Analysis of e-Branding Strategic on Indomie Instant Noodles Before and During the Pandemic

Abstract

Instant noodles existed for more than 6 decades and there must be a reason it can stand up until now and even more popular. This study aimed to analyse e-branding strategic of Indomie instant noodles before and during the pandemic on Instagram and Facebook. This research used a qualitative descriptive methodology with development approach. The strategy used to analyze e-branding on social media in this study is the SOSTAC model which stands for Situation analysis (S), Objectives (O), Strategy (S), Tactics (T), Actions (A) and Control (C). The result of this study shown that overall, Instagram and Facebook KPIs assessment before and during the pandemic achieved average to good criteria.