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"L’Oréal merupakan sebuah merek kosmetik sekaligus nama perusahaan kosmetikmultinasional dari Perancis yang menonjol sebagai pelopor industri kosmetik global.Keberhasilan L’Oréal sebagai salah satu perusahaan terbesar di industri kecantikaninternasional tidak terlepas dari proses branding, salah satunya adalah corporate branding. Di Indonesia, L’Oréal didirikan sejak 1979 dan menjadi perusahaan fast moving consumer goods terdepan dalam menyediakan produk luxury bagi masyarakat. Dalam perkembangannya, L’Oréal juga melakukan proses branding melalui media sosial. Tulisan ini bertujuan untuk memahami dan menganalisis proses corporate branding yang dilakukan L’Oréal Indonesia melalui media sosial (Instagram) dari tiga dimensi, yaitu corporate associations, corporate values, dan corporate benefits. Tulisan ini menggunakan pendekatan kualitatif dengan analisis konten sebagai metode pengumpulan data. Hasil analisis menunjukkan bahwa L’Oréal Indonesia menampilkan ketiga dimensi di atas dalam akun Instagram (@lorealindonesia) dengan dimensi yang paling ditonjolkan adalah corporate associations dimana L’Oréal Indonesia menggunakan bantuan selebriti dan tokoh publik untuk mendukung mereknya serta membantu membentuk asosiasi yang positif.

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L’Oréal is a cosmetic brand also the name of a multinational cosmetics company from France that stands out as a pioneer in the global cosmetics industry. L’Oréal’s success in becoming one of the largest companies in the international beauty industry is not irrespective of branding processes, one of which is corporate branding. In Indonesia, L’Oréal was founded in 1979 and has become the leading fast moving consumer goods company in providing luxury products for society. In its development, L’Oréal also carried out branding processes through social media. This paper is aimed to understand and analyse the corporate branding process

carried out by L’Oréal Indonesia through social media (Instagram) from three dimensions, which are corporate associations, corporate values, and corporate benefits. This paper uses a qualitative approach with content analysis as the data collection method. The results of the analysis show that L’Oréal Indonesia displays the three dimensions above in its Instagram account (@lorealindonesia) with the most prominent dimension being corporate associations where L’Oréal Indonesia uses the help of celebrities and public figures to support its brand and help form positive associations."

"L’Oréal merupakan sebuah merek kosmetik sekaligus nama perusahaan kosmetik multinasional dari Perancis yang menonjol sebagai pelopor industri kosmetik global. Keberhasilan L’Oréal sebagai salah satu perusahaan terbesar di industri kecantikan internasional tidak terlepas dari proses branding, salah satunya adalah corporate branding. Di Indonesia, L’Oréal didirikan sejak 1979 dan menjadi perusahaan fast moving consumer goods terdepan dalam menyediakan produk luxury bagi masyarakat. Dalam perkembangannya, L’Oréal juga melakukan proses branding melalui media sosial. Tulisan ini bertujuan untuk memahami dan menganalisis proses corporate branding yang dilakukan L’Oréal Indonesia melalui media sosial (Instagram) dari tiga dimensi, yaitu corporate associations, corporate values, dan corporate benefits. Tulisan ini menggunakan pendekatan kualitatif dengan analisis konten sebagai metode pengumpulan data. Hasil analisis menunjukkan bahwa L’Oréal Indonesia menampilkan ketiga dimensi di atas dalam akun Instagram (@lorealindonesia) dengan dimensi yang paling ditonjolkan adalah corporate associations dimana L’Oréal Indonesia menggunakan bantuan selebriti dan tokoh publik untuk mendukung mereknya serta membantu membentuk asosiasi yang positif.

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L’Oréal is a cosmetic brand also the name of a multinational cosmetics company from France that stands out as a pioneer in the global cosmetics industry. L’Oréal’s success in becoming one of the largest companies in the international beauty industry is not irrespective of branding processes, one of which is corporate branding. In Indonesia, L’Oréal was founded in 1979 and has become the leading fast moving consumer goods company in providing luxury products for society. In its development, L’Oréal also carried out branding processes through social media. This paper is aimed to understand and analyse the corporate branding process carried out by L’Oréal Indonesia through social media (Instagram) from three dimensions, which are corporate associations, corporate values, and corporate benefits. This paper uses a qualitative approach with content analysis as the data collection method. The results of the analysis show that L’Oréal Indonesia displays the three dimensions above in its Instagram account (@lorealindonesia) with the most prominent dimension being corporate associations where L’Oréal Indonesia uses the help of celebrities and public figures to support its brand and help form positive associations."

"Di tengah persaingan yang ketat antar perusahaan konsultan periklanan, corporate branding sebagai usaha untuk melakukan diferensiasi semakin marak dilakukan, terutama melalui media sosial Instagram. Usaha tersebut terlihat pada salah satu perusahaan konsultan periklanan Indonesia, yaitu Dentsu Indonesia. Penelitian ini bertujuan untuk memahami aspek-aspek corporate branding yang ditonjolkan Dentsu Indonesia melalui media sosial Instagram. Penelitian ini menggunakan data yang didapat melalui metode analisis tematik konten kualitatif yang secara kontekstual diinterpretasikan sebagai analisis terarah (directed content analysis). Dari hasil analisis yang dilakukan, Dentsu Indonesia terlihat cenderung lebih menonjolkan dua aspek corporate branding, yaitu people dan citizenship, dibandingkan aspek lainnya. Dalam hal ini, dapat disimpulkan bahwa Dentsu Indonesia membentuk branding sebagai perusahaan yang memiliki sumber daya manusia kompeten serta memiliki kepedulian pada lingkungan, karyawan, dan masyarakat.

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In the midst of intense competition between advertising consulting companies, corporate branding as an effort to differentiate is increasingly being carried out, especially through Instagram. This effort can also be seen in one of advertising consulting companies in Indonesia, which is Dentsu Indonesia. This study aims to understand aspects of corporate branding highlighted by Dentsu Indonesia through their Instagram. This study uses data obtained through qualitative thematic content analysis methods which are contextually interpreted as directed content analysis. From the results of the analysis, Dentsu Indonesia tends to emphasize two aspects of corporate branding, which are people and citizenship, compared to other aspects. Hence, it can be concluded that Dentsu Indonesia establishes a branding as a company that has competent human resources and has concern for the environment, employees, and society."

"[Nation branding adalah konsep baru yang didefinisikan sebagai campuran elemenmulti-dimensi yang unik dan menunjukkan diferensiasi budaya dan relevansinya untuk semuakhalayak sasaran.Penerapan teknik merek ini terutama dilakukan untuk menghadapipersaingan global yang sekarang dihadapi oleh negara terutama dalam pasar eksternal.Kondisi ini menyadarkan negara untuk memperkuat brand mereka dengan tujuan utamauntuk menarik wisatawan, mendorong investasi masuk dan meningkatkan ekspor. Salahsatuupaya pembentukan Nation Branding dapat ditempuh melalui suatu langkah manajemenbrand yaitu corporate branding, yang memungkinkan suatu perusahaan menawarkan produkatau jasa yang diekspor, menjadi duta Negara tersebut di pasar internasional, sebagai pemainglobal.Penelitian kualitatif ini berupaya untuk menganalisis bagaimana peran corporatebranding dalam pembentukan Nation Branding, dengan studi kasus Service ExcellencePTGaruda Indonesia. Penelitian ini menggunakanperspektif konsumen internasional melihatservice excellence dari layanan jasa yang diekspor sebagai upaya pembentukan nationbranding.Dari penelitian ini terlihat bahwa penerapan corporate branding dapat membantusuatu negara membentuk nation branding, namun masih dibutuhkan upaya jangka panjangdan konsistensi pesan serta kualitas layanan agar dapat dipahami oleh target konsumen yangdituju.;Nation branding is a new concept which is defined as a mixture of multi-dimensionalelement that is unique and shows the cultural differentiation and relevance for all targetaudiences. Application of brand management is mainly done to face the global competitionthat now faced by the country, especially in the external market. This condition requirescountries to strengthen their brand with the main objective to attract tourists, encourageinward investment and boost exports. One of the efforts to establish the Nation Branding canbe reached through corporate branding, which allows a company that offers products orservices exported, be an ambassador of the country in the international market, as a globalplayer.This qualitative study seeks to analyze how corporate branding role in the formationof Nation Branding, with Service Excellence of PT Garuda Indonesia as the case study. Thisresearchfocuses on international consumer perspective of the exported service as theformation of nation branding attempts.Study showed that the application of corporate branding can help a country establishnation branding, but it still takes a long-term effort and consistency of the message and thequality of products that can be understood by the intended target consumers., Nation branding is a new concept which is defined as a mixture of multi-dimensionalelement that is unique and shows the cultural differentiation and relevance for all targetaudiences. Application of brand management is mainly done to face the global competitionthat now faced by the country, especially in the external market. This condition requirescountries to strengthen their brand with the main objective to attract tourists, encourageinward investment and boost exports. One of the efforts to establish the Nation Branding canbe reached through corporate branding, which allows a company that offers products orservices exported, be an ambassador of the country in the international market, as a globalplayer.This qualitative study seeks to analyze how corporate branding role in the formationof Nation Branding, with Service Excellence of PT Garuda Indonesia as the case study. Thisresearchfocuses on international consumer perspective of the exported service as theformation of nation branding attempts.Study showed that the application of corporate branding can help a country establishnation branding, but it still takes a long-term effort and consistency of the message and thequality of products that can be understood by the intended target consumers.]"

"Multimodal studies on various brand activities in social media have been prevalent. However, multimodal analysis for social media branding as a contributing factor to communicating branding messages is limited. In this research paper, the commercial skincare brand Drunk Elephant (DE), and its skincare “smoothie” Instagram publishments are examined to provide a closer inspection of multimodality in social media branding. This paper employs Generic Structure Potential (GSP) proposed by Yuen (2004) and Visual Grammar theory by Kress & Van Leeuwen (2006) to identify specified multimodal elements and analyze their interactions as well as composition as complete multimodal texts. This study illustrates how arrangements of visual and linguistic elements in DE’s multimodal texts presented the brand’s multimodality. These construct a versatile and salient social media branding and convey certain messages that highlight the brand’s communicated value. This study offers a critical discussion for the less-conversed topic through a close examination of a brand’s branding effort while stimulating expansion for other possible related research topics.

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Berbagai studi multimodal terhadap aktivitas brand dalam media sosial sering dilakukan. Namun, analisis melalui pendekatan multimodal terhadap branding media sosial sebagai pendukung komunikasi pesan brand belum banyak ditelusuri. Dalam artikel ini, aspek modality branding media sosial sebuah brand kecantikan Drunk Elephant (DE) dan Skincare “Smoothies” sebagai salah satu upaya branding akan ditelaah kemudian dianalisis. Artikel ini menggunakan Generic Structure Potential (GSP) oleh Yuen (2004) dan Visual Grammar theory oleh Kress & Van Leeuwen (2006) sebagai landasan kerangka analisis untuk mengidentifikasi berbagai elemen multimodal secara spesifik kemudian menganalisis interaksi dan komposisinya sebagai teks multimodal yang lengkap. Artikel ini mengilustrasikan bagaimana kombinasi susunan unsur visual dan linguistik dalam teks multimodal DE menggambarkan aspek multimodality yang kemudian menyampaikan branding media sosial yang unik dan fleksibel. Selain itu, pesan yang menonjolkan nilai-nilai brand juga tersalurkan lewat branding media sosial mereka. Studi ini menyajikan diskusi kritis untuk topik yang belum banyak ditelusuri juga membantu memperluas topik penelitian lainnya yang terkait."

"ABSTRAKMembentuk citra perusahaan sebagai tempat bekerja yang diinginkan merupakan upaya penting bagi perusahaan mengingat ketatnya persaingan untuk mendapatkan calon calon karyawan. Penelitian ini bertujuan untuk mendeskripsikan dan mengeksplorasi identitas employer branding melalui nilai-nilai perusahaan dan employer value propositions yang dimiliki oleh agensi X mengenai employer branding yang dilakukan lewat media sosial, dan juga positioning employer branding yang terlihat dari konten Instagram agensi X dan citra brand agensi X bagi calon karyawan Penelitian ini menggunakan paradigma post-positivisme dengan pendekatan kualitatif. Hasil dari penelitian ini adalah agensi X hampir seluruhnya menyampaikan elemen-elemen employer branding lewat Instagramnya-nya yang diturunkan dari nilai-nilai perusahaan dan employer value propositions. Nilai yang dominan muncul pada instagramnya adalah nilai sosial dengan indikator lingkungan kerja dan kolega yang menyenangkan. Sebagian besar konten mendapatkan kesan positif dan dianggap ideal oleh calon karyawan

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ABSTRACTEstablishing a company image as a desired place of work is one of the important efforts for the company given the tight competition in attracting prospective employees. This study aims to describe and explore the identity of employer branding through Agency X's corporate values and employer value propositions regarding employer branding carried out through social media, and the positioning of employer branding seen from Agency X's Instagram contents and how they are perceived by prospective employees. This study uses the post-positivism paradigm with a qualitative approach. The results of this study are that Agency X presents the elements of employer branding through its Instagram almost entirely. The dominant value that appears on the instagram is social values indicated by fun working environment and good relationship between colleagues. Most content gains a positive impression and is considered ideal by prospective employees."

"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."

"Saat ini, ketika mengevaluasi perusahaan mana, pencari kerja akan mempertimbangkan reputasi perusahaan sebagai bagian dari tekad mereka untuk melamar pekerjaan dan mengejar karir mereka di perusahaan yang menjadi penting bagi perusahaan untuk mempertahankannya melalui branding perusahaan serta branding produk mereka. Selain branding, penting juga bagi perusahaan untuk memanfaatkan media sosial karena semakin banyak digunakan untuk kampanye branding perusahaan dan proses rekrutmen terutama di era digital ini dengan perubahan preferensi kerja dari talenta muda yaitu generasi z karena sebagian besar lulusan baru lebih memilih untuk memulai karir awal mereka di perusahaan milik negara di industri perbankan. Oleh karena itu, penelitian ini akan mengevaluasi signifikansi citra perusahaan melalui nilai-nilai yang berkaitan dengan keinginan kandidat, sosial, ekonomi, pengembangan diri, pendaftaran kerja, citra produk, dan media sosial terhadap niat melamar pekerjaan di bank BUMN yang dimediasi oleh reputasi perusahaan dan dimoderatori oleh media sosial. Berdasarkan hasil dari 122 mahasiswa S1 yang diolah dengan Partial Least Squares Structural Equation Modeling menunjukkan bahwa nilai minat memiliki pengaruh paling tinggi terhadap reputasi perusahaan dan niat untuk melamar

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Nowadays, when evaluating which companies, job seekers  will consider the reputation of the company as part of their determination to land a job application and pursuing their career in the company which became important for company to maintain it through employer branding as well as their product branding. Other than branding, it is also important for company to make use of social media as it has  increasingly used for employer branding campaigns and the recruiting process especially in this digital era with changing in working preference from the young talent which is generation z as most fresh graduates are now prefer to start their early career in a state-owned company in banking industry. Hence, this research will evaluate the significance of employer branding through value of interest, social value, economic value, value development, application value, product branding, and social media towards intention to apply for a job at a state-owned bank mediated by corporate reputation and moderated by social media. According to the results from 122 undergraduate students that are processed with Partial Least Squares Structural Equation Modelling indicated that the value of interest is the highest influence towards the corporate reputation and the intention to apply."

"[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.]"

"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."