ZAHRA, KANAYA FATIMATUH (2026) PERSEPSI KONSUMEN DALAM KAMPANYE KEBERLANJUTAN (studi kasus pada brand uniqlo "Join: the Power of Clothing" ). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The fast fashion industry has become a major public concern due to its environmental impacts and sustainability practices that are often perceived as inconsistent with corporate communication claims. As a global fast fashion brand, Uniqlo has responded to these issues through its sustainability campaign “JOIN: The Power of Clothing.” However, debates have emerged regarding whether this campaign represents an authentic commitment to sustainability or merely serves as a branding strategy associated with greenwashing. Therefore, this study aims to analyze consumer perceptions of Uniqlo’s Public Relations strategy in the “JOIN: The Power of Clothing” sustainability campaign, particularly within the context of greenwashing. This research draws on previous studies related to sustainability campaigns, greenwashing, and public perceptions of brand reputation and credibility. The key concepts employed include consumer perception, greenwashing, sustainability campaigns, and Public Relations, with consumer perception theory serving as the primary analytical framework to examine how consumers interpret campaign messages based on their experiences, knowledge, and social context. This study adopts a qualitative approach using a case study method. Research participants were selected through purposive sampling, consisting of Uniqlo consumers who had been exposed to the “JOIN: The Power of Clothing” campaign. Data were collected through in-depth interviews, observation, and documentation. Data analysis was conducted through data reduction, data display, and conclusion drawing and verification. Data validity was ensured through source and technique triangulation. The findings indicate that consumers generally perceive the “JOIN: The Power of Clothing” campaign positively yet skeptically. While informants appreciate the sustainability message and visual presentation of the campaign, they continue to question the level of transparency, consistency, and integration of sustainability within Uniqlo’s overall business practices. These findings suggest that the campaign is effective as a communication and branding strategy; however, it has not fully succeeded in building strong consumer trust regarding Uniqlo’s sustainability commitment. Keywords: Consumer Perception, Public Relations, Sustainability Campaign, Greenwashing, Uniqlo Industri fast fashion menjadi sorotan publik terkait dampak lingkungan dan praktik keberlanjutan yang belum sejalan dengan klaim komunikasi perusahaan. Uniqlo sebagai brand global fast fashion merespons isu tersebut melalui kampanye keberlanjutan “JOIN: The Power of Clothing”. Namun, muncul perdebatan mengenai apakah kampanye tersebut mencerminkan komitmen keberlanjutan yang autentik atau sekadar strategi pencitraan (greenwashing). Oleh karena itu, penelitian ini bertujuan untuk menganalisis persepsi konsumen terhadap strategi Public Relations dalam kampanye keberlanjutan “JOIN: The Power of Clothing” Uniqlo, khususnya dalam konteks greenwashing. Penelitian ini merujuk pada beberapa penelitian terdahulu yang membahas kampanye keberlanjutan, greenwashing, serta persepsi publik terhadap reputasi dan kredibilitas brand. Konsep kunci yang digunakan dalam penelitian ini meliputi persepsi konsumen, greenwashing, kampanye keberlanjutan, dan Public Relations, dengan teori persepsi konsumen sebagai pisau analisis utama untuk memahami bagaimana konsumen menafsirkan pesan kampanye berdasarkan pengalaman, pengetahuan, dan konteks sosial mereka. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Subjek penelitian menggunakan teknik purposive sampling, dengan kriteria konsumen Uniqlo yang pernah terpapar kampanye “JOIN: The Power of Clothing”. Teknik pengumpulan data melalui wawancara mendalam, observasi, dan dokumentasi, sedangkan teknik analisis data menggunakan tahapan reduksi data, penyajian data, serta penarikan kesimpulan dan verifikasi. Keabsahan data diuji melalui triangulasi sumber dan teknik. Hasil penelitian menunjukkan secara umum konsumen memandang kampanye “JOIN: The Power of Clothing” secara positif namun skeptis. Informan mengapresiasi pesan keberlanjutan dan pendekatan visual kampanye, namun masih meragukan tingkat transparansi, konsistensi, dan integrasi keberlanjutan Uniqlo ke dalam praktik bisnisnya. Temuan ini mengindikasikan bahwa kampanye dinilai sebagai strategi komunikasi dan pencitraan, namun belum sepenuhnya mampu membangun kepercayaan konsumen terhadap komitmen keberlanjutan Uniqlo secara menyeluruh. Kata Kunci: Persepsi Konsumen, Public Relations, Kampanye Keberlanjutan, Greenwashing, Uniqlo.
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