STRATEGI BRANDING IMAGE BUTIK MEJIKUHIBINIU MELALUI PERSONAL SELLING (Studi pada Butik Mejikuhibiniu)

Branding itself is a communication activity undertaken by a company to build and expand its brand. The branding image strategy implemented by Mejikuhibiniu Boutique is a key element in building communication with its customers and selling boutique products. Personal selling is an effort to establish positive interactions with customers. The purpose of this study was to determine the branding image strategy through personal sales of Mejikuhibiniu boutique products. This research used a qualitative approach with a descriptive type and a case study as its basis. Data collection techniques include field observation, in-depth interviews, documentation, and data validity checks using source triangulation. This study used George Herbert Mead's Symbolic Interaction Theory as the theoretical foundation for data analysis. The results of this study indicate that the interaction process at Mejikuhibiniu Boutique occurs directly through two-way communication. Interactions with customers include observing potential buyers before the interaction occurs; utilizing personal-based digital media such as WhatsApp and Instagram; and a personal approach to managing criticism and suggestions from boutique customers; and providing education regarding the boutique's product launch to potential buyers as a personal selling approach to attract new customers.