Brand Positioning sebagai Hasil Ko-Kreasi Digital: Bagaimana Generasi Z Indonesia Membentuk Makna Lokal Produk Global Studi pada Adidas Samba
DOI:
https://doi.org/10.37385/3svhzt69Keywords:
Positioning Produk, Media Sosial, Generasi Z, Budaya Konsumen, Fashion Lifestyle, TikTok, Instagram, Adidas Samba, Produk GlobalAbstract
Penelitian ini menunjukkan bahwa positioning produk global pada era digital tidak lagi sepenuhnya dibentuk oleh perusahaan, melainkan juga berkembang melalui aktivitas dan cara konsumen memaknai produk di media sosial. Dalam konteks Adidas Samba di Indonesia, Generasi Z tidak hanya berperan sebagai pengguna produk, tetapi juga turut membentuk makna dan positioning produk sesuai dengan identitas, budaya, dan gaya hidup mereka. Hasil penelitian menunjukkan tiga temuan utama. Pertama, positioning Adidas Samba di Indonesia telah bergeser dari sepatu olahraga menjadi bagian dari gaya hidup dan identitas fashion Generasi Z. Perubahan tersebut berkembang secara organik melalui aktivitas pengguna di media sosial seperti TikTok dan Instagram, bukan semata-mata melalui kampanye perusahaan. Kedua, media sosial memiliki peran penting dalam membentuk makna produk melalui konten styling, review, unboxing, serta penggunaan hashtag yang membangun cara baru dalam memahami produk tersebut. Ketiga, munculnya adaptasi lokal seperti konten hijabers outfit dan Samba Sumatra bermotif ulos menunjukkan bahwa konsumen Indonesia turut menciptakan makna baru terhadap produk global. Kondisi ini menjadikan Adidas Samba memiliki positioning yang khas dalam konteks budaya dan media sosial di Indonesia.
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