Pengaruh Online Review dalam User Generated Content Purbasari Lipstick Color Matte terhadap Brand Image Kosmestik Purbasari

Alfia Ramadhani, Pulung Setiosuci Perbawani

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT The existence of the development of the cosmetics industry in Indonesia is growing rapidly, so the choices of products are diverse. It is make a change of the consumer experience become more active and selective in choosing products or services they would choose. As well as the development of technology, they were driven to seek information about products or services as well as share information about the experience of a product or service to be distributed to the public. That behavior encourages the existence of Online review in User Generated Content (UGC) or the Consumer Online review. Content of review in User Generated Content (UGC) is manufactured and distributed by consumers also have a role as users who shared content such information to other audiences. Content of review in User Generated Content (UGC) mention brand name for reviews. Therefore, the audience received a picture of a brand image about a brand in Online review. This research was conducted by using the S-O-R theory modified by the concept of interactivity as the basis of the communication process. This theory emphasizes the presence of the organism (O) which received the stimulus (S) in order to get a response or feedback (R) is expected. From the survey, it is known that the factors that must be present in the online review is intensity, valence of opinion and content. That will affect the ratings of respondents (organisms) in generating brand image. So that the respondents (O) has an important role in this research. This study proves the relationship between Online review with the brand image. Keyword : Online review, User Generated Content, Brand, Brand image

Kata Kunci : Komunikasi Pemasaran; Branding