Raden Ferry Riantiarno, . (2022) STRATEGI CONTENT MARKETING SKIN GAME DALAM RANGKA MEMBANGUN AWARENESS MENGENAI GENDERLESS BEAUTY DI INDONESIA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The skin and facial care industry is currently growing rapidly, but consumer demand for gender-inclusive products is also increasing. The presence of Skin Game as a brand that carries the concept of genderless in Indonesia is a solution to this. Through content marketing, Skin Game tries to provide awareness about the presence of products with a genderless concept to the wider community. This study aims to determine the content marketing strategy in order to build brand awareness regarding genderless products in Indonesia carried out by Skin Game. The approach used in this research is descriptive qualitative with data collection through interviews and documentation. The subjects of this study were the CEO and CMO of PT Derawa Usaha Adiratna, content marketing practitioners, and several followers of the Skin Game brand where the informants were selected based on purposive sampling. The results showed that the content marketing strategy designed by the Skin Game brand was passed on the basis of 8 stage. In building brand awareness, followers of the Skin Game brand are aware of the genderless concept brought by Skin Game, and the association is often mentioned in both stages of brand awareness, namely brand recognition and brand recall. Meanwhile, the success of brand awareness can also be seen through the increasing number of followers of the Skin Game brand on social media.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1810111239] [Pembimbing: Prasetyo Hadi] [Penguji 1: Diana Triwardhani] [Penguji 2: Lina Ariyani] |
| Uncontrolled Keywords: | Strategy, Content Marketing, Genderless Product |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Raden Ferry Riantiarno |
| Date Deposited: | 29 Jul 2022 09:55 |
| Last Modified: | 29 Jul 2022 09:55 |
| URI: | http://repository.upnvj.ac.id/id/eprint/19476 |
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