PENGARUH CO-BRANDING PRODUK MAKE OVER X NIKI TERHADAP BRAND IMAGE MAKE OVER COSMETICS DI MEDIA SOSIAL INSTAGRAM

GALUH SUKMA DWIJAYANTI, . (2025) PENGARUH CO-BRANDING PRODUK MAKE OVER X NIKI TERHADAP BRAND IMAGE MAKE OVER COSMETICS DI MEDIA SOSIAL INSTAGRAM. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh co-branding produk Make Over X NIKI terhadap brand image Make Over Cosmetics di Instagram. Selain itu, penelitian ini mengkaji bagaimana strategi co-branding mempengaruhi persepsi konsumen terhadap brand image, dengan fokus pada akun @makeoverid yang dikelola oleh Make Over Cosmetics. Mengingat pesatnya pertumbuhan industri kosmetik di Indonesia, strategi pemasaran menjadi sangat penting dalam membangun brand image yang kuat dan relevan bagi konsumen. Penelitian ini menggunakan teori Elaboration Likelihood Model dan Social Identity dalam menganalisis pengaruh dari kedua variabel yang ditetapkan. Populasi dan sampel dalam penelitian ini adalah followers akun Instagram @makeoverid yang telah terpapar konten kolaborasi Make Over X NIKI, dengan jumlah sampel sebanyak 342 responden. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei eksplanatif. Teknik pengumpulan data dilakukan melalui kuesioner Google Form yang disebarkan kepada 342 responden followers Instagram @makeoverid. Analisis data dilakukan menggunakan software SPSS versi 29, dengan uji korelasi, normalitas, linearitas, analisis regresi linear sederhana, koefisien determinasi, dan uji t. Hasil penelitian menunjukkan bahwa co-branding memiliki pengaruh positif dan signifikan terhadap brand image, dengan nilai sebesar 41%. Studi ini membuktikan bahwa strategi co-branding dapat menjadi alat pemasaran yang efektif untuk meningkatkan brand image di industri kosmetik, khususnya melalui platform media sosial seperti Instagram. ***** This study aims to analyze the influence of the Make Over X NIKI product cobranding on the brand image of Make Over Cosmetics on Instagram. In addition, the research examines how the co-branding strategy affects consumer perceptions of the brand image, focusing on the @makeoverid account managed by Make Over Cosmetics. Given the rapid growth of the cosmetics industry in Indonesia, marketing strategies have become crucial in building a strong and relevant brand image for consumers. This study uses the Elaboration Likelihood Model and Social Identity Theory to analyze the influence of the two established variables. The population and sample in this study consist of followers of the @makeoverid Instagram account who have been exposed to the Make Over X NIKI collaboration content, with a total sample size of 342 respondents. This research uses a quantitative approach with an explanatory survey method. Data collection was conducted through a Google Form questionnaire distributed to 342 Instagram followers of @makeoverid. Data analysis was performed using SPSS version 29 software, involving correlation tests, normality tests, linearity tests, simple linear regression analysis, coefficient of determination, and t-tests. The results show that co-branding has a positive and significant influence on brand image, with an impact value of 41%. This study demonstrates that co-branding strategies can be an effective marketing tool to enhance brand image in the cosmetics industry, particularly through social media platforms like Instagram.

Item Type:	Thesis (Diploma)
Additional Information:	1). Mentari Anugrah Imsa, M.Si. ;
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum) Ilmu Sosial > Komunikasi
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Users 28008 not found.
Date Deposited:	25 Jul 2025 07:40
Last Modified:	25 Jul 2025 07:40
URI:	http://repository.unj.ac.id/id/eprint/56764

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