STRATEGI UNINTENTIONAL COMMUNICATION CO-BRANDING PRODUK IMPLORA DAN RELAXA (Studi Pada Mahasiswi Ilmu Komunikasi Universitas Amikom Purwokerto)

Currently, the cosmetics industry is intensively providing attractive innovations for consumers, one of which is implementing the Unintentional Communication Co-Branding Strategy in building Implora and Relaxa marketing strategies by forming partnerships and cooperation for the purpose of mutually strengthening the brand and getting attention from the public. However, in practice, companies that implement the Unintentional Communication Co-Branding strategy can risk the level of trust, perception, skepticism and consumer response to the brand because it combines the two brands to produce a new brand image. The purpose of this study is to analyze more deeply the perceptions of Communication Science students of Amikom Purwokerto University, concentration of Public Relations class of 2019 and 2020 regarding the Unintentional Communication Co-Branding strategy of Implora and Relaxa products. This research uses a qualitative type of approach method with a descriptive type. The results of this study indicate that the perception of Communication Science students of Amikom Purwokerto University, concentration in Public Relations class of 2019 and 2020 on Co-Branding between Implora and Relaxa shows that the dominance that highlights Relaxa can be seen in the packaging of collaboration products between Implora and Relaxa. Co-Branding products produced by Implora and Relaxa dominate in product packaging designs only, but do not have the quality claimed by Implora and Relaxa that Matte Lip Cream products have a matte texture