Strategi Pemasaran 4C pada Media Sosial Exhale Apparel Banyuwangi

Abstract

This study aims to analyze the implementation of the 4C marketing strategy (context, communication, collaboration, connection) on the social media platforms of Exhale Apparel. The background of this research is based on the increasing number of social media users, the growth of the fashion industry, and the phenomenon of marketing through social media platforms such as Instagram and TikTok. The research method used is descriptive qualitative, conducted at Exhale Apparel, located in Karangbendo Village, Rogojampi District, Banyuwangi Regency. Data were collected through observation, interviews, and documentation. The data analysis methods used include domain and taxonomic analysis, and triangulation was carried out to ensure the validity of the data. The results of this study show that Exhale Apparel implements "context" by presenting various content that delivers clear information and messages to its audience, consistently featuring fashion-related topics. "Communication" is carried out by actively responding to messages and comments. "Collaboration" is established with local brands and fashion influencers to expand market reach and enhance brand image. "Connection" is fostered through communication, appreciation, and content that engages consumers.