Implementasi Social Media Marketing Rosé All Day Cosmetics Dalam Upaya Meningkatkan Brand Image = Implementation of social marketing media rosé all day cosmetics in an effort to improve brand images

Carissa, Gloria Abigail (2020) Implementasi Social Media Marketing Rosé All Day Cosmetics Dalam Upaya Meningkatkan Brand Image = Implementation of social marketing media rosé all day cosmetics in an effort to improve brand images. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Produk kosmetik sudah menjadi kebutuhan primer bagi kaum wanita yang merupakan target utama dari industri kosmetik. Industri kosmetik selama bertahun-tahun telah terbukti menjadi industri dengan pertumbuhan tercepat dan paling menguntungkan secara global. Strategi merek kosmetik ini agar dapat bertahan di tengah-tengah persaingan di era digital adalah dengan menggunakan social media marketing. Rosé All Day Cosmetics merupakan salah satu brand kosmetik lokal yang menggunakan social media marketing di Instagram. Perusahaan ini didirikan sejak tahun 2017 dan memiliki konsep “no-makeup makeup look” yang belum banyak dikenal oleh pasar Indonesia pada saat dimulai berdirinya Rosé All Day Cosmetics. Hal ini juga dilakukan untuk mengedukasi audience yang ada di Indonesia mengenai konsep tersebut. Agar bisa menjangkau audience lebih luas di Instagram, Rosé All Day Cosmetics menggunakan bantuan influencer untuk menyebarkan informasi mengenai produk mereka. Laporan ini mengindikasikan bahwa dalam kegiatan pemasarannya, Rosé All Day Cosmetics mengimplementasikan social media marketing di Instagram dan juga menggunakan bantuan dari influencer yang sesuai dengan citra perusahaan dan produk Rosé All Day Cosmetics. Sehingga, dengan melakukan social media marketing yang baik, maka selain dapat meningkatkan penjualan dan awareness, Rosé All Day Cosmetics juga dapat meningkatkan brand image. / Cosmetic products have become a primary need for women who are the main target of the cosmetics industry. The cosmetics industry has for many years proven to be the fastest growing and most profitable industry globally. The strategy of these cosmetic brands in order to survive in the midst of competition in the digital age is to use social media marketing. Rosé All Day Cosmetics is one of the local cosmetics brands that uses social media marketing on Instagram. The company was founded in 2017 and has the concept of "no-makeup makeup look" which was not well known by the Indonesian market at the time of the inception of Rosé All Day Cosmetics. This is also done to educate the audience in Indonesia about the concept. In order to reach a wider audience on Instagram, Rosé All Day Cosmetics uses the help of influencers to spread information about their products. This report indicates that in its marketing activities, Rosé All Day Cosmetics implements social media marketing on Instagram and also uses the assistance of influencers in accordance with the company's image and Rosé All Day Cosmetics products. So, by doing good social media marketing, in addition to increasing sales and awareness, Rosé All Day Cosmetics can also improve brand image.

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