Abstract:
Social media are now commonly used to gain brand loyalty in order to achieve better revenue for companies, including what Mothercare Indonesia, as one of the top mothers and kids’ retailers in Indonesia, does. This research was conducted to investigate the use of Instagram for maintaining Mothercare Indonesia’s brand loyalty. This research is a qualitative method using in-depth interview for the two informants selected: Senior Manager Brand & Strategy of Mothercare Indonesia and Executive Brand & Strategy of Mothercare Indonesia. Researcher found that they have succeed in maintaining their image as a premium brand, as it was since its first launch. Moreover, for maintaining Mothercare Indonesia’s brand loyalty, they keep up their followers’ engagement on Instagram using three main concepts: quiz or giveaway, engaging content, and tips and tricks. Likewise, they always try to build good relationship with their followers and customers.
