GLOKALISASI WARDAH DALAM MENINGKATKAN CITRA PRODUK KECANTIKAN HALAL INDONESIA DI PASAR GLOBAL TAHUN 2020-2025

Shafira Natasha Khairani, . (2025) GLOKALISASI WARDAH DALAM MENINGKATKAN CITRA PRODUK KECANTIKAN HALAL INDONESIA DI PASAR GLOBAL TAHUN 2020-2025. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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AWAL.pdf
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Abstract

The massive development of globalization has resulted in several concepts as an integration of aspects of the lives of world society such as glocalization. The concept of glocalization aims to offer a stable identity with adjustments to a broad global target market. This paper focuses on the Wardah brand as a pioneer of Indonesian halal beauty products which is examined using George Ritzer's glocalization concept with the glocalization of something and glocalization of nothing. In addition, the theory of nation branding by Simon Anholt is also used as an analytical tool to examine Wardah's strategy in expanding market share in other countries. Qualitative descriptive and literature study data collection are used as tools or methods in this paper. The conclusion of this paper states that glocalization, a subtype of glocalization of something, is more visible in Wardah's expansion efforts into the global market compared to glocalization of nothing, which is carried out by upholding the originality of Wardah's halal concept. However, this paper still requires more data and research, especially on the application of the glocalization concept to the beauty sector, to support the validity of the analysis. Therefore, this study is expected to contribute to the analysis and data collection regarding the application of the glocalization concept.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010412177] [Pembimbing: Sophiana Widiastutie] [Penguji 1: Asep Kamaluddin Nashir] [Penguji 2: Laode Muhamad Fathun]
Uncontrolled Keywords: Glocalization, Nation Branding, Wardah, Halal Beauty
Subjects: J Political Science > JZ International relations
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Hubungan Internasional (S1)
Depositing User: SHAFIRA NATASHA KHAIRANI
Date Deposited: 02 Apr 2026 08:45
Last Modified: 02 Apr 2026 08:45
URI: http://repository.upnvj.ac.id/id/eprint/49641

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