Strategi Komunikasi Merek Emosional pada Produk Kecantikan

Clara Anastasya Putri; Muhamad Rifqi Chalik; Eko Purwanto

doi:10.47134/jbkd.v2i4.4526

Strategi Komunikasi Merek Emosional pada Produk Kecantikan

Authors

Clara Anastasya Putri Universitas Muhammadiyah Tangerang
Muhamad Rifqi Chalik Universitas Muhammadiyah Tangerang
Eko Purwanto Universitas Muhammadiyah Tangerang

DOI:

https://doi.org/10.47134/jbkd.v2i4.4526

Keywords:

Strategi Komunikasi, Merek Emosional, Perilaku Konsumen

Abstract

Tujuan Penelitian ini adalah untuk mengetahui strategi komunikasi merek emosional pada produk kecantikan. Branding emosional, seperti yang diartikulasikan oleh Marc Gobé, adalah pendekatan strategis yang menumbuhkan hubungan emosional yang mendalam antara merek dan konsumen. Penelitian ini menggunakan pendekatan kualitatif dengan studi literatur untuk menganalisis Strategi komunikasi merek (brand communication strategy) merupakan upaya yang dilakukan perusahaan untuk menyampaikan nilai dan identitas merek kepada konsumen. Dalam konteks produk kecantikan, pendekatan komunikasi yang berbasis emosi atau emotional branding menjadi penting karena konsumen produk ini cenderung dipengaruhi oleh persepsi, citra diri, dan hubungan emosional dengan merek. Hasil penelitian menunjukkan bahwa komunikasi emosional berperan penting dalam membentuk perilaku konsumen dengan menciptakan keterikatan emosional dan meningkatkan loyalitas merek. Branding emosional menjadi strategi utama karena mampu membedakan merek di pasar yang kompetitif sekaligus membangun hubungan jangka panjang dengan konsumen.

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Published

2025-07-05

How to Cite

Putri, C. A., Chalik, M. R., & Purwanto , E. (2025). Strategi Komunikasi Merek Emosional pada Produk Kecantikan . Jurnal Bisnis Dan Komunikasi Digital, 2(4), 11. https://doi.org/10.47134/jbkd.v2i4.4526