USE OF SOCIAL MEDIA IN BUILDING BRAND IDENTITY AMONG YOUNG ENTREPRENEURS^
Imam Yuwono

Universitas Dian Nusantara

Abstract

Increasing the number of social media users is a potential for entrepreneurs or young entrepreneurs, especially to develop their business on social media. 191 million active social media users are a potential target market for the business world. Optimum utilization of social media for business can benefit business people and improve the welfare of business people and the people involved such as expanding employment opportunities so as to contribute to community welfare and reduce poverty. One effort that can be done is to build a brand identity on social media by young entrepreneurs. As is well known, social media users in Indonesia, especially Instagram, are young people. The large number of young entrepreneurs doing business on social media is a challenge in itself to be able to compete to attract the attention of consumers, so the products offered must have an identity so that they are easily recognized among competitors. The research method used is descriptive method, the research subjects are young entrepreneurs who use social media for business for at least 1 year and are selected purposively.

Keywords: Brand Identity, Social Media, Young Entrepreneurs

Topic: Business, Corporate Governance, and Accounting