Strategi Rose All Day Make Up Dalam Meningkatkan Brand Engagement (Studi Pada Kasus Event Beauty Class Di Malang 2024)

Julainii, Alfiyyah (2025) Strategi Rose All Day Make Up Dalam Meningkatkan Brand Engagement (Studi Pada Kasus Event Beauty Class Di Malang 2024). Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

The beauty industry has experienced significant growth along with the increasing awareness of women towards the importance of skin care and appearance. In the midst of tight competition between brands, the experiential marketing approach through events is an effective strategy to build emotional consumer engagement. This study aims to analyze the role of Makeup Artists in increasing consumer brand engagement towards the Rose All Day brand through a beauty class makeup event organized by CV. Beauty Cosmetics Indonesia. Data analysis refers to Paine's (2011) brand engagement theory which includes five stages: Lurking, Casual, Active, Committed, and Loyalty. Then, this study uses a qualitative approach with data collection techniques through in-depth interviews with three key informants, namely the brand, Makeup Artist, and event participants, and is supported by data triangulation. The results of the study show that the lurking stage is the weakest stage because participants have not shown their enthusiasm while the loyalty stage is the strongest stage in this study. This can happen because of the role of a Makeup Artist who is able to build emotional relationships, trust, and participant interest in the brand.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Brand Engagement, Makeup Artist, Rose All Day
Subjects:	Marketing Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Alfiyyah Julainii
Date Deposited:	14 Jul 2025 02:11
Last Modified:	14 Jul 2025 02:11
URI:	https://repository.bakrie.ac.id/id/eprint/11731

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