Pemaknaan Pengalaman Mengkomunikasikan Overclaim Dan Hiperbola Para Pekerja Dalam Industri Kecantikan

Amalia, Ananda (2026) Pemaknaan Pengalaman Mengkomunikasikan Overclaim Dan Hiperbola Para Pekerja Dalam Industri Kecantikan. S1 thesis, Universitas Kristen Indonesia.

	Text (Hal_Judul_Daftar_Isi_Daftar_Tabel_Daftar_Gambar_Daftar_Singkatan_Daftar_Lampiran_Abstrak) HalJudulDaftarIsiDaftarTabelDaftarGambarDaftarSingkatanDaftarLampiranAbstrak.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (BAB_I) BABI.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (557kB)
	Text (BAB_II) BABII.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (397kB)
	Text (BAB_III) BABIII.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (729kB)
	Text (BAB_IV) BABIV.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (360kB)
	Text (Daftar_Pustaka) DaftarPustaka.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (365kB)
	Text (Lampiran) Lampiran.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)

Abstract

Industri kecantikan tidak hanya bekerja melalui penjualan produk, tetapi juga melalui produksi pesan, klaim, standar kecantikan, dan strategi persuasi yang membentuk cara konsumen memahami tubuh serta penampilannya. Dalam konteks ini, praktisi komunikasi pemasaran memiliki peran penting karena mereka ikut menerjemahkan produk menjadi pesan yang menarik, dipercaya, dan diinginkan oleh konsumen. Penelitian ini bertujuan untuk memahami bagaimana pekerja di dalam industri kecantikan memasarkan produk kecantikan. Penelitian ini menggunakan pendekatan kualitatif dengan metode fenomenologi hermeneutik. Data diperoleh melalui wawancara mendalam terhadap enam informan yang pernah bekerja di industri kecantikan, yaitu Brand & Marketing Communication Specialist, New Product Developer, Head of Strategic Marketing, Creative Marketing Director, Brand Strategist, dan Marketing Specialist. Data dianalisis melalui pembacaan berulang, pengelompokan makna, serta penafsiran terhadap pola pengalaman yang muncul dari cerita para informan. Hasil penelitian menunjukkan tiga temuan utama. Penelitian ini menemukan bahwa komunikasi pemasaran kecantikan dimaknai sebagai proses menjadi profesional di dalam sistem yang menuntut persuasi, kecepatan, dan hasil komersial, sekaligus sebagai pengalaman moral ketika praktisi menyadari bahwa pesan yang mereka produksi dapat memengaruhi harapan, rasa percaya diri, dan kerentanan konsumen. / This study examines how marketing communication practitioners in Indonesia make meaning of their practical experiences in the beauty industry. The beauty industry does not operate only through product sales, but also through messages, claims, beauty standards, and persuasive strategies that shape how consumers understand their bodies and appearances. In this context, marketing communication practitioners play an important role because they help translate products into messages that attract attention, build trust, and create consumer desire. This study aims to understand how Indonesian practitioners in Beauty Industry make meaning of their experiences in marketing beauty products. This research uses a qualitative approach with hermeneutic phenomenology as its method. Data were collected through in-depth interviews with six informants who had worked in the beauty industry, consisting of a Brand & Marketing Communication Specialist, New Product Developer, Head of Strategic Marketing, Creative Marketing Director, Brand Strategist, and Marketing Specialist. The data were analyzed through repeated reading, meaning grouping, and interpretation of experiential patterns that emerged from the informants’ narratives. The findings show three main themes. This study finds that beauty marketing communication is understood as a process of becoming professional within a system that demands persuasion, speed, and commercial results, while also becoming a moral experience when practitioners realize that the messages they produce can shape consumers’ hopes, self-confidence, and vulnerability.

Actions (login required)

View Item