Lidwina, Pricelia Ruth (2024) Pemahaman Konsumen Mengenai Brand Identity Produk Kecantikan Scarlett Whitening dengan Tagline “Reveal Your Beauty”. S1 thesis, Universitas Kristen Indonesia.
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Abstract
Pemikiran masyarakat tentang standar kecantikan ideal memiliki kulit putih dipelihara secara turun-temurun. Selama ini, kulit putih dipandang memiliki status yang lebih tinggi dibandingkan kulit berwarna gelap. Cara berpikir tersebut menciptakan ketidaksetaraan di ruang sosial dan bentuk tidak menghargai perbedaan. Memiliki kulit putih cenderung akan lebih dihargai, diterima dan diistimewakan dalam lingkungan sosial. Akhirnya, kulit putih diusahakan oleh masyarakat melalui berbagai cara seperti, menggunakan produk yang dapat memutihkan kulit. Scarlett Whitening hadir untuk menjawab kebutuhan masyarakat melalui brand identity produk yang dapat memutihkan kulit dan meningkatkan kepercayaan diri. Penelitian ini ingin melihat pemahaman konsumen mengenai brand identity produk kecantikan Scarlett Whitening dengan tagline “reveal your beauty”. Secara rinci, penelitian ini akan membongkar pemikiran masyarakat mengenai stigma standar kecantikan adalah memiliki kulit putih. Tujuan dari penelitian ini adalah melihat pemahaman konsumen tentang brand identity Scarlett Whitening mulai dari tagline, pemilihan brand ambassador dan pengalaman yang diberikan Scarlett Whitening terhadap informan. Teori yang digunakan adalah brand identity dan konsep kulit putih. Penelitian ini menggunakan pendekatan kualitatif dengan paradigma kritis. Dalam penelitian ini, metode yang digunakan adalah fenomenologi dan metode pengumpulan data melalui wawancara semi terstruktur. Hasil penelitian menunjukkan tiga temuan yaitu pertama, pemahaman informan terkait brand identity Scarlett Whitening sebagai produk yang identik dapat memutihkan kulit dan meningkatkan kepercayaan diri. Kedua, alasan informan meyakini kulit putih sebagai standar kecantikan adalah karena pengalaman lingkungan sosial dan pemikiran yang diwariskan mengenai konsep kecantikan. Ketiga, pengalaman informan menggunakan produk Scarlett Whitening ditinjau dari segi kegunaan, para informan menyebutkan bahwa setelah menggunakan Scarlett Whitening terdapat perubahan signifikan warna kulit dari gelap menjadi putih. Peneliti kemudian menemukan bahwa keberhasilan brand identity Scarlett Whitening melalui tagline “reveal your beauty” didorong oleh pemahaman kulit putih sebagai standar kecantikan yang dilestarikan hingga saat ini. Kata Kunci: Identitas Brand, Kulit Putih, Produk Kecantikan, Standar Kecantikan. / People's ideas about the ideal beauty standard of having white skin have been maintained from generation to generation. During this time, white skin was seen as having a higher status than dark skin. This way of thinking creates inequality in social space and a form of disrespect for differences. Having white skin tends to be more respected, accepted and privileged in social circles. Finally, people strive for white skin through various methods, such as using products that can whiten the skin. Scarlett Whitening is here to answer people's needs through brand identity products that can whiten skin and increase self-confidence. This research wants to see consumers' understanding of the brand identity of the Scarlett Whitening beauty product with the tagline "reveal your beauty". In detail, this research will dismantle people's thoughts regarding the stigma that the standard of beauty is having white skin. The aim of this research is to see consumers' understanding of Scarlett Whitening's brand identity starting from the tagline, the selection of brand ambassadors and the experience that Scarlett Whitening provides to informants. The theories used are brand identity and the concept of white skin. This research uses a qualitative approach with a critical paradigm. In this research, the method used is phenomenology and data collection methods through semi-structured interviews. The research results showed three findings, namely first, the informants' understanding regarding the Scarlett Whitening brand identity as an identical product that can whiten skin and increase self-confidence. Second, the reason informants believe that white skin is the standard of beauty is due to experiences in the social environment and inherited thoughts regarding the concept of beauty. Third, the informants' experience of using Scarlett Whitening products in terms of use, the informants stated that after using Scarlett Whitening there was a significant change in skin color from dark to white. Researchers then discovered that the success of Scarlett Whitening's brand identity through the tagline "reveal your beauty" was influenced by the understanding of white skin as a beauty standard that is maintained to this day. Keywords: Branding, White Skin, Beauty Products, Beauty Standards
Item Type: | Thesis (S1) | ||||||||
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Subjects: | SOCIAL SCIENCES > Communities. Classes. Races > Races Including race as a social group and race relations in general TECHNOLOGY > Technology (General) > Communication of technical information |
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Divisions: | FAKULTAS ILMU SOSIAL DAN ILMU POLITIK > Ilmu Komunikasi | ||||||||
Depositing User: | Ms Pricelia Ruth Lidwina | ||||||||
Date Deposited: | 16 Aug 2024 07:07 | ||||||||
Last Modified: | 16 Aug 2024 07:07 | ||||||||
URI: | http://repository.uki.ac.id/id/eprint/16000 |
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