STRATEGI BRANDING EMINA COSMETICS DENGAN MICRO INFLUENCER PADA MEDIA SOSIAL INSTAGRAM
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Institusion
Universitas Pembangunan Nasional Veteran Jakarta
Author
Salma Chaisila, .
Subject
H Social Sciences (General)
Datestamp
2022-01-26 07:38:22
Abstract :
Emina Cosmetics recruit teen micro influencers to become their Brand Ambassador and uses it as a branding process. The research entitled "Emina Cosmetics Branding Strategy with Micro Influencer on Instagram ", has a problem formulation Why Emina Cosmetics uses micro influencer in the branding process on Instagram, and How Emina Cosmetics Branding Strategy with Micro Influencer on Instagram social media. The purpose of this study is to find out why Emina Cosmetics uses micro influencers in their branding process on Instagram, and to know the strategy of branding emina cosmetics with micro influencers on Instagram. This study uses a descriptive qualitative method. The data sources used are from interviews, as well as documentation collected. The theoretical foundation used is a two step flow theory with the concept of opinion leader. The results of this study are the branding strategy used by Emina Cosmetics with micro influencers as key opinion leaders using several forms of strategy, namely brand positioning, brand identity, brand personality, brand communication, and brand equity. As for the supporting factors in the branding strategy are communication elements.
Emina Cosmetics recruit teen micro influencers to become their Brand Ambassador and uses it as a branding process. The research entitled "Emina Cosmetics Branding Strategy with Micro Influencer on Instagram ", has a problem formulation Why Emina Cosmetics uses micro influencer in the branding process on Instagram, and How Emina Cosmetics Branding Strategy with Micro Influencer on Instagram social media. The purpose of this study is to find out why Emina Cosmetics uses micro influencers in their branding process on Instagram, and to know the strategy of branding emina cosmetics with micro influencers on Instagram. This study uses a descriptive qualitative method. The data sources used are from interviews, as well as documentation collected. The theoretical foundation used is a two step flow theory with the concept of opinion leader. The results of this study are the branding strategy used by Emina Cosmetics with micro influencers as key opinion leaders using several forms of strategy, namely brand positioning, brand identity, brand personality, brand communication, and brand equity. As for the supporting factors in the branding strategy are communication elements.
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