STRATEGI INTEGRATED MARKETING COMMUNICATION (IMC) PADA BRAND WARDAH DALAM MENINGKATKAN BRAND AWARENESS MELALUI INFLUENCER MARKETING

Abstrak

Penelitian ini membahas tentang implementasi strategi Integrated Marketing Communication (IMC) yang dilakukan oleh brand Wardah, dengan fokus utama pada penggunaan influencer marketing untuk meningkatkan brand awareness. Sebagai brand kosmetik halal asal Indonesia, Wardah menghadapi persaingan yang ketat dengan produk internasional. Melalui integrasi berbagai saluran komunikasi di IMC, strategi influencer marketing ternyata efektif menarik perhatian generasi muda. Kami menerapkan metode kualitatif, termasuk analisis konten kampanye influencer Wardah di media sosial. Hasil penelitian menunjukkan bahwa kolaborasi dengan influencer yang autentik dan sesuai dengan target audiens berhasil mendorong interaksi dan kemampuan konsumen dalam mengingat merek. Untuk hasil yang lebih optimal, sebaiknya hubungan antara influencer dan komponen pemasaran lainnya diperdalam.

This research discusses the implementation of the Integrated Marketing Communication (IMC) strategy carried out by the Wardah brand, with the main focus on the use of influencer marketing to increase brand awareness. As a halal cosmetics brand from Indonesia, Wardah faces stiff competition from international products. Through the integration of various communication channels at IMC, the influencer marketing strategy has been effective in attracting the attention of the younger generation. We applied qualitative methods, including content analysis of Wardah's influencer campaign on social media. The research results show that collaboration with influencers who are authentic and in line with the target audience is successful in encouraging interaction and consumers' ability to remember the brand. For more optimal results, it is best to deepen the relationship between influencers and other marketing components.