Menggali Maskulinitas Analisis Rekonstruksi KAHF untuk Pemasaran yang Efektif
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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.
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Author Biographies
Program Studi Ilmu Komunikasi, Ilmu Sosial, Universitas Islam Negeri Sumatera Utara, Kabupaten Deli Serdang, Provinsi Sumatera Utara, Indonesia.
Program Studi Ilmu Komunikasi, Ilmu Sosial, Universitas Islam Negeri Sumatera Utara, Kabupaten Deli Serdang, Provinsi Sumatera Utara, Indonesia.
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References
Total: 27 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).
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