Ditemukan 4 dokumen yang sesuai dengan query
Azlifa Rheynata Dewi
"Pengaruh media digital menyebabkan perkembangan yang pesat di banyak industri, termasuk industri tata rias, yang akan dieksplorasi lebih lanjut dalam penelitian ini. Raine Beauty adalah salah satu merek lokal terkemuka terbaru yang diciptakan oleh Raisa Adriana, seorang penyanyi di Indonesia. Penelitian ini bertujuan untuk mengamati, mengeksplorasi dan menganalisis peran branding Raisa Andriana dalam berkembangnya bisnis Raine Beauty di Instagram. Untuk memenuhi tujuan makalah penelitian ini, penelitian ini menggunakan dua teori; Brand Awareness Theory dan Brand Recognition dan Brand Recall Performance. Data dikumpulkan menggunakan analisis data kualitatif melalui data analisis dan jurnal-jurnal terdahulu. Hasil penelitian ini membuktikan bahwa personal branding Raisa membantu meningkatkan bisnis Raine Beauty dan kesadaran merek mereka dengan mempromosikan merek tersebut sekaligus menjalin dan menjaga hubungan antara para pengikutnya. Selain itu, jurnal ini diharapkan dapat memberikan pemahaman lebih kepada pembaca tentang bagaimana personal branding dapat mempengaruhi kesadaran merek suatu bisnis melalui engagement dan followers di Instagram.
The effect of digital media leads to growth of many industries, including the makeup industry, which will be explored more in this study. Raine Beauty is one of the newest leading local brands created by Raisa Adriana, a singer in Indonesia. This research paper focuses more on Raisa as a singer who utilizes her Instagram to promote Raine Beauty's business. The aim of this research is to observe, explore and analyze Raisa Andriana’s branding role in raising Raine Beauty’s business on Instagram. To fulfill this research paper’s objective, this study uses Brand Awareness Theory and Brand Recognition and Recall Performance. The data is collected through content analysis and past journals. The data analysis uses qualitative data analysis. The results of this study proved that Raisa’s personal branding helps to raise Raine Beauty's business and brand awareness by promoting the brand while also engaging and maintaining the relationship between her followers. Moreover, it also gives readers a further understanding that personal branding can affect brand awareness of a business through Instagram engagement and followers."
Depok: Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Indonesia, 2023
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UI - Tugas Akhir Universitas Indonesia Library
Bianca Hediana
"Pesatnya pertumbuhan industri kecantikan dan jumlah konsumen barang mewah di Indonesia mendorong perusahaan untuk memaksimalkan strategi pemasaran di media sosial. Studi ini bertujuan untuk meneliti hubungan antara aktivitas pemasaran di media sosial dengan ekuitas merek berbasis konsumen yang dimediasi oleh manfaat komunitas daring serta pengalaman konsumen terhadap merek. Data penelitian diraih menggunakan kuesioner berskala Likert 1-5 dengan 471 responden berusia 25-44 tahun yang membeli dan mengikut merek kecantikan luxury di media sosial. Dengan teknik Structural Equation Model berbasis Partial Least Square (SEM-PLS), studi menemukan adanya efek langsung dan efek mediasi melalui Brand Experience dan Social Media Benefits pada hubungan Social Media Marketing Activities dengan Consumer-based Brand Equity. Selain itu, studi menunjukkan terdapat efek langsung dan efek mediasi melalui Brand Experience pada hubungan Social Media Marketing Activities dengan Social Media Benefits.
The rapid growth of beauty industry and number of luxury goods consumers in Indonesia encourage companies to maximize their social media marketing strategies. This study aims to examine the relationship between social media marketing activities and consumer-based brand equity which are mediated by social media benefits and brand experience. The research data was obtained by using a 5-point Likert scale questionnaire with 471 respondents aged 25-44 years who buys and follow luxury beauty brands on social media. Using Structural Equation Model-Partial Least Square based (SEM-PLS) technique, this study finds a direct and mediating effect between Social Media Marketing Activities and Consumer-based Brand Equity. Furthermore, this study shows a direct and mediating effect between Social Media Marketing Activities and Social Media Benefits."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2021
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UI - Skripsi Membership Universitas Indonesia Library
Putri Sofi Yatasya
"Merek dan bisnis kini semakin tertarik untuk menemukan cara menggunakan influencer sebagai ‘tokoh populer’ untuk mengenalkan produk kepada audiens mereka. Penelitian ini bertujuan untuk mengetahui pengaruh kredibilitas dan interaksi parasosial oleh Youtube influencer terhadap intensi pembelian produk kecantikan yang dipengaruhi oleh physical attractiveness, attitude homophily, serta social attractiveness. Penelitian ini bersifat kuantitatif dan menggunakan Covariance Based Structural Equation Modelling (CB-SEM) untuk pengolahan data berdasarkan data dari 639 responden yang diperoleh melalui penyebaran kuesioner terhadap pengguna aktif Youtube yang mengikuti (berlangganan) pada beauty influencer Indonesia selama lebih dari 3 bulan. Penelitian ini menunjukkan hasil bahwa physical attractiveness, attitude homophily, dan social attractiveness berpengaruh secara positif dan signifikan terhadap para-social interaction. Selanjutnya physical attractiveness dan attitude homophily berpengaruh secara positif dan signifikan terhadap credibility dari influencer. Terakhir, credibility dan para-social interaction berpengaruh secara positif dan signifikan terhadap purchase intention. Implikasi manajerial serta saran bagi penelitian selanjutnya dibahas lebih lanjut di dalam penelitian ini.
Brands and businesses are increasingly interested in finding ways to use influencers as ‘popular figures’ to introduce products to their audience. This study aims to determine the influence and parasocial interaction by Youtube influencer on the intensity of purchasing beauty products influenced by physical attractiveness, attitude homophily, and social attractiveness. This quantitative research uses Covariance Based Structural Equation Modeling (CB-SEM) for data processing based on data from 639 respondents obtained through questionnaires to active Youtube users who have subscribed to Indonesian beauty influencers for more than three months. This study shows that physical attractiveness, attitude homophily, and social attractiveness have a positive and significant effect on interpersonal interactions. Furthermore, physical attractiveness and attitude homophily have a positive and significant effect on the credibility of the influencer. Finally, credibility and parasocial interaction have a positive and significant effect on purchase intention. The managerial implications and suggestions for further research are discussed further in this study."
Depok: Fakultas Ekonomi dan Bisinis Universitas Indonesia, 2022
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UI - Skripsi Membership Universitas Indonesia Library
Azmii Haniifah Budi Setyaningati
"Penelitian ini bertujuan untuk menganalisa pengaruh dari Social Responsibility Marketing terhadap brand attitude dalam industri brand kecantikan di Indonesia. Sampel yang digunakan dalam penelitian ini adalah responden pria dan wanita berusia 18-35 tahun yang berdomisili di Indonesia serta mengetahui dan pernah membeli produk dari salah satu brand yang mengimplementasikan Social Responsibility Marketing dalam waktu 3 bulan terakhir. Terdapat 209 responden dalam penelitian ini yang diperoleh dari online survey dengan metode purposive sampling. Data yang terkumpul dianalisis dengan metode Partial Least Square - Structural Equation Modeling (SEM) menggunakan software SmartPLS. Dari penelitian ini ditemukan bahwa adanya pengaruh positif dari penggunaan Social Responsibility Marketing terhadap brand attitude yang dibuktikan melalui beberapa variabel yaitu brand familiarity, campaign credibility, campaign attitude, campaign fit, dan involvement with the cause. Selain itu, penelitian ini juga menemukan adanya pengaruh positif dari variabel campaign attitude terhadap campaign credibility yang mengisi celah dari penelitian sebelumnya. Terlebih lagi, peneliti menambahkan hubungan antara variabel brand image terhadap brand attitude yang menghasilkan hubungan positif.
This research aimed to analyze the effect of Social Responsibility Marketing on brand attitude in the beauty industry in Indonesia. The sample used in this research consisted of men and women between 18-35 years old domiciled in Indonesia and have known and purchased products from beauty brands that implemented Social Responsibility Marketing in the last 3 months. There are 209 respondents in this research which obtained through an online survey with purposive sampling method. The collected data is then analyzed with PartialLeast Square – Structural Equation Modeling (SEM) using SmartPLS software. From this research, it is found that there is a positive relationship between Social Responsibility Marketing usage on brand attitude, which isproven through several variables namely, brand familiarity, campaign credibility, campaign attitude, campaignfit, and involvement with the cause. Additionally, the results found that there was a positive effect of campaignattitude on campaign credibility which fills the prior research gap. Furthermore, the researcher added brandimage variable which positively affected brand attitude."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2022
S-pdf
UI - Skripsi Membership Universitas Indonesia Library