Analisis Brand Identity Dalam Konten Tiktok @Yslbeauty_Indonesia Periode Juli 2025-Maret 2026

Syahirah, Dwita Safitri Ishma (2026) Analisis Brand Identity Dalam Konten Tiktok @Yslbeauty_Indonesia Periode Juli 2025-Maret 2026. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.

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Abstract

The development of social media has changed the way luxury brands communicate with their consumers. TikTok, as an open, interactive platform that reaches a mass audience, presents a challenge for luxury brands to maintain an exclusive brand identity. This study aims to analyze how YSL Beauty Indonesia builds brand identity through content on the TikTok account @yslbeauty_indonesia for the period July 2025–March 2026. The study used a descriptive qualitative approach with the Klaus Krippendorff content analysis method. The analysis was conducted on 10 TikTok content pieces that were purposively selected based on their suitability with Jean-Noël Kapferer's Brand Identity Prism elements, namely physique, personality, culture, relationship, reflection, and self-image. The results show that YSL Beauty Indonesia consistently displays its identity as a high luxury brand through the use of premium visual elements, such as the dominance of black and gold, high-quality cinematography, an iconic logo, and elegant product packaging. The personality elemenon is manifested through a bold, elegant, and confident character, while the culture elemenon is displayed through the strengthening of Yves Saint Laurent's French cultural heritage and historical value. In the relationship elemenon, YSL Beauty Indonesia builds closeness with its audience through selective and sophisticated communication. The reflection and self-image elemenons demonstrate a modern, independent consumer, and make YSL products a symbol of prestige and self-expression. Research findings show that consistent application of the six elements of the Brand Identity Prism allows YSL Beauty Indonesia to maintain its luxury brand identity amidst the open and dynamic nature of TikTok. Thus, social media functions not only as a promotional tool but also as a strategic medium for consistently communicating brand identity. Keywords: Brand Identity, Brand Identity Prism, Luxury Brand, TikTok, YSL Beauty Indonesia.

Item Type:

Thesis (Undergraduate)

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