Article Sidebar

Download
PDF
Statistic
Read Counter : 128 Download : 122

Downloads

Download data is not yet available.

Main Article Content

Abstract

This study aims to analyze the role of social media in Beyond Aesthetics' communication strategy on improving their company image in the competitive world of beauty industry as a medical aesthetic specialist in Indonesia. This study uses qualitative research method, case study methodology and using strategic planning for Public Relations which analyze the situation, strategy, tactics, and evaluative research. To achieve the required information, the company's social media was analyzed and The Director of Sales and Operations and related staff was interviewed to give their in-depth knowledge about the company's communication strategy which resulted in using integrated and proactive communication strategy using educational approach while having a strong understanding of consumer needs and the market's dynamics and quickly adapting with the rapid changes in the industry are the Beyond Aesthetics' social Media Communication Strategy. In conclusion, based on this study, the right media, creating interesting content, and implementing the appropriate communication strategies plays a big role in building a positive company image in the eyes of the stakeholders and ensuring their loyalty for Beyond Aesthetic to reach their success.

Keywords

Communication Strategy Social Media Company Image Beyond Aesthetics Beauty Industry

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Naori, E. A., & Muharman, D. (2024). Beyond Aesthetic Communication Strategies in Improving the Company’s Image Through Social Media. Ilomata International Journal of Management, 5(2), 503-523. https://doi.org/10.61194/ijjm.v5i2.1131

References

  1. Alyusi, S. D. (2019). Media Sosial: Interaksi, Identitas, dan Modal Sosial. Prenada Media.
  2. Antolis, M. L., Widiati, I. A. P., & Seputra, I. P. G. (2021). Pengenaan Pajak Penghasilan Terhadap Pelaku Usaha Jasa Promosi Melalui Media Sosial. Jurnal Interpretasi Hukum, 2(3), 468–472. https://doi.org/10.22225/juinhum.2.3.4121.468-472
  3. Asikin, M. N. (2021, November 2). Peluang dan Risiko Digital Marketing Agency di Indonesia. Jawa Pos.
  4. Ayu, M. (2022, December 5). Makin Meroket, Pendapatan Produk Kecantikan dan Perawatan Diri di RI Capai Rp. 111, 83 Triliun Pada 2022. Katadata Insight Center.
  5. Beyond Aesthetic. (2022, November 22). Beyond Aesthetic. Retrieved September 15, 2023, from Beyond Aesthetic: https://beyondaesthetic.id/about-us/. Beyond Aesthetic.
  6. Christian, M. K. H., & Vanel, Z. (2023). Strategi Komunikasi Pemasaran TATV Untuk Meningkatkan Jumlah Pengiklan. Jurnal Pustaka Komunikasi, 6(2), 247–265. https://doi.org/10.32509/pustakom.v6i2.2667
  7. Darwinsyah, M. (2018). Analisa Pengaruh Strategi Komunikasi CSR Melalui Media Sosial terhadap Reputasi Perusahaan (Studi Kasus pada Perusahaan Consumer Goods di Indonesia). InterKomunika, 3(1), 59. https://doi.org/10.33376/ik.v3i1.43
  8. Eriyanto. (2021). Analisis Jaringan Media Sosial: Dasar-Dasar dan Aplikasi Metode Jaringan Sosial untuk Membedah Percakapan di Media Sosial. Prenada Media.
  9. Firmansyah, I. (2023, July 12). Beyond Aesthetic Beauty & Wellness Fair Hadirkan Nama Besar di Dunia Estetika dalam Satu Tempat. Suara.Com.
  10. Frederik, J. E., & Wijaya, L. S. (2019). “Strategi Komunikasi Pemasaran The Trans Resort Bali melalui Media Online dan Media Sosial dalam Upaya Peningkatan Citra.” Repository Uksw, 2.
  11. Hardani. (2020). Metode Penelitian Kualitatif & Kuantitatif. CV Pustaka Ilmu.
  12. Hikmah, N., & Feri, S. (2022). Strategi Komunikasi Perusahaan dalam Mempromosikan Layanan Jaza antar di PT. Citra Van Titipan Kilat (TIKI) Jakarta. Jurnal Oratio Directa, 4(1), 696–707.
  13. Hughes, T., & Vafeas, M. (2019). Marketing Agency/Client Service-For-Service Provision in an Age of Digital Transformation. Journal of Business-to-Business Marketing, 26(3–4), 265–280. https://doi.org/10.1080/1051712X.2019.1611080
  14. Ibrahim. (2015). Metode Penelitian Kualitatif. Alfabeta.
  15. Kriyantono, R. (2020). Teknik Praktis Riset Komunikasi. Prenada Media.
  16. Latif, D. (2022). Media Sosial Suatu Alternatif. Alex Media Komputindo.
  17. Maskhuri, E., & Jauhari, M. (2021). Strategi Komunikasi Humas Dalam Meningkatkan Citra Positif Pemerintahan Desa Bagorejo Kecamatan Srono Kabupaten Banyuwangi. 15–27.
  18. Media Indonesia. (2023, March 14). Beyond Aesthetic Fair jadi Ajang Diskusi Penggiat Kecantika. Media Indonesia.
  19. Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative Data Analysis, A Methods Sourcebook, Edition 3. Sage Publications. Terjemahan Tjetjep Rohindi Rohidi, UI-Press.
  20. Pakpahan, M. M. (2014). Metode Penelitian Proses Penelitian Praktis. Cipta Pustaka Media.
  21. Prastowo, A. (2016). Metode Penelitian Kualitatif dalam Perspektif Rancangan Penelitian. Ar-Ruzz Media.
  22. Prawityasari, A., Nabila, A. P., & Hutagalung, Y. B. (2022). Strategi Komunikasi Media Sosial dalam Meningkatkan Citra Merk. Jurnal Ilmiah Universitas Batanghari Jambi, 22(2), 938. https://doi.org/10.33087/jiubj.v22i2.2101
  23. Rahman, I. A., & Panuju, R. (2017). Strategi Komunikasi Pemasaran Produk Fair N Pink Melalui Media Sosial Instagram. WACANA, Jurnal Ilmiah Ilmu Komunikasi, 16(2), 214. https://doi.org/10.32509/wacana.v16i2.26
  24. Rashid, Y., Rashid, A., Warraich, M. A., Sabir, S. S., & Waseem, A. (2019). Case Study Method: A Step-by-Step Guide for Business Researchers. International Journal of Qualitative Methods, 18, 1–13. https://doi.org/10.1177/1609406919862424
  25. Ridha, W. (2014). Strategi Public Relations Dalam Membangun Citra Perusahaan Pada Excellent Islamic School (EXISS) A BA TA Srengseng Jakarta Barat. UIN Syarif Hidayatullah.
  26. Saputra, H. T., Adlimi, N. A., & Batubara, F. A. (2023). Strategi Komunikasi Pemasaran untuk Membangun Brand Image melalui Sosial Media Instagram. Journal Economy Management Business and Entrepreneur, 1(37), 22–28.
  27. Saputri, S. N. (2019). Strategi Komunikasi Organisasi Kitabisa.Com Dalam Meningkatkan Citra Perusahaan. Eproceedings of Management, 6(2).
  28. Sekaran, U., & Bougie, R. (2017). Metode Penelitian untuk Bisnis: Pendekatan Perkembangan Keahlian, Edisi ke-6. Salemba Empat.
  29. Setiawan, H., & Darmastuti, R. (2021). Strategi Komunikasi Radio Suara Salatiga Dalam Upaya Mendapatkan Loyalitas Pendengar Di Era Digital (Studi Konvergensi Media Dengan Pendekatan Budaya Lokal). Komuniti : Jurnal Komunikasi Dan Teknologi Informasi, 13(2), 159–174. https://doi.org/10.23917/komuniti.v13i2.14089
  30. Smith, R. D. (2017). Strategic Planning for Public Relations (5th Ed). Routledge.
  31. Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D (Cetakan ke). ALFABETA CV.
  32. Suryadi, E. (2019). Metode Penelitian Komunikasi. Remaja Rosdakarya.
  33. Susilawati, D. (2023, February 23). Industri Estetika Medis Terus Bertumbuh, Korea Selatan jadi Penggerak. Republika.
  34. Tape, V. M. R., & Kristiyani, D. N. (2022). Strategi Komunikasi Pemasaran PT. Valbury Asia Futures Semarang Dalam Membangun Citra Positif Melalui Media Sosial Instagram. Jurnal Penelitian Dan Pengkajian Ilmiah Sosial Budaya, 1(2), 211–225. https://doi.org/10.47233/jppisb.v1i2.495
  35. Thousani, H. F., & Setiyawan, A. D. (2021). Strategi Corporate Melalui Media Sosial Di Pt Angkasa Pura I (Persero) Juanda Surabaya. Jurnal Gama Societa, 4(2), 20. https://doi.org/10.22146/jgs.64024
  36. Utami, S. P. C., Dida, S., & Prastowo, FX. A. A. (2018). Strategi Perencanaan Public Relations Net. Tv Dalam Membentuk Citranya Sebagai Televisi Masa Kini. ProTVF, 1(1), 61. https://doi.org/10.24198/ptvf.v1i1.13334
  37. Yin, R. K. (2014). Studi Kasus Desain & Metode. Rajawali Pers.
  38. Yuliana. (2021). Pentingnya Strategi Komunikasi Dalam Berkomunikasi. Journal: Sudut Pandang, 2(1), 1–5.
  39. Yusuf, A. M. (2014). Metode Penelitian Kuantitatif, Kualitatif & Penelitian Gabungan. Prenada Media.