CONTENT MARKETING VEGAN PADA INSTAGRAM DALAM MEMBANGUN NILAI BRAND VEGAN SKINCARE (STUDI ETNOGRAFI VIRTUAL PADA AKUN INSTAGRAM @ITSMYBASE)

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.

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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.

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