CD Skripsi

Strategi Pencitraan Produk Kosmetik The Body Shop (Studi Kasus The Body Shop Store Mall SKA Pekanbaru)

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The Body Shop's cosmetic products dared to be different in the strategy of
products image. Instead of building a myth about the uncertain and filled with lies
about the products, The Body Shop builds a new story through the promotion of
products with the approach of Public Relations. This research target is (1) to
know the strategy of The Body Shop's cosmetic product images at The Body Shop
Store Mall SKA Pekanbaru, and (2) to know the supporting factor and the
obstacle in this images product strategy.
The method which used is descriptive method with qualitative approach,
which data were obtained from the interviews, observation, and reference
materials that support. The Informants choosed by purposive sampling, there
were eight informants, two person from The Body Shop stores Pekanbaru, one
from The Body Shop Indonesia, and five person audiences and customer of The
Body Shop stores Pekanbaru. The data analysis technique was used is interactive
analysis model, and the data validity measured by continousity of taking part and
triangulation.
The results shows that the images strategy of The Body Shop's cosmetic
products made by The Body Shop stores Pekanbaru is through marketing public
relations strategy, namely publicity in local media, through a mini-environmental
campaign, through membership (The Body Shop People), and through the
development of customer services, that called "ITC" (Inspiring the Customer). The
obstacle was the lacking awareness in efforts to save the environment, a sense of
prestige in the use of shopping bags branded products, the informants’s opinion
that tend to like cosmetic products that promise to be beautiful instantly and
distrust from the people about The Body Shop credibility as the executor of values
with company that prioritizes profit to survive. While the supporting factors are
the provision of flyers and infocard, membership through programs Email Blast
or SMS Blast, and passionate which is owned by The Body Shop's operations team
Pekanbaru in customer service.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 06.110 (0054)

Penerbit

Pekanbaru : Universitas Riau - FISIP - Ilmu Komunikasi., 2010

Deskripsi Fisik

ix, 91 hlm.:ilus.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 06.110 (0054)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

zelpino

Versi lain/terkait

Lampiran Berkas

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