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All Journal JURNAL LENSA MUTIARA KOMUNIKASI Mediator: Jurnal Komunikasi
Johan, Hanni Shabrina
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Computer Science & IT Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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An Analysis of the Inclusion of Different Genders in BLP Beauty’s Brand Image Johan, Hanni Shabrina; Andayani, Nadia Marita
JURNAL LENSA MUTIARA KOMUNIKASI Vol. 8 No. 1 (2024): Jurnal Lensa Mutiara Komunikasi
Publisher : UNIVERSITAS SARI MUTIARA INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51544/jlmk.v8i1.5009

Abstract

In recent years, beauty brands have begun to incorporate different genders into their brand image. This phenomenon emerged as a big change for the beauty industry because beauty products at that time only targeted women. In the past, using cosmetics was generally only reserved for women. The use of cosmetics for men is considered inappropriate and strange. BLP Beauty is an Indonesian beauty brand that prioritizes inclusivity towards all genders. BLP Beauty features different genders on their social media ads to promote their inclusivity, which they specifically use inclusive marketing strategies to achieve their goals. This research discusses the implementation of an Inclusive Marketing Strategy through the Creative Elements model applied by BLP Beauty in their social media advertisements on Instagram. Through content analysis from a qualitative approach, the findings show that BLP Beauty uses these models to carry out their social media advertising on Instagram. Social media advertising content on the official BLP Beauty Instagram account proves the use of Creative Elements in implementing an Inclusive Marketing Strategy. To encourage more opportunities, researchers need to analyze BLP Beauty's other social media platforms.
Relationship between Gen Z’s Personality and Motivations with TikTok Usage During Pandemic Krisadhi, Risa; Kurniyawan, Dede; Aryawan, Dewi Nandini; Johan, Hanni Shabrina; Ishomi, Muhammad Ikbar
Mediator: Jurnal Komunikasi Vol. 16 No. 2 (2023): Mediator: Jurnal Komunikasi
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mediator.v16i2.2665

Abstract

The COVID-19 pandemic has significantly reshaped how people communicate due to restrictions on direct interaction, impacting both mental and physical well-being. Social media, particularly TikTok, gained widespread attention during the pandemic, notably among Gen Z, offering online expression and entertainment to compensate for limited in-person interaction. However, the interplay between Gen Z's personality traits, motivations, and TikTok usage remains relatively unexplored. In order to fill the gap, this research investigates how Gen Z's personality traits influence TikTok media usage, considering the mediating role of motivations during the pandemic. Employing the Uses and Gratifications framework and the Big Five Personality factors, the research collected data from 400 Gen Z participants in the Jabodetabek and then analyzed by Path Analysis. The findings show that personality traits do influence TikTok usage, mediated by motivations for information seeking and sharing, social interaction, escapism and relaxation, as well as norm and trend following. In this research, the classification of the Big Five Personalities was different because the research only found four types of personality in Gen Z: extraversion, conscientiousness and neuroticism, agreeableness, and openness. Gen Z's motivation for using TikTok during the COVID-19 pandemic differs for each personality.
Co-Authors Andayani, Nadia Marita Aryawan, Dewi Nandini Ishomi, Muhammad Ikbar Krisadhi, Risa Kurniyawan, Dede