STRATEGI KOMUNIKASI OMNICHANNEL DALAM BRANDING PRODUK KOSMETIK DI ERA DIGITAL

FITRIYASA, HAZMI (2023) STRATEGI KOMUNIKASI OMNICHANNEL DALAM BRANDING PRODUK KOSMETIK DI ERA DIGITAL. S2 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) 01 Cover.pdf Download (565kB) | Preview
Preview	Text (ABSTRAK) 02 Abstrak.pdf Download (60kB) | Preview
	Text (BAB I) 03 Bab 1.pdf Restricted to Registered users only Download (139kB)
	Text (BAB II) 04 Bab 2.pdf Restricted to Registered users only Download (267kB)
	Text (BAB III) 05 Bab 3.pdf Restricted to Registered users only Download (69kB)
	Text (BAB IV) 06 Bab 4.pdf Restricted to Registered users only Download (372kB)
	Text (BAB V) 07 Bab 5.pdf Restricted to Registered users only Download (57kB)
	Text (DAFTAR PUSTAKA) 08 Daftar Pustaka.pdf Restricted to Registered users only Download (144kB)
	Text (LAMPIRAN) 09 Lampiran.pdf Restricted to Registered users only Download (251kB)

Abstract

The sales of cosmetic products in the digital era, especially during the Covid-19 pandemic, have experienced rapid growth. In the digital environment, customers have the ability to share and communicate their opinions, create brand awareness, trigger Electronic Word of Mouth (E-WOM), and shape brand image. Social media provides broad access for users to interact with companies or communities, significantly impacting brand perception. This research aims to analyze how the omnichannel communication model can enhance the brand image of local beauty products, with a focus on MS Glow, currently ranking highest in sales on the marketplace. The research method used is qualitative and based on the theories of E-WOM and Omnichannel. The research findings reveal that MS Glow has successfully addressed branding challenges by collaborating with celebrities and influencers as endorsers, increasing product appeal, and strengthening customer confidence. With advertising messages emphasizing natural beauty and selfconfidence, especially through influencers who use the products, MS Glow delivers a deeper meaning of beauty to consumers. The implementation of the omnichannel communication model through social media has helped MS Glow enhance the influence of its persuasive messages. Collaboration with influencers expands the market reach and builds customer trust, allowing MS Glow to maintain and expand its customer base in the competitive cosmetics market. Keywords: MS Glow, E-WOM, Omnichannel, Image, Product. Penjualan produk kosmetik di era digital, terutama selama pandemi Covid-19, mengalami pertumbuhan pesat. Di lingkungan digital, pelanggan memiliki kemampuan untuk berbagi dan mengkomunikasikan pendapat mereka, menciptakan kesadaran merek pelanggan, dan memicu Electronic Word of Mouth (E-WOM) serta membentuk citra merek. Media sosial memberikan akses yang luas bagi pengguna untuk berinteraksi dengan perusahaan atau komunitas, berdampak signifikan pada persepsi merek. Penelitian ini bertujuan menganalisis bagaimana model komunikasi omnichannel dapat meningkatkan citra merek produk kecantikan lokal, dengan fokus pada MS Glow, yang saat ini menduduki peringkat tertinggi dalam penjualan di marketplace. Metode penelitian yang digunakan adalah kualitatif dengan berlandaskan teori E-WOM dan Omnichannel. Hasil penelitian mengungkapkan bahwa MS Glow berhasil mengatasi tantangan dalam branding dengan menggandeng selebriti dan influencer sebagai endorser, meningkatkan daya tarik produk, dan memperkuat keyakinan pelanggan. Dengan pesan iklan yang menekankan kecantikan alami dan kepercayaan diri, terutama melalui influencer yang merupakan pengguna produk, MS Glow memberikan makna cantik yang lebih mendalam bagi konsumen Penerapan model komunikasi omnichannel melalui media sosial telah membantu MS Glow meningkatkan pengaruh pesan persuasifnya. Kolaborasi dengan influencer memperluas jangkauan pasar dan membangun kepercayaan pelanggan, memungkinkan MS Glow untuk mempertahankan dan memperluas basis pelanggan dalam persaingan yang sengit di pasar kosmetik. Kata Kunci : MS Glow, E-WOM, Omichannel, Citra, Produk

Item Type:	Thesis (S2)
Call Number CD:	CD/552. 23 053
NIM/NIDN Creators:	55219120003
Uncontrolled Keywords:	MS Glow, E-WOM, Omichannel, Citra, Produk
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.22 Kinds of Communication/Jenis-jenis Komunikasi 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.24 Content/Isi Komunikasi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Pascasarjana > Magister Ilmu Komunikasi
Depositing User:	ADELINA HASNA SETIAWATI
Date Deposited:	07 Nov 2023 09:03
Last Modified:	07 Nov 2023 09:03
URI:	http://repository.mercubuana.ac.id/id/eprint/83986

Actions (login required)

View Item