SECURITY BRANDING SEBAGAI SALAH SATU STRATEGI START-UP INDONESIA UNTUK BERTAHAN DALAM MASA PANDEMIK COVID-19

Abstract

The writing of this paper aims to answer the question, "How can start-ups use social  media to build security branding as a strategy for start-up businesses to survive in a  pandemic?" The background of this writing is the condition of the world which is currently  in the period of the COVID-19 pandemic. This research was carried out using the Literature Study method on the definition of  security branding, Indonesian start-ups, pandemics, and the various impacts caused by  an epidemic on brands. The author also includes several case studies of a pandemic that  has an impact on brands, as well as another case study on how security branding has  been implemented in the case of creating a sense of security for consumers. These  journals are taken from various sources.  Through this research, the authors found that in dealing with the COVID-19 pandemic,  businesses can use security branding so that people can trust the security of a brand,  and this has an impact on reducing the economic impact caused by the outbreak.  Keywords: security branding, pandemic.