Peran Content Creator dalam Membentuk Brand Image Dapur Fizzul Jombang

Abstract

There are many MSME products that have their own identity or brand that differentiates them
from other products and can show the superiority of the product or brand. Building a positive
brand image can be done by highlighting what are the advantages, characteristics, and
advantages of the product. The brand image of a product can be shown in different styles, one
of which is through content. As a profession whose roles and duties are to create and produce
content, content creators can create content for a business in shaping a brand image. Kitchen
Fizzul is an MSME engaged in food products that has the role of content creators in forming a
brand image through content on social media. The research method used is descriptive
qualitative. Data collection techniques carried out in this study used interviews, observation,
and documentation. The results of this study are that content creators carry out their duties
which consist of collecting ideas, producing content that matches the identity of Fizzul Kichen
which will be uploaded on Instagram. Kitchen Fizzul conveys its product image through
content uploaded on social media, the image that the product wants to emphasize is a typical
product of the archipelago. Many competitors have a similar image, so there is a role of content
creator whose job is to produce content that conveys the image that is appropriate and cools
the identity of the Fizzul Kitchen.