This mini-thesis is a result of the research on using user image in branding of Jilbab

ZOYA. The background of this research is the author’s interest in marketing’s strategy of ZOYA

on the competition with other products that use some popular celebrities as user image to deliver

the values of jilbab ZOYA through the movies and dramas on television. User image of ZOYA is

also the celebrities with beautiful self-image and having a character that are considered to be able

to bring the values of ZOYA’s brand becomes classy and have a high value.

The purpose of this research is to describe the using user image in branding of jilbab

ZOYA. The author conducts this research with qualitative method. Meanwhile, the data are

collected by literature study and field study through non-participant observation, interview, and

documentation.

Based on the result of this research, noted that ZOYA’s branding in using user image on

movie and drama is an effective strategy in shaping brand image of ZOYA. Moreover, the use of

social media such as facebook, twitter, and youtube is a good media for promoting and branding

the ZOYA’s products.

Eventually, the use of user image in branding becomes a stimulant as increase in product

demand. The society can be affected psychologically to choose the products not by the material

only, but also by the values of brand that the celebrities bring.