#Localpride in Online Media: The Rise of Indonesia Local Brand
- DOI
- 10.2991/assehr.k.220705.004How to use a DOI?
- Keywords
- local pride; branding; social media; local brands
- Abstract
In 2014 there was an invitation to love products and love the capabilities of the Indonesian nation. Many Influencers and other celebrities joined in enlivening the hashtags #BanggaBuatanIndonesia and #Localpride through their accounts. The Covid-19 pandemic has encouraged local brands to use social media to expand consumer reach. 2020 is when MSMEs and Indonesian Local Brands develop and compete to advance the creative industry in Indonesia. This paper aims further to examine the #localpride phenomenon in Indonesian online media. How is the development of local Indonesian products during the Covid-19 pandemic? Three data collection methods are used: informant interviews, literature study, and Twitter data mining with #localprideindonesia. The local pride revival initiative starts from various lines. Starting from local brand manufacturers, the Government, some online mass media who promote campaigns are proud of domestic products. Young people realize that products made in Indonesia are not inferior to foreign products. Especially with the economic pressure caused by the Covid-19 pandemic, informants are more sensitive to prices and reorganize needs priorities. This adds to the opportunity for local brands to develop. The role of social media is so significant in the phenomenon of the product revival of the nation’s children. Localpride trends strongly influence this movement in the global ecosystem. The tendency of consumers to consider various aspects at global or local level.
- 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
TY - CONF AU - Heidy Arviani AU - Ratih Pandu Mustikasari AU - Safrie Anas Priambodo AU - Putri Nada Camilia Lubna PY - 2022 DA - 2022/07/13 TI - #Localpride in Online Media: The Rise of Indonesia Local Brand BT - Proceedings of the 3rd International Media Conference 2021 (IMC 2021) PB - Atlantis Press SP - 42 EP - 50 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.220705.004 DO - 10.2991/assehr.k.220705.004 ID - Arviani2022 ER -