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Vol. 5 No. 3 (2024) • Articles
Open Access

Implementasi Strategi Influencer Marketing untuk Membangun Brand Awareness di Industri Skincare Pria

Muhamad Husni Adireja
Universitas Padjadjaran
Cecep Safa’atul Barkah
Universitas Padjadjaran
Nurillah Jamil Achmawati Novel
Universitas Padjadjaran
Published: September 20, 2024 Pages: 2976-2983
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Abstract

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.

Keywords:
Advertising Strategy Implementation Brand Awareness
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Author Biographies
Muhamad Husni Adireja Universitas Padjadjaran

Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Padjadjaran, Kabupaten Sumedang, Provinsi Jawa Barat, Indonesia.

Cecep Safa’atul Barkah Universitas Padjadjaran

Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Padjadjaran, Kabupaten Sumedang, Provinsi Jawa Barat, Indonesia.

Nurillah Jamil Achmawati Novel Universitas Padjadjaran

Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Padjadjaran, Kabupaten Sumedang, Provinsi Jawa Barat, Indonesia.

How to Cite
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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