Anandhita, Salma Ardelia (2025) STRATEGI @OVERTHEMOOD.ID DALAM MEMBANGUN BRAND IMAGE MELALUI BRAND COMMUNITY. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (COVER)
44221010052-SALMA ARDELIA ANANDHITA-01 Cover - AULIA RABANI.pdf Download (531kB) |
|
Text (BAB I)
44221010052-SALMA ARDELIA ANANDHITA-02 Bab 1 - AULIA RABANI.pdf Restricted to Registered users only Download (334kB) |
|
Text (BAB II)
44221010052-SALMA ARDELIA ANANDHITA-03 Bab 2 - AULIA RABANI.pdf Restricted to Registered users only Download (344kB) |
|
Text (BAB III)
44221010052-SALMA ARDELIA ANANDHITA-04 Bab 3 - AULIA RABANI.pdf Restricted to Registered users only Download (283kB) |
|
Text (BAB IV)
44221010052-SALMA ARDELIA ANANDHITA-05 Bab 4 - AULIA RABANI.pdf Restricted to Registered users only Download (958kB) |
|
Text (BAB V)
44221010052-SALMA ARDELIA ANANDHITA-06 Bab 5 - AULIA RABANI.pdf Restricted to Registered users only Download (239kB) |
|
Text (DAFTAR PUSTAKA)
44221010052-SALMA ARDELIA ANANDHITA-08 Daftar Pustaka - AULIA RABANI.pdf Restricted to Registered users only Download (183kB) |
|
Text (LAMPIRAN)
44221010052-SALMA ARDELIA ANANDHITA-09 Lampiran - AULIA RABANI.pdf Restricted to Registered users only Download (824kB) |
Abstract
Penelitian ini bertujuan untuk memahami strategi yang digunakan oleh Overthemood.id dalam membangun brand image melalui brand community bernama “Moodies”. Di tengah persaingan industri kecantikan yang semakin kompetitif, brand lokal seperti Overthemood.id memanfaatkan kekuatan komunitas sebagai bagian dari strategi pemasaran modern. Penelitian ini menggunakan pendekatan kualitatif dengan paradigma konstruktivisme dan metode studi kasus. Teknik pengumpulan data dilakukan melalui wawancara mendalam terhadap Brand Manager serta anggota komunitas. Hasil penelitian menunjukkan bahwa Overthemood.id memanfaatkan tiga strategi utama dalam Marketing Public Relations, yaitu Pull, Push, dan Pass, untuk menciptakan keterikatan emosional, loyalitas, dan advokasi merek. Kegiatan seperti pengiriman PR package, tantangan media sosial, hingga akses eksklusif ke produk baru berperan penting dalam membentuk persepsi positif terhadap brand. Brand community bukan hanya menjadi media promosi, tetapi juga sarana dialog yang membangun kedekatan dan kepercayaan antara brand dan konsumennya. Penelitian ini menegaskan bahwa brand community dapat menjadi aset strategis dalam menciptakan brand image yang kuat dan berkelanjutan. This research aims to understand the strategies used by Overthemood.id in building its brand image through a brand community known as “Moodies.” In the midst of a highly competitive beauty industry, local brands such as Overthemood.id utilize the power of community as part of a modern marketing approach. This study adopts a qualitative method with a constructivist paradigm and a case study approach. Data were collected through in-depth interviews with the Brand Manager and community members. The findings indicate that Overthemood.id applies three main strategies in Marketing Public Relations: Pull, Push, and Pass, to create emotional engagement, loyalty, and brand advocacy. Activities such as PR package distribution, social media challenges, and early access to new products play a significant role in forming a positive brand perception. The brand community functions not only as a promotional medium but also as a platform for dialogue that fosters trust and closeness between the brand and its consumers. This research highlights that brand communities can serve as strategic assets in shaping a strong and sustainable brand image.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44221010052 |
| Uncontrolled Keywords: | Brand Image, Brand Community, Strategi Komunikasi, Marketing Public Relations, Merek Kecantikan Brand Image, Brand Community, Communication Strategy, Marketing Public Relations, Beauty Brand |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | Maulana Arif Hidayat |
| Date Deposited: | 29 Aug 2025 01:55 |
| Last Modified: | 29 Aug 2025 01:55 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/97224 |
Actions (login required)
 |
View Item |
