Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)

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Analysis of e-Branding Strategic on Indomie Instant Noodles Before and During the Pandemic

Authors
Birgita Neysa Naomi Efrem Mentari1, *, Herawati Herawati2, Jennifer Jennifer2, Flaviani Nathania Leonardi3, Cindy Kurniawan4, Nada Salsabila5, Hetty Karunia Tunjungsari2
1Accounting Department, Faculty of Economics & Business, STIE Gentiaras, Indonesia
2Management Department, Faculty of Economics & Business, Universitas Tarumanagara, Indonesia
3Psychology Department, Faculty of Psychology, Universitas Tarumanagara, Indonesia
4Visual Communication Design Department, Faculty of Arts and Design, Universitas Tarumanagara, Indonesia
5Graduate School of Notarial, Faculty of Law, Universitas Tarumanagara, Indonesia
*Corresponding Author. Email: neysanaomi07@gmail.com
Corresponding Author
Birgita Neysa Naomi Efrem Mentari
Available Online 21 April 2022.
DOI
10.2991/assehr.k.220404.302How to use a DOI?
Keywords
E-Branding Strategic; Indomie; Instant Noodles; Pandemic; SOSTAC
Abstract

Instant noodles existed for more than 6 decades and there must be a reason it can stand up until now and even more popular. This study aimed to analyse e-branding strategic of Indomie instant noodles before and during the pandemic on Instagram and Facebook. This research used a qualitative descriptive methodology with development approach. The strategy used to analyze e-branding on social media in this study is the SOSTAC model which stands for Situation analysis (S), Objectives (O), Strategy (S), Tactics (T), Actions (A) and Control (C). The result of this study shown that overall, Instagram and Facebook KPIs assessment before and during the pandemic achieved average to good criteria.

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 Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
21 April 2022
ISBN
10.2991/assehr.k.220404.302
ISSN
2352-5398
DOI
10.2991/assehr.k.220404.302How 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

risenwbib
TY  - CONF
AU  - Birgita Neysa Naomi Efrem Mentari
AU  - Herawati Herawati
AU  - Jennifer Jennifer
AU  - Flaviani Nathania Leonardi
AU  - Cindy Kurniawan
AU  - Nada Salsabila
AU  - Hetty Karunia Tunjungsari
PY  - 2022
DA  - 2022/04/21
TI  - Analysis of e-Branding Strategic on Indomie Instant Noodles Before and During the Pandemic
BT  - Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
PB  - Atlantis Press
SP  - 1852
EP  - 1856
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220404.302
DO  - 10.2991/assehr.k.220404.302
ID  - Mentari2022
ER  -