. USA: Indiana University Press.

Adriansyah, Rizky. (2019). Perancangan Aktivitas Branding Sneakers Lokal dengan Studi Kasus Merek Sneakers Lokal Compass. Thesis, Universitas Pasundan.

Blake, J., & Ernst, D. (1993). Collaborate to Compete in The Global Market. New Jersey: John Wiley and Sons.

Cherri, Cherri. (2020). Strategi Promosi Urban Sneaker Society melalui Akun Instagram dengan Memanfaatkan Tren Hypebeast pada Generasi Milenial. Thesis: Universitas Pelita Harapan.

Dharmawan, Osha Putra & Handoyo, Pambudi. (2017). Fenomena Sneakers Impor (Studi Konstruksi Sosial Pemakaian Sneakers Impor). Journal Paradigma, 5(1), 1-8

Ferguson, Jodie L & Ellen, Pam Scholder. (2013). Transparency in Pricing and Its Effect on Perceived Price Fairness. Journal of Product and Brand Management, 22(5), 404-412.

https://doi.org/10.1108/JPBM-06-2013-0323

Freeman, R.E. (1984). Strategic Management: A Stakeholder. Boston: Pitman.

Harfiansyah, Muhammad Firza & Djuwita, Amalia. (2021). Motif Penggunaan Brand Lokal Di Kalangan Generasi Milenial. eProceedings of Management, 8(2), 1779.

Kawamura, Yuniya. (2016). Sneakers : Fashion, Gender, and Subculture. United Kingdom: Bloomsbury Publishing.

Keyser, Amber. (2015). Sneaker Century : A History of Athletic Shoes. USA: Lerner Publishing Group, Inc

Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer‐based brand equity. Journal of Consumer Marketing, 12(4), 11–19. https://doi.org/10.1108/07363769510095270

Nastain, Muhamad. (2017). Branding dan Eksistensi Produk (Kajian Teoritik Konsep Branding dan Tantangan Eksistensi Produk. Channel, 5(1), 14–26.

Permana, Sony Hendra. (2017). Meningkatkan Industri Sepatu atau Alas Kaki Nasional. Buletin APBN Pusat Kajian Anggaran Badan Keahlian DPR RI, 3–6.

Royan, F. M. (2005). Marketing Celebrities. PT. Elex Media Komputindo.

Siagian Sondang P. (1996). Manajemen Strategik. Jakarta: Rajawali Press.

Susanto & Hilmawan, W. (2004). Power Branding : Membangun Merek. Unggul dan Organisasi Pendukungnya. Jakarta: PT Mizan Publika.

Werry, Fredyan Ary. (2019). Pengaruh Pemasaran Digital dan Kualitas Produk Terhadap Keputusan Pembelian. Thesis. Universitas Sanata Darma Yogyakarta.

Van Gelder, Sicco. (2003). Global Brand Strategy. London: Kogan Page

Zakiyyah, A. M. (2018). Pengaruh Flash Sale Terhadap Pembelian Impulsif Online Pada Toko Online “Pulchragallery.” Jurnal Manajemen dan Bisnis Indonesia, 4(1), 63-70. https://doi.org/10.32528/jmbi.v4i1.1716

Zhou, Lianxi & Michael K. Hui. (2003). Symbolic Value of Foreign Products in the People’s Republic of China. Journal of International Marketing, 11(2), 36–58.

https://doi.org/10.1509/jimk.11.2.36.20163

Internet

https://www.statista.com/outlook/dmo/ecommerce/fashion/footwear/indonesia

https://katadata.co.id/arsip/analisisdata/5f9a9931ef083/mengandalkan-konsumsi-produk-lokal-untuk-memulihkan-ekonomi

https://setkab.go.id/peresmian-gerakan-nasional-banggabuatanindonesia-melalui-telekonferensi-14-mei-2020-di-istana-merdeka-provinsi-dki-jakarta




DOI: http://dx.doi.org/10.21776/ub.JIAE.009.02.6

Refbacks

  • There are currently no refbacks.




Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.