Pembentukan Preferensi Konsumen Generasi Z melalui Brand Ambassador dan Beauty Influencer pada Pengguna Maybelline
DOI:
https://doi.org/10.59261/bustechno.v7i4.785Keywords:
Brand Ambassador, Beauty Influencer, Social Learning Theory, Generasi Z, MaybellineAbstract
Latar belakang: Perkembangan media digital mengubah strategi komunikasi pemasaran industri kosmetik dari penggunaan brand ambassador sebagai representasi simbolik menuju pemanfaatan beauty influencer yang lebih berbasis pengalaman dan edukasi.
Tujuan: Penelitian ini bertujuan menganalisis proses pembentukan preferensi pengguna kosmetik Maybelline di kalangan Generasi Z melalui perspektif Social Learning Theory.
Metode: Penelitian menggunakan pendekatan kualitatif berparadigma konstruktivisme dengan metode Focus Group Discussion terhadap tujuh perempuan Generasi Z pengguna Maybelline yang dipilih secara purposive. Data dianalisis menggunakan analisis tematik berdasarkan tahapan pembelajaran sosial Bandura. Kredibilitas analisis dijaga dengan memeriksa kembali tema terhadap transkrip lengkap, mempertahankan pernyataan yang berbeda dari pola dominan, dan membandingkan interpretasi antartahap pembelajaran agar kategori tidak dibentuk hanya dari kutipan yang mendukung kesimpulan awal.
Hasil: Hasil penelitian menunjukkan bahwa brand ambassador berperan terutama pada tahap attention melalui pembentukan citra merek, sedangkan beauty influencer lebih dominan pada tahap retention, self-efficacy, reproduction, hingga behavior melalui penyampaian pengalaman yang autentik dan aplikatif. Temuan ini menunjukkan bahwa brand ambassador dan beauty influencer tidak saling menggantikan, tetapi menjalankan fungsi komunikasi yang berbeda dalam proses pembelajaran konsumen.
Kesimpulan: Penelitian ini memperluas penerapan Social Learning Theory dalam kajian komunikasi pemasaran kosmetik digital.
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