eprintid: 73536
rev_number: 10
eprint_status: archive
userid: 12460
dir: disk0/00/07/35/36
datestamp: 2025-10-07 03:32:37
lastmod: 2025-10-07 03:32:37
status_changed: 2025-10-07 03:32:37
type: thesis
metadata_visibility: show
contact_email: muh.khabib@uin-suka.ac.id
creators_name: Fairuz Nafis Putranto, NIM.: 21107030112
title: CONTENT MARKETING VEGAN PADA INSTAGRAM DALAM MEMBANGUN NILAI BRAND VEGAN SKINCARE (STUDI ETNOGRAFI VIRTUAL PADA AKUN INSTAGRAM @ITSMYBASE)
ispublished: pub
subjects: 302.23
divisions: jur_ikom
full_text_status: restricted
keywords: Content Marketing, Brand Value, Vegan Skincare, Instagram,
Sustainable Beauty
note: Achmad Zuhri, M.I.Kom
abstract: The fast beauty phenomenon has triggered various environmental issues, thus
increasing awareness of the importance of implementing sustainable beauty. One
form of implementation is the use of vegan-based skincare products. BASE, as a
vegan skincare brand, adopts the principle of sustainability in its products and
production processes, and integrates these values into its communication strategy,
particularly through content marketing on Instagram. This study aims to analyze
the implementation of content marketing used by BASE in building the brand value
of vegan skincare through the Instagram account @itsmybase. Based on six content
marketing indicators from Milhinhos and four brand value indicators from
Almquist. This study uses a qualitative approach with a virtual ethnography
method. Data collection was carried out through documentation and virtual
observation, while data analysis was carried out using cyber media analysis. The
results show that @itsmybase presents content with clean and aesthetic visuals,
scientific information, as well as storytelling and educational narratives that
emphasize the vegan lifestyle and sustainable beauty. BASE is considered to utilize
content marketing in building brand value that offers functional benefits, emotional
benefits, life-changing values, and social impact.
date: 2025-08-29
date_type: published
pages: 216
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS ILMU SOSIAL DAN HUMANIORA
thesis_type: skripsi
thesis_name: other
citation:   Fairuz Nafis Putranto, NIM.: 21107030112  (2025) CONTENT MARKETING VEGAN PADA INSTAGRAM DALAM MEMBANGUN NILAI BRAND VEGAN SKINCARE (STUDI ETNOGRAFI VIRTUAL PADA AKUN INSTAGRAM @ITSMYBASE).  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/73536/1/21107030112_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/73536/2/21107030112_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf