Molto EDP Tyara Citra Primary Author mixed material bibliography Jakarta LSPR 2018 en English

Text

Nowadays, many companies used social media as their marketing tools, small businesses even use social media as their core platform to market their products or services, as for big companies are using it to create their brand image and directly engage with their audience. Celebrity is also perceived to be more credible and trustworthy to be representing a brand that is specifically matched with the celebrity’s image. The first purpose of this research is to therefore understand the strategy implementation ofusing a celebrity endorser through social media activities to enhance brand image and brand loyalty of a fabric conditioner brand, Molto. Additionally, this research is using a qualitative approach by conducting an in -depth interview to gain insights from the brand internal team, supported by a focus group discussion with the brand’s loyal customers to gain insights from the customer’s side.The research concludes by analysing the social media strategy used by Molto by using a celebrity endorsement to enhance the brand image and brand loyalty. Therefore, the brand image Molto aims to create is luxury, elegance, and exclusive which is perceived by the target audience represented by a total of 10 FGD participants who claimed that Molto is an exclusive fabric conditioner brand, and it’s celebrity endorser delivers the elegant image. Although the aimed luxury, elegance, and exclusive brand image of Molto EDP is delivered and perceived by its target audience but in terms of loyalty customers are likely to care more about value of the product thesis Marketing Communications 2018 Tyara Citra NONE Library LSPR Institute of Communication and Business Amani Library Management System S2.370.003.2018 S200069SP LSPR Sudirman Park S2.370.060.2018 sampul_skripsi.jpeg.jpeg 1356 2019-12-05 13:52:44 2020-11-27 08:45:20 machine generated