Theresia Avilla Resti Ayu Marganingsih, . (2026) STRATEGI KOMUNIKASI PEMASARAN TERPADU UNTUK MENYIKAPI PUBLISITAS NEGATIF DI MEDIA SOSIAL INSTAGRAM @esqacosmetics. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The growth of social media has significantly transformed how companies interact with consumers, especially in addressing negative publicity. This study aims to analyze the marketing communication strategies used by ESQA to respond to negative publicity that emerged on social media, particularly Instagram, triggered by a boycott following a controversial action by one of its founders. This research uses a qualitative approach with a descriptive method and collects data through in-depth interviews and documentation, based on the concept of Integrated Marketing Communication (IMC). The findings show that ESQA employed various strategies such as public clarification, humanitarian donations, community reinforcement, and influencer collaboration. However, the effectiveness of these strategies was limited by insufficient two-way communication and a lingering negative public perception. The study concludes that a fast, consistent, and adaptive marketing communication strategy is essential to restore brand image and maintain consumer trust in the digital era.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411311] [Pembimbing: Windhi Tia Saputra] [Penguji 1: Witanti Prihatiningsih] [Penguji 2: Ratu Nadya Wahyuningratna] |
| Uncontrolled Keywords: | ESQA, IMC, Instagram, Marketing Communication Strategy, Negative Publicity, Social Media |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Theresia Avilla Resti Ayu Marganingsih |
| Date Deposited: | 06 Apr 2026 02:27 |
| Last Modified: | 06 Apr 2026 02:27 |
| URI: | http://repository.upnvj.ac.id/id/eprint/49858 |
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