Implementasi Strategi Influencer Marketing untuk Membangun Brand Awareness di Industri Skincare Pria
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Sep 20, 2024
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The purpose of this study is to look into how influencer marketing techniques affect brand awareness in the men's skincare market. The method used is a literature review that examines relevant literature from scientific journals, using keywords such as "Advertising," "Strategy Implementation," and "Brand Awareness." Data was collected through Google Scholar and analyzed using bibliographic annotation techniques. The results show that influencer marketing has great potential to enhance brand awareness and consumer purchase intention. The appropriate use of influencers can increase public trust and brand strength, while inappropriate influencer selection can have negative impacts. The study also emphasizes that effective influencer marketing strategies involve selecting influencers that match the product persona and using integrated and sustainable marketing strategies. Thus, companies in the men's skincare industry can utilize influencer marketing to achieve optimal results in building brand awareness and encouraging consumer purchasing decisions.
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Adireja, M. H., Barkah, C. S., & Novel, N. J. A. (2024). Implementasi Strategi Influencer Marketing untuk Membangun Brand Awareness di Industri Skincare Pria. Jurnal Indonesia : Manajemen Informatika Dan Komunikasi, 5(3), 2976-2983. https://doi.org/10.35870/jimik.v5i3.952
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References
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Azhari, R., & Sazali, H. (2024). Menggali Maskulinitas Analisis Rekonstruksi KAHF untuk Pemasaran yang Efektif. Jurnal Indonesia: Manajemen Informatika dan Komunikasi, 5(2), 1779-1790. DOI: https://doi.org/10.35870/jimik.v5i2.760.
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Winata, J. N., & Alvin, S. (2022). Strategi Influencer Marketing Dalam Meningkatkan Customer Engagement (Studi Kasus Instagram Bonvie. id). Jurnal Kewarganegaraan, 6(2), 4262-4272.
Wirapraja, A., Hariyanti, N. T., & Aribowo, H. (2023). Kajian Literatur Dampak dan Pengaruh Digital Influencer Marketing terhadap Perkembangan Strategi Bisnis. KONSTELASI: Konvergensi Teknologi dan Sistem Informasi, 3(1), 37-47.
Yuliana, M. E., Saputro, A., & Sutomo, E. (2023). Implementasi Peranan Advertising Untuk Meningkatkan Penjualan Pada Media Sosial Tiktok. Jurnal Ekonomi Manajemen dan Bisnis (JEMB), 2(2), 412-421. DOI: https://doi.org/10.47233/jemb.v2i2.1374.
Ayuningrum, C., & Wajdi, M. F. (2022). Pengaruh Social Media Marketing, Influencer, dan Word of Mouth Terhadap Brand Awareness Produk Scarlett Whitening (Doctoral dissertation, Universitas Muhammadiyah Surakarta).
Azhari, R., & Sazali, H. (2024). Menggali Maskulinitas Analisis Rekonstruksi KAHF untuk Pemasaran yang Efektif. Jurnal Indonesia: Manajemen Informatika dan Komunikasi, 5(2), 1779-1790. DOI: https://doi.org/10.35870/jimik.v5i2.760.
Gunawan, A. A. P. D., Novel, N. J. A., & Budiyanti, S. A. (2023). Strategi Influencer Marketing Pada Rahsa Nusantara Dalam Meningkatkan Brand Awareness. Jurnal Lentera Bisnis, 12(3), 725.
Hanindharputri, M. A., & Putra, I. K. A. M. (2019, September). Peran Influencer dalam Strategi Meningkatkan Promosi dari Suatu Brand. In Sandyakala: Prosiding Seminar Nasional Seni, Kriya, dan Desain (Vol. 1, pp. 335-343).
Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh influencer marketing sebagai strategi pemasaran digital era moderen (Sebuah studi literatur). Eksekutif, 15(1), 133-146.
Herman, H., Maszudi, E., Hamid, R. S., Dewintari, P., & Aulia, A. (2023). Peran Influencer Marketing Online Customer Review dan Content Marketing dalam Keputusan Pembelian Pada Sosial Instagram. Jesya (Jurnal Ekonomi dan Ekonomi Syariah), 6(2), 1348-1358. DOI: 10.36778/jesya.v6i2.1059.
NATASYA, K. (2022). Pengaruh Brand Gender Positioning Skincare Kahft terhadap Persepsi Konsumen Pria di Pulau Jawa (Doctoral dissertation, Universitas Gadjah Mada).
Oetomo, H. R. (2023). Indonesia Memiliki Potensi Industri Kosmetik Dan Kesehatan Yang Besar.
Prasetya, A. Y., Astono, A. D., & Ristianawati, Y. (2021). Analisa Strategi Pengaruh Influencer Marketing Di Social Media, Online Advertising Dan Content Marketing Terhadap Keputusan Pembelian. Jurnal Ilmu Manajemen Dan Akuntansi Terapan (JIMAT), 12(2), 138-151.
Renchen, K. D. (2020). Influencer impact on brand awareness: A mixed method survey in the German fashion segment. European Journal of Business Science and Technology.
Roisah, R., Khusnaini, K., & Maulyan, F. F. (2024). PENGARUH DIRECT MARKETING DAN INFLUENCER MARKETING TERHADAP MINAT BELI PADA LIVE STREAMING TIKTOK. Jurnal Sains Manajemen, 6(1), 11-23. DOI: https://doi.org/10.51977/jsm.v6i1.1404.
Srisadono, W., Miranda, A., & Lubis, A. Y. (2022). Representasi Maskulinitas Pada Iklan Skincare The Saem Urban Eco Harakeke Cream Versi Seventeen Di Youtube. Hybrid Advertising Journal: Publication for Advertising Studies, 1(1), 41-56.
Sumanti, D. G., Kindangen, P., & Tumewu, F. J. (2024). The Impact of Influencer Marketing on Brand Image, Brand Awareness, and Brand Trust toward Purchase Decisions for Skincare Products. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 12(01), 83-98. DOI: https://doi.org/10.35794/emba.v12i01.53727.
Utari, M. D. N., & Hikmah, A. I. S. (2024). Representasi Maskulinitas Pria dalam Iklan Kahf Edisi Life is a Journey# JalanYangKupilih (Analisis Semiotika Roland Barthes). Jurnal Lensa Mutiara Komunikasi, 8(1), 112-124. DOI: https://doi.org/10.51544/jlmk.v8i1.4980.
Winata, J. N., & Alvin, S. (2022). Strategi Influencer Marketing Dalam Meningkatkan Customer Engagement (Studi Kasus Instagram Bonvie. id). Jurnal Kewarganegaraan, 6(2), 4262-4272.
Wirapraja, A., Hariyanti, N. T., & Aribowo, H. (2023). Kajian Literatur Dampak dan Pengaruh Digital Influencer Marketing terhadap Perkembangan Strategi Bisnis. KONSTELASI: Konvergensi Teknologi dan Sistem Informasi, 3(1), 37-47.
Yuliana, M. E., Saputro, A., & Sutomo, E. (2023). Implementasi Peranan Advertising Untuk Meningkatkan Penjualan Pada Media Sosial Tiktok. Jurnal Ekonomi Manajemen dan Bisnis (JEMB), 2(2), 412-421. DOI: https://doi.org/10.47233/jemb.v2i2.1374.