Natalia, Yosephine (2024) KAMPANYE “BECAUSE WE ARE ALL WORTH IT”OLEH L’ORÉAL PARIS INDONESIA. S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
Make up has become a lifestyle, especially among women today. L’Oréal Paris Indonesia is a leading make up company that offers a range of innovative beauty products. L’Oréal Paris Indonesia products are widely known for their high quality, using safe and effective ingredients, supported by advanced scientific research. With the mission of bringing beauty to everyone, L’Oréal Paris Indonesia is renowned for its famous slogan, “Because We Are All Worth It.” The researcher is interested in investigating the campaign process of “Because We Are All Worth It” by L’Oréal Paris Indonesia. The approach used is qualitative, employing the five functional stages development model (Identification, Legitimization, Participation, Penetration, and Distribution) developed by a team of campaign researchers and practitioners at Yale University, USA, in the early 1960s. This research employs data collection techniques such as in-depth interviews, observation, and documentation. The research findings are as follows, Identification Stage (identity creation), L’Oréal Paris Indonesia successfully established a globally relevant identity while maintaining its vision and mission. Legitimization Stage (product recognition), L’Oréal Paris Indonesia effectively utilized media and strategies to introduce its products and build consumer recognition. Participation Stage (consumer contribution), L’Oréal Paris Indonesia successfully encouraged consumer participation and supported the social aspects of the campaign, broadening the campaign and increasing consumer loyalty. Penetration Stage (product testimonials), L’Oréal Paris Indonesia’s strategy successfully utilized testimonials and consumer participation to build a positive reputation and enhance brand image. Distribution Stage (proof of success), This stage evaluated the success of the campaign, supporting its commercial success, and creating a broader social impact by spreading messages of self-love and self-worth.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Make up telah menjadi gaya hidup, terutama dikalangan wanita saat ini. L’Oréal Paris Indonesia adalah suatu perusahaan make up terkemuka yang menawarkan rangkaian produk kecantikan yang inovatif. Produk-produk L’Oréal Paris Indonesia dikenal luas karena kualitasnya yang tinggi, menggunakan bahan-bahan yang aman dan efektif, serta didukung oleh penelitian ilmiah canggih, L’Oréal Paris Indonesia dengan misi untuk memberikan kecantikan bagi semua orang dengan slogan terkenal mereka, “Because We Are All Worth It”. Peneliti tertarik untuk meneliti bagaimana proses tahapan kampanye “Because We Are All Worth It” oleh L’Oréal Paris Indonesia. Pendekatan yang digunakan yaitu kualitatif dengan mengunakna model pengembangan lima tahap fungsional (Identifikasi, Legitimasi, Partisipasi, Penetrasi, dan Distribusi) yang dikembangan oleh tim peneliti dan praktisi kampanye di Yale University AS pada awal tahun 1960-an. Penelitian ini menggunakan teknik pengumpulan data wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian adalah pada Tahap Identifikasi (penciptaan identitas), berhasil membentuk identitas yang relevan secara global, serta dengan tetap mempertahankan visi dan misi, Tahap Legitimasi (pengenalan produk), L’Oréal Paris Indonesia berhasil memanfaatkan media dan strategi untuk memperkenalkan produk-produknya dan membangun pengakuan dari konsumen, Tahap Partisipasi (kontribusi konsumen) Berhasil mengajak konsumen untuk berpartisipasi, serta mendukung sosial kampanye. Hal ini memperluas kampanye dan meningkatkan loyalitas konsumen, Tahap Penetrasi (testimoni produk) strategi yang dijalankan L’Oréal Paris Indonesia berhasil memanfaatkan testimoni dan partisipasi konsumen dalam membangun reputasi yang positif dan meningkatkan brand image, Tahap Distribusi (pembuktian keberhasilan) tahap ini menjadi evaluasi keberhasilan, mendukung kesuksesan komersial, dan berhasil membawa dampak sosial yang lebih luas dengan menyebarkan pesan self love dan self worth | |||||||||
| Uncontrolled Keywords: | Campaign, Five Functional Stages Development Model, Beauty Kampanye, Model Pengembangan Lima Tahap Fungsional, Kecantikan | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
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| Depositing User: | ms Yosephine natalia | |||||||||
| Date Deposited: | 24 Mar 2025 07:55 | |||||||||
| Last Modified: | 24 Mar 2025 07:55 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/44702 |
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