BUILDING BRAND IDENTITY THROUGH MEDIA E-COMMERCE FOR GUITAR INDUSTRIES IN MANCASAN, BAKI SUKOHARJO

Abstract

The music industry of Sukoharjo Regency is well-known as a producer of gamelan in the villages of Wirun, Mojolaban and the guitar industry in Baki District, Sukoharjo. The continuity of the guitar industry center can be run with the support of three things, namely labor absorption, availability of raw materials, and product marketing. Seeing the good development of this industrial center certainly has a positive impact, especially the image of this industrial center. But unfortunately, as the center of the guitar industry, this guitar industry does not have a clear identity because of the absence of a trademark. The object in this study was guitar craftsmen in Mancasan Village, Baki District, Sukoharjo. The research method used is descriptive qualitative. The determination of informants was carried out using purposive sampling. The results obtained in this study are strategies in building the brand identity of the guitar industry by using online marketing (e-commerce), namely websites, marketplaces, and social media. Aspects that influence the formation of brand identity a brand association, trust, and brand knowledge.