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"Tingginya permintaan gamers untuk lingkungan game yang lebih inklusif memicu VALORANT sebagai FPS game untuk melakukan pemasaran kepada audiens dengan berbagai latar belakang. Penelitian ini bertujuan untuk menganalisis upaya inclusive marketing yang digunakan oleh VALORANT dalam menciptakan brand image yang inklusif di industri game. Metode yang digunakan adalah analisis konten kualitatif untuk menganalisis pesan komunikasi dan upaya promosi yang disampaikan melalui saluran komunikasi resmi VALORANT. Metode penelitian tersebut dapat menggambarkan fenomena yang dikaji dalam penelitian ini. Hasil penelitian menunjukkan bahwa VALORANT melakukan dua upaya dalam menggunakan inclusive marketing. Hal ini dilakukan melalui pembuatan para karakter agen VALORANT yang representatif dan turnamen Game Changers Championship untuk para pemain wanita dan marginalized genders profesional. Dengan memaksimalkan upaya tersebut, VALORANT akan terus berkomitmen serta berkontribusi ke dalam industri game yang lebih beragam dan membangun brand image yang inklusif di mata para gamers. Temuan penelitian ini dapat dimanfaatkan untuk menambah kajian penerapan inclusive marketing di industri game secara global.

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The high demand of gamers for a more inclusive gaming environment triggers VALORANT as an FPS game to market to audiences with various backgrounds. This research aims to analyze the inclusive marketing efforts used by VALORANT in creating an inclusive brand image in the gaming industry. The method used is qualitative content analysis to analyze communication messages and promotional efforts delivered through VALORANT's official communication channels. The research method can describe the phenomenon studied in this research. The results showed that VALORANT made two efforts in using inclusive marketing. This is done through the creation of representative VALORANT agent characters and the Game Changers Championship tournament for professional female players and marginalized genders. By maximizing these efforts, VALORANT will continue to commit and contribute to a more diverse gaming industry and build an inclusive brand image in the eyes of gamers. The findings of this research can be utilized to add to the study of the application of inclusive marketing in the gaming industry globally."

"Perkembangan industri kosmetik di Indonesia yang semakin meningkat membuat suatu merek perlu untuk memiliki daya tarik tersendiri dibandingkan dengan merek kompetitor lainnya. Keunikan merupakan kunci bagi suatu merek untuk dapat memikat daya tarik konsumennya. Wardah merupakan salah satu merek yang memiliki keunikan tersendiri dalam memperkenalkan mereknya kepada konsumen. Wardah menerapkan strategi islamic branding yang bersandar pada prinsip-prinsip syariah Islam dalam membentuk brand image-nya sebagai merek kosmetik halal di Indonesia. Makalah ini disusun untuk menganalisis penerapan strategi islamic branding oleh Wardah dalam pembentukan brand image dan pengaruhnya terhadap minat beli konsumen. Teori dan konsep yang digunakan dalam makalah ini meliputi islamic branding, brand image, dan purchase intention yang didukung oleh penggunaan metode pengumpulan data berupa data sekunder serta analisis masalah menggunakan metode analisis konten. Hasil analisis menemukan bahwa penerapan strategi islamic branding yang dilakukan Wardah dalam upaya pembentukan brand image memiliki pengaruh terhadap minat beli konsumen di Indonesia terhadap produk Wardah.

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The development of the cosmetic industry in Indonesia is currently increasing, this situation makes a brand need to have its own attractiveness to the consumers compared to other competing brands. Uniqueness is the key for a brand to be able to attract consumer appeal. Wardah is a brand that has a uniqueness in introducing its brand to consumers. Wardah implements an Islamic branding strategy that relies on Islamic syriah principles in shaping its brand image as a halal cosmetic brand in Indonesia. This paper is structured to analyze the implementation of Islamic branding strategy by Wardah in the formation of brand image and its effect on consumer buying intention. The theory and concepts used in this paper include Islamic branding, brand image, and purchase intention which are supported by the use of data collection methods in the form of secondary data and problem analysis using content analysis methods. The results of the analysis found that the implementation of the Islamic branding strategy carried out by Wardah in an effort to form a brand image had an influence on consumer buying interest in Indonesia for Wardah products."

"Setiap perusahaan pastilah ingin memiliki citra brand yang kuat dan baik di mata masyarakat. Salah satu cara untuk mendapatkan brand image yang baik ialah menggunakan strategi marketing public relations. Spotify, perusahaan aplikasi streaming musik asal Swedia pun menggunakan beberapa strategi marketing public relations dalam membangun brand imagenya, yakni strategi push dan pull. Kedua strategi ini diimplementasikan dengan cara aktivasi media sosial, event-event, serta benefit dari kerjasama yang dilakukannya dengan partner-partner bisnisnya. Konsistensi Spotify dalam membangun brand image-nya di Indonesia yang selalu menyertakan tanda pagar #WaktunyaSpotify terbukti ampuh dalam meningkatkan awareness masyarakat mengenai brand-nya. Maka dari itu, tulisan ini dibuat untuk mengetahui seberapa besar peranan marketing public relations yang dilakukan Spotify untuk membangun brand image-nya di antara persaingan yang ketat dalam industri aplikasi streaming musik.

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Every company surely wants a good brand image in the eyes of their people. One way to gain the good brand image is by doing marketing public relations. Spotify, a music streaming startup based in Sweden also using some marketing public relations strategies such as push and pull to obtain its goals. Both strategies are implement with social media activation, events making, and benefits from the cooperation with their business partners. Spotify?s consistency in building its brand image by adding a hashtag #WaktunyaSpotify successfully effective to gain awareness from their publics. Therefore, this paper was made to know how big is the role of marketing public relations from Spotify to establish its brand image among tight competition in music streaming application market."

"Branding universitas memiliki keunikan tersendiri karena merupakan organisasi yang berbasis kepada sumber daya manusia. Pendekatan dari dalam ke luar yang melibatkan seluruh karyawan akademik dan non akademik dalam proses membangun brand menjadi cara yang efektif dalam pengembangan strategi branding universitas. Internal branding merupakan salah satu cara agar karyawan dapat memahami pesan brand dan mampu bersikap seperti identitas brand. Strategi internal branding yang baik akan meningkatkan penerimaan brand identity oleh karyawan. Penelitian ini ingin mengetahui bagaimana internal branding berperan dalam membangun brand identity dan bagaimana proses interaksi antara stakeholder internal dapat membangun brand identity. Penelitian ini menggunakan pendekatan fenomenologi dengan menggunakan in-depth interview kepada karyawan yang sering berinteraksi dengan mahasiswa melalui video conference. Penelitian ini dilakukan di Universitas Abdurrab sebagai salah satu perguruan tinggi swasta yang sedang berkembang di Indonesia dan sedang mengembangkan internal branding melalui nilai yang dituangkan ke dalam visi mereka. Berdasarkan hasil yang diperoleh, proses internal branding tidak hanya berasal dari interaksi karyawan. Manajer, founder hingga stakeholder eksternal memiliki peran penting dalam membentuk brand identity. Namun, pada Universitas Abdurrab manajemen internal branding belum berhasil membangun brand identity yang diinginkan. Proses evaluasi yang objektif mengenai penerapan brand identity perlu dilakukan untuk memastikan brand image dapat sesuai dengan brand identity.

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Internal branding plays an essential role in implementing brand strategies that strengthen a university’s brand identity. Brand identity is executed and controlled by managers, who also form the foundation for a dynamic and continuous cocreation process through interactions between internal and external stakeholders. Furthermore, internal branding can help private universities with limited resources build effective branding strategies in a competitive environment. This study aims to explore the role of internal branding and the interaction process between its internal stakeholders in building brand identity at private universities. A phenomenological approach is then applied by incorporating in-depth interviews using video conferences with employees who often interact with students. This study conducted at Abdurrab University, one of the private universities in Indonesia. Based on the results obtained, managers play a crucial role in imparting this understanding to employees, hence their message is accurately conveyed to students. Also, an objective evaluation process of the brand needs is carried out to ensure the brand image accurately depicts the brand identity."

"BLP Beauty is one of the Indonesian beauty brands that promotes inclusivity towards all genders. BLP Beauty features different genders on their social media advertising to promote their inclusivity, which they specifically use the inclusive marketing strategy to achieve their objective. This study discusses the implementation of Inclusive Marketing Strategy through Creative Elements model by BLP Beauty on their social media advertising on Instagram. Through content analysis from the qualitative approach, findings show that BLP Beauty uses the model to do their social media advertising on Instagram. The social media advertising content on BLP Beauty’s official Instagram account proves the use of Creative Elements in the implementation of the Inclusive Marketing Strategy. To encourage more opportunities, researchers need to analyse other social media platforms of BLP Beauty.

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BLP Beauty merupakan salah satu merek kecantikan Indonesia yang mengedepankan inklusivitas terhadap semua gender. BLP Beauty menampilkan gender yang berbeda pada iklan media sosial mereka untuk mempromosikan inklusivitas mereka, yang secara khusus mereka gunakan strategi pemasaran inklusif untuk mencapai tujuan mereka. Penelitian ini membahas tentang implementasi Strategi Pemasaran Inklusif melalui model Elemen Kreatif yang diterapkan oleh BLP Beauty pada iklan media sosial mereka di Instagram. Melalui analisis konten dari pendekatan kualitatif, temuan menunjukkan bahwa BLP Beauty menggunakan model tersebut untuk melakukan iklan media sosial mereka di Instagram. Konten iklan media sosial di akun Instagram resmi BLP Beauty membuktikan penggunaan Elemen Kreatif dalam implementasi Strategi Pemasaran Inklusif. Untuk mendorong lebih banyak peluang, peneliti perlu menganalisis platform media sosial BLP Beauty lainnya."

"Ruangguru, sebagai platform pembelajaran daring, mengembangkan Clash of Champions untuk memperluas jangkauan pengguna dan membangun keterlibatan merek (consumer brand engagement). Penelitian ini bertujuan untuk menganalisis penerapan konsep entertainment-education dalam membentuk keterlibatan audiens. Dengan pendekatan kualitatif, penelitian ini menggunakan metode analisis isi dan studi literatur. Hasil penelitian menunjukkan bahwa audiens menerima pesan edukasi yang mempengaruhi aspek kognitif, afektif, dan perilaku. Dampaknya terlihat pada peningkatan signifikan jumlah pengguna aplikasi Ruangguru. Namun, pesan edukasi perlahan tergeser oleh fenomena audiens mengidolakan kehidupan pribadi peserta program. Penelitian ini menyimpulkan bahwa entertainment-education efektif dalam membangun keterlibatan audiens sekaligus mempromosikan pesan edukasi, meskipun menghadapi tantangan dalam mempertahankan fokus edukasi. Kajian ini berkontribusi pada pengembangan literatur terkait strategi komunikasi pemasaran berbasis media hiburan.

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Ruangguru, as an online learning platform, developed Clash of Champions to expand its user base and foster consumer brand engagement. This study aims to analyze the implementation of entertainment-education concept in shaping audience engagement. Using a qualitative approach, this research employs content analysis and literature review methods. Findings reveal that the audience absorbed educational messages influencing their cognitive, affective, and behavioral aspects, resulting in a significant increase in Ruangguru users. However, these educational messages gradually diminished, replaced by the audience’s tendency to idolize the personal lives of the program’s participants. The study concludes that the entertainment-education approach effectively fosters audience engagement while promoting educational messages, although challenges remain in maintaining the educational focus. This research contributes to the growing literature on marketing communication strategies through entertainment-based media."

"ABSTRAKSkripsi ini membahas tentang pengaruh smartwatch product category characteristic yang berada pada SAMSUNG Galaxy Gear terhadap brand extension attitude. Di dalamnya terdapat juga variabel awareness set size, awareness set similarity, dan product category familiarity yang membangun brand extension category attitude. Lebih lanjut lagi, skripsi ini membahas pengaruh brand extension category attitude terhadap brand extension attitude. Penelitian ini menghasilkan kesimpulan bahwa brand extension category attitude, perceived fit, dan brand strength berpengaruh secara signifikan pada brand extension attitude. Pada penelitian ini juga terdapat implikasi manajerial serta saran untuk penelitian selanjutnya.

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ABSTRACTThis study discusses the effect of smartwatch product category characteristic on brand extension attitude that has been applied to SAMSUNG Galaxy Gear case. This study also includes other variables, namely brand extension category characteristics; awareness set size, awareness set similarity, and product category familiarity which affecting brand extension category attitude. Moreover, this study has a result of brand extension category attitude which affecting overall brand extension attitude. This results of this research show that brand extension category attitude, perceived fit and brand strength influence significantly toward brand extension attitude. There are also managerial implications and advices for the next research. "

"[Tujuan utama skripsi ini adalah untuk mengetahui pengaruh interaksi pengguna media sosial, terhadap brand awareness dan purchase intention. Studi kasus dilakukan pada jenis media sosial Instagram, khusus akun NYX Cosmetics (@nyxcosmetics). Penelitian ini diolah dengan software SPSS 20 untuk pretest dan SmartPLS 2 & 3 untuk main test, menggunakan teknik Partial Least Square Path Modeling (PLS-PM). Hasil pengolahan data menunjukkan bahwa annoyance mempengaruhi brand page commitment secara positif. Lalu, brand page commitment memiliki pengaruh positif terhadap brand awareness tetapi annoyance tidak memiliki pengaruh terhadap brand awareness. Kemudian, brand page commitment dan brand awareness memiliki pengaruh positif terhadap word of mouth, sedangkan annoyance tidak memiliki pengaruh terhadap word of mouth. Brand page commitment, annoyance, brand awareness, dan word of mouth memiliki pengaruh positif terhadap purchase intention.;The objective of this case is to determine the effect of user interactions in social media on brand awareness and purchase intention. This study involves Instragram account OF NYX Cosmetics (@nyxcosmetics). This research was processed by SPSS 20 software for pretesting and Smart PLS 2 & 3 for main test using Partial Least Square Path Modeling (PLS-PM) technique. The results show annoyance has a positive effect on brand page commitment. Then, brand page commitment has a positive effect on brand awareness, but annoyance has no effect on brand awareness. Brand page commitment and brand awareness have positive effects on word of mouth, and annoyance has no effect on word of mouth. Brand page commitment, annoyance, brand awareness, and word of mouth have positive effects on purchase intention.;The objective of this case is to determine the effect of user interactions in social media on brand awareness and purchase intention. This study involves Instragram account OF NYX Cosmetics (@nyxcosmetics). This research was processed by SPSS 20 software for pretesting and Smart PLS 2 & 3 for main test using Partial Least Square Path Modeling (PLS-PM) technique. The results show annoyance has a positive effect on brand page commitment. Then, brand page commitment has a positive effect on brand awareness, but annoyance has no effect on brand awareness. Brand page commitment and brand awareness have positive effects on word of mouth, and annoyance has no effect on word of mouth. Brand page commitment, annoyance, brand awareness, and word of mouth have positive effects on purchase intention., The objective of this case is to determine the effect of user interactions in social media on brand awareness and purchase intention. This study involves Instragram account OF NYX Cosmetics (@nyxcosmetics). This research was processed by SPSS 20 software for pretesting and Smart PLS 2 & 3 for main test using Partial Least Square Path Modeling (PLS-PM) technique. The results show annoyance has a positive effect on brand page commitment. Then, brand page commitment has a positive effect on brand awareness, but annoyance has no effect on brand awareness. Brand page commitment and brand awareness have positive effects on word of mouth, and annoyance has no effect on word of mouth. Brand page commitment, annoyance, brand awareness, and word of mouth have positive effects on purchase intention.]"

"Viral marketing dan media sosial sebagai bagian dari strategi pemasaran digital menjadi kesatuan yang sulit untuk dipisahkan. Gaya komunikasi pemasaran baru menggunakan media sosial Tiktok mampu meningkatkan keterlibatan konsumen yang juga berdampak pada persepsi sebuah brand. Melalui artikel ini, peneliti menggunakan pendekatan kualitatif dengan metode analisis konten yang dilakukan terhadap berbagai konten viral marketing dari salah satu brand fashion asal Perancis, Jacquemus. Secara keseluruhan, hasil dari studi ini menjelaskan bahwa komunikasi pemasaran digital yang dilakukan oleh Jacquemus memiliki kekuatan asosiasi brand yang membantu pembentukan persepsi positif pada brand image Jacquemus. Tak hanya itu, strategi komunikasi pemasaran digital berupa video animasi 3D menjadi pesan efektif dan inovatif untuk sebuah brandfashion.

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Viral marketing and social media as a part of digital marketing strategy are intricately intertwined. The new marketing communication style utilizing Tiktok as the main social is capable of enhancing consumer engagement which also has an impact on brand perception. Through this article, the researcher uses a qualitative approach with content analysis methods carried out on various viral marketing content from one of the French fashion brands, Jacquemus. Overall, the results of this study explain that the digital marketing communication conducted by Jacquemus has the strength of brand associations that helps form positive perceptions of Jacquemus’ brand image. In addition to that, the digital marketing communication strategy in the form of 3D animation videos is an effective and innovative message for a fashion brand."

"Perkembangan pasar global mendorong figur dunia untuk memiliki strategi branding yang baik demi mendorong citra merek di depan publik. Taylor Swift sebagai musisi papan atas dalam hal ini memanfaatkan media sosial sebagai sarana untuk memperkuat brand personality yang dimilikinya selama The Eras Tour dilangsungkan. Penelitian ini bertujuan untuk mengeksplorasi strategi branding yang digunakan Taylor Swift melalui akun Instagram @taylorswift dengan metode analisis konten. Berdasarkan 25 unggahan relevan yang ditelaah, ditemukan bahwa dimensi kepribadian merek berupa semangat (excitement), kecanggihan (sophistication), dan ketulusan (sincerity) dicerminkan secara konsisten. Dalam hal ini, semangat (excitement) terlihat dalam unggahan yang membangkitkan antusiasme, misalnya poster tur dan cuplikan behind-the-scenes. Kecanggihan (sophistication) tampak melalui penyediaan akses global untuk The Eras Tour melalui film dan platform digital, sementara ketulusan (sincerity) terlihat dalam interaksi personal Taylor Swift dengan penggemar. Strategi hubungan komunitas yang menonjolkan apresiasi terhadap penggemar juga berhasil menciptakan komunitas yang solid di sekitar The Eras Tour. Hasil penelitian ini menunjukkan bahwa media sosial merupakan alat yang efektif untuk memperluas jangkauan audiens dan memperkuat citra Taylor Swift sebagai ikon global dengan hubungan emosional yang erat dengan komunitas penggemarnya.

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The expansion of the global market drives public figures to develop strong branding strategies to enhance their public image. As a top-tier musician, Taylor Swift utilizes social media as a platform to strengthen her brand personality during The Eras Tour. This study explores the branding strategies employed by Taylor Swift through her Instagram account @taylorswift using content analysis methods. Based on the analysis of 25 relevant posts, the brand personality dimensions of excitement, sophistication, and sincerity were consistently reflected. Excitement is evident in posts that generate audience enthusiasm, such as tour posters and behind-the-scenes clips. Sophistication emerges through global access to The Eras Tour via films and digital platforms, while sincerity is demonstrated through Taylor Swift’s personal interactions with fans. Community engagement strategies that emphasize fan appreciation successfully create a strong community around The Eras Tour. The study concludes that social media serves as an effective tool to expand audience reach and enhance Taylor Swift’s image as a global icon with a strong emotional connection to her fan community."