Wardani, Bunga Putri Kusuma (2018) Penerimaan Konsumen The Body Shop Di Kota Malang Terhadap Identitas Perusahaan Dalam Iklan Kampanye Online “Forever Against Animal Testing. Sarjana thesis, Universitas Brawijaya.
Abstract
Green Marketing adalah konsep bisnis baru yang berkembang pesat di masa sekarang, konsep ini banyak digunakan oleh perusahaan salah satunya di perusahaan kecantikan, seperti The Body Shop. Gerakan kampanye yang terkait dengan lingkungan adalah bagian dari konsep pemasaran hijau dalam upaya menanamkan nilai identitas perusahaan. The Body Shop meluncurkan gerakan kampanye "Forever Against Animal Testing" melalui poster iklan kampanye online. Tujuan dari penelitian ini adalah untuk menganalisis penerimaan konsumen terhadap identitas perusahaan dalam iklan kampanye online "Forever Against Animal Testing" oleh The Body Shop. Penelitian ini adalah penelitian kualitatif dengan menggunakan metode analisis penerimaan dengan teori pengkodean-dekode Stuart Hall. Hasil penelitian menunjukkan bahwa The Body Shop diartikan sebagai perusahaan yang peduli terhadap kelestarian lingkungan serta kepedulian terhadap hewan untuk tidak diuji produk kecantikan. Selain itu, konsumen The Body Shop merasa aman tentang produk The Body Shop dan memiliki keyakinan terhadap The Body Shop telah melakukan kampanye "Forever Against Animal Testing" menurut kampanye mereka. Berdasarkan penelitian menggunakan analisis penerimaan informan yang dikategorikan dalam teori posisi tiga hipotetis dari Stuart Hall yang dinegosiasikan posisi kode.
English Abstract
Green Marketing is a new business concept that developed rapidly in the present, the concept is widely used by companies one of them are in beauty’s company, such as The Body Shop. The campaign movement related to the environment is part of the concept of green marketing in an effort to instill corporate identity value. The Body Shop launched the campaign movement "Forever Against Animal Testing" through an online campaign advertising poster. The purpose of this research is to analyze consumer acceptance against corporate identity in online campaign advertising "Forever Against Animal Testing" by The Body Shop. This research is a qualitative research using reception analysis method with Stuart Hall encoding-decoding theory. The results showed that The Body Shop interpreted as a company that cares about environmental sustainability as well as concern for animals not to be tested a beauty product. In addition, The Body Shop consumers feel safe about The Body Shop products and have confidence in The Body Shop has conducted a campaign "Forever Against Animal Testing" according to their campaign. Based on research using reception analysis of informants categorized in the theory of three hypothetica position from Stuart Hall that is negotiated code position.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2018/657/051808508 |
| Uncontrolled Keywords: | iklan, analisis penerimaan, identitas perusahaan, The Body Shop advertising, reception analysis, corporate identity, The Body Shop |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.802 General topics of marketing management |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 09 Sep 2019 03:53 |
| Last Modified: | 22 Oct 2021 03:00 |
| URI: | http://repository.ub.ac.id/id/eprint/163700 |
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