Hanifah, Oki Tsany Nur (2024) PERAN BRAND COMMUNITY DALAM MEMBANGUN BRAND IMAGE (Studi pada Glow Up Agents Community pada Brand Bhumi). Other thesis, UPN Veteran Yogyakarta.
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Abstract
ABSTRAK
Perkembangan industri kecantikan di Indonesia yang ditandai dengan meningkatnya perusahaan
dan konsumsi produk kecantikan membuat persaingan dalam industri ini menjadi semakin ketat.
Dalam hal ini, image yang positif diperlukan agar brand dapat unggul dari kompetitor. Bhumi
sebagai salah satu brand skincare lokal di Indonesia membangun brand image-nya melalui brand
community yang bernama Glow Up Agents Community. Penelitian ini bertujuan untuk melihat
peran Glow Up Agents Community dalam membangun brand image Bhumi. Metode penelitian
yang digunakan adalah kualitatif deskriptif. Data dalam penelitian ini dihimpun melalui
wawancara mendalam. Penelitian ini menggunakan konsep brand community serta teori value co-
creation yang memiliki empat komponen, yaitu social networking, impression management,
community engagement, dan brand use. Hasil penelitian menunjukkan bahwa Glow Up Agents
Community memenuhi seluruh elemen penyusun brand community dan memenuhi empat kategori
praktik value co-creation. Dalam Glow Up Agents Community, praktik impression management
yang ditunjukkan dengan kesediaan anggota untuk mempromosikan produk Bhumi Skincare
secara sukarela menjadi kategori yang paling berperan dalam membangun brand image Bhumi
Skincare.
Kata kunci: Brand Community, Brand Image, Value Co-creation
ABSTRACT
The development of the beauty industry in Indonesia, marked by the increasing number of
companies and consumption of beauty products, has made competition in this industry
increasingly fierce. In this case, a positive brand image is needed so that the brand can excel from
competitors. Bhumi, as one of the local skincare brands in Indonesia, builds its brand image
through a brand community called Glow Up Agents Community. This research aims to see the role
of the Glow Up Agents Community in building Bhumi's brand image. The research method used
is descriptive qualitative. The data in this research was collected through in-depth interviews. This
research uses the brand community concept and value co-creation theory which has four
components, namely social networking, impression management, community engagement, and
brand use. The research results show that Glow Up Agents Community fulfills all the elements that
make up a brand community and fulfills four categories of value co-creation practices. In the Glow
Up Agents Community, impression management practices demonstrated by members' willingness
to promote Bhumi Skincare products voluntarily are the category that plays the most role in
building Bhumi Skincare's brand image.
Keywords: Brand Community, Brand Image, Value Co-Creation
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Brand Community, Brand Image, Value Co-Creation |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Eko Yuli |
| Date Deposited: | 28 Oct 2024 07:16 |
| Last Modified: | 28 Oct 2024 07:16 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/41503 |
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