Konsep kecantikan mature adult dalam konten digital marketing Instagram klinik kecantikan Dermaster Jakarta

Wiraguna, Denira Niyar (2024) Konsep kecantikan mature adult dalam konten digital marketing Instagram klinik kecantikan Dermaster Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Mature adult adalah individu yang telah mencapai usia dewasa yang matang baik kedewasaan secara usia, emosional, dan dalam hal ini kecantikan secara dewasa yang tidak hanya melihat dari penampilan fisik namun kecantikan secara emosional. Klinik Dermaster Jakarta merupakan klinik kecantikan yang mendukung konsep kecantikan mature adult yang dapat dilihat dari konten platform instagram, maka dari itu penelitian bertujuan untuk memahami proses konsep kecantikan mature adult yang dikomunikasikan melalui konten visual dan teks dalam digital marketing di Instagram pada akun Klinik Kecantikan Dermaster Jakarta. Metode penelitian menggunakan pendekatan kualitatif dengan metode deskriptif kualitatif. Data primer diperoleh melalui wawancara dan observasi, data sekunder diperoleh dari buku, jurnal, dan sumber lain yang terkait. Hasil penelitian ini adalah pentingnya menyajikan konten promosi yang menekankan visual dan teks yang mudah dimengerti oleh kalangan mature adult serta penyusunan konten kecantikan mature adult di Instagram yang memerlukan pemahaman yang mendalam terhadap kebutuhan yang berkaitan dengan konsep kecantikan mature adult. Pentingnya keterkaitan emosional dan pengakuan terhadap keunikan setiap mature adult dalam pemasaran digital. Penelitian mengidentifikasi bagaimana klinik memadukan visual dan teks dalam konten Instagram untuk mencerminkan kecantikan menyeluruh yang berakar pada keseimbangan emosional. Dengan penelitian ini diharapkan dapat memberikan pemahaman konsep kecantikan mature adult dalam konten digital marketing Instagram yang menggambarkan kecantikan dalam kedalaman emosional dan kematangan individu mature adult./Mature adult is an individual who has reached a mature age of adulthood both age, emotional maturity, and in this case mature beauty which not only sees from physical appearance but emotional beauty. Dermaster Jakarta Clinic is a beauty clinic that supports the concept of mature adult beauty which can be seen from the content of the Instagram platform, therefore the research aims to understand the process of the concept of mature adult beauty communicated through visual and text content in digital marketing on Instagram on the Dermaster Jakarta Beauty Clinic account. The research method uses a qualitative approach with a qualitative descriptive method. Primary data is obtained through interviews and observations, secondary data is obtained from books, journals, and other related sources. The results of this study are the importance of presenting promotional content that emphasizes visuals and text that is easily understood by mature adults and the preparation of mature adult beauty content on Instagram which requires a deep understanding of the needs related to the concept of mature adult beauty. The importance of emotional connection and recognition of the uniqueness of each mature adult in digital marketing. The research identifies how the clinic blends visuals and texts in Instagram content to reflect a well-rounded beauty rooted in emotional balance. This research is expected to provide an understanding of the concept of mature adult beauty in Instagram digital marketing content that describes beauty in the emotional depth and maturity of mature adult individuals.

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