Social media utilization in building branding Sanggar “Saiyo Sakato”

Universitas Pendidikan Indonesia, Bandung, Indonesia

^* Corresponding author: dhaniel.ameva@upi.edu

Abstract

Sanggar “Saiyo Sakato” has problems in meeting market tastes due to the limited quality of human resources. This article discusses the use of social media as a means of rebuilding public trust in the existence of the sanggar “saiyo sakato” through branding changes. The two main topics discussed are the process of changing branding through social media and the impact of changes on the sustainability of the studio. This research was conducted through descriptive research with a qualitative approach. Data were obtained through participant observation, document study of comments that appeared on social media, display of studio information on social media, and interviews with five participants, namely three people from the community before the change in studio branding and two consumers with the new branding. The research findings explain that the studio’s branding, which was previously a solo organ format, was changed to offering bridal accompaniment using saxophone, minang music entertainment with band and solo organ formats. Each studio member actively uploads videos as a promotion on their respective social media such as Facebook and Instagram. This strategy was able to attract consumers among young people. The results of this research are expected to be able to inspire how to rebuild public trust in the existence of art studios.