@phdthesis{eprintuntirta44702,
            year = {2024},
          author = {Yosephine Natalia},
          school = {Universitas Sultan Ageng Tirtayasa},
           title = {KAMPANYE ?BECAUSE WE ARE ALL WORTH IT?OLEH L?OR{\'E}AL PARIS INDONESIA},
            note = {Make up telah menjadi gaya hidup, terutama dikalangan wanita saat ini. L?Or{\'e}al
Paris Indonesia adalah suatu perusahaan make up terkemuka yang menawarkan
rangkaian produk kecantikan yang inovatif. Produk-produk L?Or{\'e}al Paris Indonesia
dikenal luas karena kualitasnya yang tinggi, menggunakan bahan-bahan yang aman
dan efektif, serta didukung oleh penelitian ilmiah canggih, L?Or{\'e}al 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?Or{\'e}al
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?Or{\'e}al 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?Or{\'e}al 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},
        abstract = {Make up has become a lifestyle, especially among women today. L?Or{\'e}al Paris Indonesia is a leading make up company that offers a range of innovative beauty products. L?Or{\'e}al 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?Or{\'e}al 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?Or{\'e}al 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?Or{\'e}al Paris Indonesia successfully established a globally relevant identity while maintaining its vision and mission. Legitimization Stage (product recognition), L?Or{\'e}al Paris Indonesia effectively utilized media and strategies to introduce its products and build consumer recognition. Participation Stage (consumer contribution), L?Or{\'e}al 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?Or{\'e}al 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.},
        keywords = {Campaign, Five Functional Stages Development Model, Beauty
Kampanye, Model Pengembangan Lima Tahap Fungsional,
Kecantikan},
             url = {https://eprints.untirta.ac.id/44702/}
}