PERAN BRAND COMMUNITY SEBAGAI STRATEGI KOMUNIKASI PEMASARAN PRODUK: Studi Deskriptif Pada Brand Community BLP Fam Untuk BLP Beauty

Novia Ayuningsih, . (2024) PERAN BRAND COMMUNITY SEBAGAI STRATEGI KOMUNIKASI PEMASARAN PRODUK: Studi Deskriptif Pada Brand Community BLP Fam Untuk BLP Beauty. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

In the ever-evolving landscape of marketing, brand communities have emerged as a significant strategy as conventional advertising methods become less effective. This study aims to explore the role of BLP Fam in supporting the marketing strategy of BLP Beauty products. It employs a qualitative method with a descriptive approach, gathering data through literature reviews, observations, and in-depth interviews. The findings reveal that although BLP Fam was not originally created as a marketing tool, the community plays an integral role in community marketing. Through active interactions on WhatsApp, BLP Fam fosters dynamic discussions centered around four key pillars: beauty, health, sustainability, and personal development. Face-to-face events such as BLP Beauty's anniversary celebrations, beauty classes, and other activities further strengthen member engagement. Members also actively share product reviews with creative content on their Instagram accounts, collaborate as models, and share inspiring stories. These experiences reinforce member loyalty to BLP Beauty. Furthermore, the community serves as a valuable feedback channel for product development and BLP Beauty's marketing strategies.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil : 1710411158] [Pembimbing : Witanti Prihatiningsih] [Penguji 1 : Fitria Ayuningtyas] [Penguji 2 : Anindita Lintangdesi]
Uncontrolled Keywords: Brand community, Marketing communication, BLP Beauty, Descriptive study, Community marketing.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
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: NOVIA AYUNINGSIH
Date Deposited: 09 Oct 2024 04:22
Last Modified: 09 Oct 2024 04:22
URI: http://repository.upnvj.ac.id/id/eprint/33829

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