ANALISIS STRATEGI BRAND IMAGE CAMILLE BEAUTY MELALUI MEDIA SOSIAL INSTAGRAM

YOFAN PRATAMA, . (2025) ANALISIS STRATEGI BRAND IMAGE CAMILLE BEAUTY MELALUI MEDIA SOSIAL INSTAGRAM. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan menganalisis strategi brand image Camille Beauty melalui media sosial Instagram sebagai platform utama interaksi dengan konsumen. Penelitian menggunakan metode kualitatif deskriptif dengan teknik pengumpulan data berupa observasi, wawancara, dan dokumentasi. Analisis difokuskan pada tiga dimensi brand image yaitu, brand strength, brand uniqueness, dan brand favorability. Penelitian dijalankan dengan metode kualitatif melalui metode wawancara dan dokumentasi terhadap 20 orang narasumber yang merupakan konsumen dari Camille Beaty. Hasil penelitian menunjukkan bahwa Camille Beauty berhasil memanfaatkan Instagram untuk memperkuat brand strength melalui visualisasi produk yang menarik dan fitur interaktif seperti Instagram Shopping. Namun, ditemukan beberapa kelemahan, seperti formulasi produk yang kurang memenuhi ekspektasi dan masalah kualitas kemasan. Pada dimensi brand uniqueness, Camille Beauty unggul dalam ciri khas produk berbahan alami, namun memerlukan peningkatan dalam desain kemasan agar lebih diferensiatif. Pada brand favorability, meskipun familiaritas merek tinggi, terdapat tantangan dalam menjaga kepercayaan konsumen akibat permasalahan pelayanan, seperti keterlambatan pengiriman. Kesimpulannya, Camille Beauty perlu mengoptimalkan kualitas produk, memperbaiki elemen visual dan kemasan, serta meningkatkan efisiensi operasional untuk memperkuat citra merek di pasar skincare lokal. Strategi ini dapat memperkuat loyalitas konsumen dan daya saing di media sosial. Kata kunci : Brand Strength, Brand Uniqueness, Brand Favorability, Camille Beauty, Strategi Brand image. *****This study aims to analyze the brand image strategy of Camille Beauty through Instagram as the primary platform for consumer interaction. The research employs a descriptive qualitative method with data collection techniques including observation, interviews, and documentation. The analysis focuses on three dimensions of brand image: brand strength, brand uniqueness, and brand favorability. The study was conducted using qualitative methods through interviews and documentation involving 20 respondents who are Camille Beauty consumers. The findings reveal that Camille Beauty successfully utilizes Instagram to enhance Brand strength through appealing product visuals and interactive features such as Instagram Shopping. However, several weaknesses were identified, such as product formulations that do not fully meet expectations and issues with packaging quality. In terms of Brand uniqueness, Camille Beauty excels in its use of natural ingredients as a product hallmark but needs to improve its packaging design to be more distinctive. Regarding brand favorability, despite high brand familiarity, challenges remain in maintaining consumer trust due to service issues, such as delivery delays. In conclusion, Camille Beauty needs to optimize product quality, refine visual and packaging elements, and improve operational efficiency to strengthen its brand image in the local skincare market. These strategies can enhance consumer loyalty and competitiveness on social media platforms. Keywords : Brand Strength, Brand Uniqueness, Brand Favorability, Camille Beauty, Brand Image Strategies.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Agung Kresnamurti Rivai P., ST, M.M. ; 2). Andi Muhammad Sadat, SE., M.Si., Ph.D
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Users 26826 not found.
Date Deposited:	03 Mar 2025 06:08
Last Modified:	03 Mar 2025 06:08
URI:	http://repository.unj.ac.id/id/eprint/54278

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