Dwi Fitria Ningsih, DFN (2026) KONSTRUKSI PENGALAMAN KOMUNIKASI GENERASI Z DALAM MENGGUNAKAN WARDAH SEBAGAI BRAND LOKAL YANG TETAP RELEVAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Female Generation Z members represent a potential market in the cosmetics industry, with a relatively large population compared to other generations. This study stems from the phenomenon that Wardah, a local brand that has long been present in Indonesia, has managed to survive and remain popular among Generation Z despite competition from global brands and ever-changing beauty trends. This raises an important question in the field of Communication Studies, particularly from the perspective of communication phenomenology: how Generation Z experiences and interprets the use of Wardah in their daily lives. This study aims to understand how Generation Z’s communication experiences in using Wardah remain relevant. The research methodology employed is qualitative, utilizing phenomenology to describe the construction of reality among Generation Z. The data collection techniques used include interviews and observation. This study employs a measurable and specific data analysis method developed by Moustakas and Colaizzi, namely data transcription, horizontalization, clustering of meanings, textural description, structural description, and the essence of experience. The results of the study indicate that Generation Z’s communication experiences with Wardah are not formed in isolation but rather through a gradual process that involves family, social media, product usage experiences, and social interactions. Wardah’s relevance among Generation Z is built not only through product quality but also through cross-generational communication experiences that foster a sense of shared values, security, and meaning aligned with the needs and identity of Generation Z. Keywords: Communication Experience, Generation Z, Wardah, Phenomenology.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | No. Panggil: 2210411055 Pembibing: Lusia Handayani, S.I.Kom., M.Si. Penguji 1: Windhi Tia Saputra, S.Sos., M.Si. Penguji 2: Puri Bestari Mardani, S.Hum., M.Si. |
| Uncontrolled Keywords: | Communication Experience, Generation Z, Wardah, Phenomenology. |
| Subjects: | 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: | DWI FITRIA NINGSIH |
| Date Deposited: | 18 Aug 2026 05:51 |
| Last Modified: | 18 Aug 2026 05:51 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53359 |
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