Analisis Brand Personality dalam Co-branding Dear Me Beauty di Instagram

Cicilia Monika Darmawan, Judy Djoko Wahjono Tjahjo, Lady Joanne Tjahyana

Abstract


Penelitian ini dilakukan untuk memperoleh gambaran isi pesan Brand Personality pada co- branding Dear Me Beauty yang ada pada media Instagram Dear Me Beauty. Penelitian ini khususnya melihat Brand Personality pada co-branding Dear Me Beauty dengan perusahaan makanan lokal Indonesia seperti perusahaan Nissin, Yupi, dan Sasa. Teori yang digunakan dalam penelitian ini Marketing communications, Brand personality, Co-branding, dan Instagram. Brand Personality adalah sekumpulan karakteristik manusia yang diasosiasikan dalam suatu brand. Co- branding adalah dua atau lebih merek yang sudah dikenal, dan dikombinasikan ke dalam suatu penawaran dimana satu sama lain tetap dapat memperkuat dan berharap akan mendapatkan perhatian dari audiens baru. Penggambaran Brand Personality pada co-branding Dear Me Beauty diteliti dengan metode analisis isi kuantitatif. Hasil penelitian menunjukkan seluruh co-branding Dear Me Beauty dengan Nissin dan Yupi, ditemukan indikator Brand personality yang dominan adalah Aggresiveness, Responsibility, dan Simplicity. Sedangkan pada co-branding Dear Me Beauty dengan Sasa indikator yang dominan adalah Aggresiveness, Responsibility, Activity.


Keywords


Marketing Communications, Brand Personality, Co-branding, Media Sosial, Instagram

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