Pengaruh Influencer Terhadap Brand Awareness dari Produk Skincare
DOI:
https://doi.org/10.30737/jimek.v6i02.4768Keywords:
influencer, brand awareness, skincare products.Abstract
This journal discusses the development of the cosmetic world which is now starting to use various ways to carry out promotions, one of which is by using the help of influencers. With the help of influencers, it is hoped that brand awareness will be created among consumers. This research examines whether influencers can increase brand awareness for consumers.This study uses the literature review method which contains previous research that has conducted empirical and literature tests on the relationship of influencers to company brand awareness.The results of the literature review state that influencers can increase brand awareness of a product if it is accompanied by the experience and original character of the influencer. In addition, the level of entertainment in influencer content has no significant effect on building brand awareness. Based on previous research, it can be concluded that influencers are able to build brand awareness from consumers of cosmetic brands.
References
Achmad, R. R. (2021). Pengaruh Influencer Marketing terhadap Brand Awareness Sepatu Compass. Universitas Pembangunan Nasional Veteran Jawa Timur.
Ayuningrum, C. (2022). Pengaruh Social Media Marketing, Influencer, dan Word of Mouth terhadap Brand Awareness Produk Scarlett Whitening (Vol. 1). https://eprints.ums.ac.id/102365/1/NASPUBKU .pdf
Bruns, I. (2018). “Perceived Authenticity” and “Trust” in Social Media driven Influencer Marketing and their influence on intentions-to-buy of 18-24-year-olds in Ireland. Dublin Business School.
Lengkawati, A. S., & Saputra, T. Q. (2021). Pengaruh Influencer Marketing Terhadap Keputusan Pembelian (Studi Pada Elzatta Hijab Garut). Prismakom, 18(1), 33–38.
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Luck, E., Baker, N., Sassenberg, A.-M., Chitty, B., Shimp, T. A., & Andrews, J. C. (2020). Integrated marketing communications (J. Wicks (ed.); 6E ed.). Cengage Learning Australia.
Paramitha, M. P., & Prabandari, S. P. (2022). Terhadap Purchase Decision MS Glow di Indonesia. Jurnal Ilmiah Mahasiswa FEB Universitas Brawijaya, 10(1), 1–18.
Pratiwi, Z. D. (2022). Pengaruh Influencer Marketing Terhadap Brand Equity dan Keputusan pembelian Konsumen Generasi Z pada Mahasiswa IAIN Ponorogo. Institut Agama Islam Negeri Ponorogo.
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, 6(2), 138–153. https://doi.org/10.11118/EJOBSAT.2020.009
Rosyadi, M. Z. (2018). Pengaruh Influencer Marketing Sebagai Strategi pemasaran Digital Era Moderen (Sebuah Studi Literatur). Jurnal Manajemen Dan Inovasi, 1(2), 1–23. https://jurnalfebi.uinsby.ac.id/index.php/MANOVA/article/view/350/257
Sagita, R. V. (2022). Pengaruh Influencer Marketing dan Word of Mouth Terhadap Keputusan Pembelian Produk MS Glow pada Mahasiswa di Kota Batam. Universitas Putera Batam.
Sari, E. W. (2021). Pengaruh Influencer Marketing Terhadap Keputusan Pembelian Konsumen pada Online Shop Delonix Stuff di Bandung. Universitas Pasundan, Bandung.
Sugiharto, S. A., & Ramadhana, M. R. (2018). Pengaruh Kredibilitas Influencer Terhadap Sikap Pada Merek. Jurnal Ilmu Politik Dan Komunikasi, 8(2), 1–9. https://doi.org/10.34010/jipsi.v8i2.1333
Uyuun, S. N., & Dwijayanti, R. (2022). 390-Article Text-1289-1-10-20220614. Jurnal Ekonomi, Manajemen Pariwisata Dan Perhotelan, 1(2), 164–174.
Winadi, J. S. (2017). Hubungan Word of Mouth dengan Brand Awareness Teh Kotak. Jurnal E-Komunikasi, 5(1), 1–12.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Nicholas Anthony, Ignatius Wisnu Prabaseno, Catharina Aprilia Hellyani
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Jimek : Jurnal Ilmiah mahsiswa Ekonomi is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
