Menggali Maskulinitas Analisis Rekonstruksi KAHF untuk Pemasaran yang Efektif
Article Sidebar
📅
Published:
May 10, 2024
Main Article Content
Abstract
Article Summary
The study discusses how to communicate masculinity as well as the urgent need to reconstruct the
understanding of masculinities in a marketing context that is more inclusive and relevant to the current era. The study highlighted the importance of diversification in the representation of masculinity in marketing, by showing that campaigns that promote diversity in representation tend to receive positive feedback from consumers, leading to increased attachment and loyalty. The research method involves phenomenological analysis of the phenomena of various social media and E-Commerce Kahf in marketing its products. This research aims to identify concrete strategies in doing product marketing. The findings of this research are expected to provide in-depth insight into Kahf's reconstruction in doing marketing with the guise of masculinity.
Keywords
Article Keywords
Downloads
Download data is not yet available.
Article Details
How to Cite
Azhari, R., & Sazali, H. (2024). Menggali Maskulinitas Analisis Rekonstruksi KAHF untuk Pemasaran yang Efektif. Jurnal Indonesia : Manajemen Informatika Dan Komunikasi, 5(2), 1779-1790. https://doi.org/10.35870/jimik.v5i2.760
Issue
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC-BY 4.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
License: All articles are licensed under 
References
Al Fatah, M., & Arsyad, M. J. (2022). The Effect Of Viral Marketing And Brand Image On Purchase Decisions Through E-Trust:(Study on Kahf Skincare Customers). Economics and Business Journal (ECBIS), 1(1), 9-16.
Amalia, F., & Puspita Sari Sukardani, S. T. (2023). Analisis Resepsi Khalayak Terhadap Pesan Maskulinitas Dalam Iklan Semua Juga Bisa Pada Instagram Ms Glow For Men. The Commercium, 6(3), 1-15.
Andika, A., Nadia, N., Najmudin, M., & Hasibuan, A. B. (2023). Green Cosmetics In Indonesia: Unraveling Attitude-Behavior Gap and Gender Moderation. Jurnal Aplikasi Manajemen, 21(4), 1134-1152. DOI: http://dx.doi.org/10.21776/ub.jam.2023.021.04.20.
Azizah, S. N., & Erawati, D. (2023). Perilaku Konsumsi Generasi Milenial Terhadap Produk Kosmetik dalam Islam (Studi Pemikiran Monzer Kahf). NUANSA: Jurnal Penelitian Ilmu Sosial dan Keagamaan Islam, 20(2), 129-142. DOI: https://doi.org/10.19105/nuansa.v20i2.8473.
Bakti, A. M. F. (2021). Active Reception pada Pengguna Instagram dengan Admin wardahbeauty dalam Memahami Produk Wardah melalui Qaulan Balighan, 2021 (Bachelor's thesis, Fakultas Dakwah dan Ilmu Komunikasi Universitas Islam Negeri Syarif Hidayatullah Jakarta).
Corinna, A. N., & Cahyono, E. F. (2019). Pola Perilaku Konsumsi Generasi Millenial Terhadap Produk Fashion Perspektif Monzer Kahf: Studi Kasus Mahasiswi Universitas Airlangga. Jurnal Ekonomi Syariah Teori Dan Terapan, 6(2), 319-330.
Darwin, M. (1999). Maskulinitas: Posisi laki-laki dalam masyarakat patriarkis. Center for Population and Policy Studies Gadjah Mada University, 4, 1-10.
Fader, P. S., & Winer, R. S. (2012). Introduction to the special issue on the emergence and impact of user-generated content. Marketing Science, 31(3), 369-371. DOI: https://doi.org/10.1287/mksc.1120.0715.
Harahap, N. (2020). Penelitian kualitatif.
Hisan, K., & Azhar, A. A. (2020). Trend Iklan Politik Luar Ruang Dalam Ruang Media Massa. Al-Hikmah Media Dakwah, Komunikasi, Sosial Dan Kebudayaan, 11(2), 80-84. DOI: https://doi.org/10.32505/hikmah.v11i2.2543.
Husserl, E. (1970). Syllabus of a Course of Four Lectures on “Phenomenological Method and Phenomenological Philosophy”. Journal of the British Society for Phenomenology, 1(1), 18-23. DOI: https://doi.org/10.1080/00071773.1970.11006095.
Indah, I. P., Moulana, R., & Irfan, I. (2023). Segmentasi responden pengguna produk kahf berdasarkan karakternya di kalangan mahasiswa Universitas Syiah Kuala. Jurnal Ilmiah Mahasiswa Pertanian, 8(1), 248-253. DOI: https://doi.org/10.17969/jimfp.v8i1.23448.
Kotler, P. (2009). Manajemen Pemasaran (Marketing Management)(Edisi 13).
Kreicbergs, T., Ščeulovs, D., & Bernovskis, A. (2024). Brand and masculinity archetypes as an innovative research approach for analyzing consumer preferences on masculinity in advertising. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), 100184.
Lodi, H. (2020). Modesty: A Fashion paradox: Uncovering the causes, controversies and key players behind the global trend to conceal rather than reveal.
NATASYA, K. (2022). Pengaruh Brand Gender Positioning Skincare Kahft terhadap Persepsi Konsumen Pria di Pulau Jawa (Doctoral dissertation, Universitas Gadjah Mada).
Rohaeti, D., & Sudrartono, T. (2021). PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN ULANG PRODUK HAWWA SKINCARE DI KABUPATEN BANDUNG. VALUE, 2(2), 1-10. DOI: https://doi.org/10.36490/value.v2i2.190.
Saleh, Z. (2021). BAB III analisis 2. 1Lexy J. Meleong, Metodologi Penelitian Kualitatif (Bandung: PT. Remaja Rosdakarya, 2007), 1, 9–25.
Sazali, H., & Rozi, F. (2020). Belanja Online dan Jebakan Budaya Hidup Digital pada Masyarakat Milenial. JURNAL SIMBOLIKA Research and Learning in Communication Study, 6(2), 85-95. DOI: 10.31289/simbollika.v6i2.3556.
Sembiring, F. A., & Deni, I. F. (2022). Strategi Komunikasi Pemasaran Fashion Bekas/Thrift Shop Pada Pasar 18 Kota Binjai. BEST Journal (Biology Education, Sains and Technology), 5(2), 428-433. DOI: https://doi.org/10.30743/best.v5i2.6102.
Shihab, M. Q. (2019). Jawabannya Adalah Cinta. Lentera Hati Group.
Todd, K. P., Thornburgh, S., Pitter, R., Gamarel, K. E., & Peitzmeier, S. (2022). Masculine identity development and health behaviors in transmasculine individuals: A theory of gender and health. SSM-Qualitative Research in Health, 2, 100186.
Wichmann, J. R., Uppal, A., Sharma, A., & Dekimpe, M. G. (2022). A global perspective on the marketing mix across time and space. International Journal of Research in Marketing, 39(2), 502-521. DOI: https://doi.org/10.1016/j.techfore.2023.123142.
Wita, G., & Mursal, I. F. (2022). Fenomenologi dalam kajian sosial sebuah studi tentang konstruksi makna. Titian: Jurnal Ilmu Humaniora, 6(2), 325-338. DOI: https://doi.org/10.22437/titian.v6i2.21211.
Wu, C. W., Botella-Carrubi, D., & Blanco-González-Tejero, C. (2024). The empirical study of digital marketing strategy and performance in small and medium-sized enterprises (SMEs). Technological Forecasting and Social Change, 200, 123142.
Yanti, M. N., Sadat, M. A., & Sari, D. A. P. (2023). Pengaruh Brand Ambassador, Brand Image, dan Product Quality Terhadap Purchase Decision Produk Body Care di Jabodetabek. Jurnal Bisnis, Manajemen, dan Keuangan, 4(1), 98-113. DOI: https://doi.org/10.21009/jbmk.0401.08.
Zikmund, W. G. (2013). Business research methods. (No Title).
Amalia, F., & Puspita Sari Sukardani, S. T. (2023). Analisis Resepsi Khalayak Terhadap Pesan Maskulinitas Dalam Iklan Semua Juga Bisa Pada Instagram Ms Glow For Men. The Commercium, 6(3), 1-15.
Andika, A., Nadia, N., Najmudin, M., & Hasibuan, A. B. (2023). Green Cosmetics In Indonesia: Unraveling Attitude-Behavior Gap and Gender Moderation. Jurnal Aplikasi Manajemen, 21(4), 1134-1152. DOI: http://dx.doi.org/10.21776/ub.jam.2023.021.04.20.
Azizah, S. N., & Erawati, D. (2023). Perilaku Konsumsi Generasi Milenial Terhadap Produk Kosmetik dalam Islam (Studi Pemikiran Monzer Kahf). NUANSA: Jurnal Penelitian Ilmu Sosial dan Keagamaan Islam, 20(2), 129-142. DOI: https://doi.org/10.19105/nuansa.v20i2.8473.
Bakti, A. M. F. (2021). Active Reception pada Pengguna Instagram dengan Admin wardahbeauty dalam Memahami Produk Wardah melalui Qaulan Balighan, 2021 (Bachelor's thesis, Fakultas Dakwah dan Ilmu Komunikasi Universitas Islam Negeri Syarif Hidayatullah Jakarta).
Corinna, A. N., & Cahyono, E. F. (2019). Pola Perilaku Konsumsi Generasi Millenial Terhadap Produk Fashion Perspektif Monzer Kahf: Studi Kasus Mahasiswi Universitas Airlangga. Jurnal Ekonomi Syariah Teori Dan Terapan, 6(2), 319-330.
Darwin, M. (1999). Maskulinitas: Posisi laki-laki dalam masyarakat patriarkis. Center for Population and Policy Studies Gadjah Mada University, 4, 1-10.
Fader, P. S., & Winer, R. S. (2012). Introduction to the special issue on the emergence and impact of user-generated content. Marketing Science, 31(3), 369-371. DOI: https://doi.org/10.1287/mksc.1120.0715.
Harahap, N. (2020). Penelitian kualitatif.
Hisan, K., & Azhar, A. A. (2020). Trend Iklan Politik Luar Ruang Dalam Ruang Media Massa. Al-Hikmah Media Dakwah, Komunikasi, Sosial Dan Kebudayaan, 11(2), 80-84. DOI: https://doi.org/10.32505/hikmah.v11i2.2543.
Husserl, E. (1970). Syllabus of a Course of Four Lectures on “Phenomenological Method and Phenomenological Philosophy”. Journal of the British Society for Phenomenology, 1(1), 18-23. DOI: https://doi.org/10.1080/00071773.1970.11006095.
Indah, I. P., Moulana, R., & Irfan, I. (2023). Segmentasi responden pengguna produk kahf berdasarkan karakternya di kalangan mahasiswa Universitas Syiah Kuala. Jurnal Ilmiah Mahasiswa Pertanian, 8(1), 248-253. DOI: https://doi.org/10.17969/jimfp.v8i1.23448.
Kotler, P. (2009). Manajemen Pemasaran (Marketing Management)(Edisi 13).
Kreicbergs, T., Ščeulovs, D., & Bernovskis, A. (2024). Brand and masculinity archetypes as an innovative research approach for analyzing consumer preferences on masculinity in advertising. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), 100184.
Lodi, H. (2020). Modesty: A Fashion paradox: Uncovering the causes, controversies and key players behind the global trend to conceal rather than reveal.
NATASYA, K. (2022). Pengaruh Brand Gender Positioning Skincare Kahft terhadap Persepsi Konsumen Pria di Pulau Jawa (Doctoral dissertation, Universitas Gadjah Mada).
Rohaeti, D., & Sudrartono, T. (2021). PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN ULANG PRODUK HAWWA SKINCARE DI KABUPATEN BANDUNG. VALUE, 2(2), 1-10. DOI: https://doi.org/10.36490/value.v2i2.190.
Saleh, Z. (2021). BAB III analisis 2. 1Lexy J. Meleong, Metodologi Penelitian Kualitatif (Bandung: PT. Remaja Rosdakarya, 2007), 1, 9–25.
Sazali, H., & Rozi, F. (2020). Belanja Online dan Jebakan Budaya Hidup Digital pada Masyarakat Milenial. JURNAL SIMBOLIKA Research and Learning in Communication Study, 6(2), 85-95. DOI: 10.31289/simbollika.v6i2.3556.
Sembiring, F. A., & Deni, I. F. (2022). Strategi Komunikasi Pemasaran Fashion Bekas/Thrift Shop Pada Pasar 18 Kota Binjai. BEST Journal (Biology Education, Sains and Technology), 5(2), 428-433. DOI: https://doi.org/10.30743/best.v5i2.6102.
Shihab, M. Q. (2019). Jawabannya Adalah Cinta. Lentera Hati Group.
Todd, K. P., Thornburgh, S., Pitter, R., Gamarel, K. E., & Peitzmeier, S. (2022). Masculine identity development and health behaviors in transmasculine individuals: A theory of gender and health. SSM-Qualitative Research in Health, 2, 100186.
Wichmann, J. R., Uppal, A., Sharma, A., & Dekimpe, M. G. (2022). A global perspective on the marketing mix across time and space. International Journal of Research in Marketing, 39(2), 502-521. DOI: https://doi.org/10.1016/j.techfore.2023.123142.
Wita, G., & Mursal, I. F. (2022). Fenomenologi dalam kajian sosial sebuah studi tentang konstruksi makna. Titian: Jurnal Ilmu Humaniora, 6(2), 325-338. DOI: https://doi.org/10.22437/titian.v6i2.21211.
Wu, C. W., Botella-Carrubi, D., & Blanco-González-Tejero, C. (2024). The empirical study of digital marketing strategy and performance in small and medium-sized enterprises (SMEs). Technological Forecasting and Social Change, 200, 123142.
Yanti, M. N., Sadat, M. A., & Sari, D. A. P. (2023). Pengaruh Brand Ambassador, Brand Image, dan Product Quality Terhadap Purchase Decision Produk Body Care di Jabodetabek. Jurnal Bisnis, Manajemen, dan Keuangan, 4(1), 98-113. DOI: https://doi.org/10.21009/jbmk.0401.08.
Zikmund, W. G. (2013). Business research methods. (No Title).