Felicia Griselda, . (2024) STRATEGI KOMUNIKASI PEMASARAN SKINCARE SKINTIFIC MELALUI PLATFORM MEDIA SOSIAL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The beauty industry has recently experienced enormous development so that in this era of globalization, company competition is getting tougher, both national companies and international companies. Like the growth of the cosmetics industry in Indonesia, it is currently growing rapidly, marked by increasingly tight competition between cosmetic companies. Skintific is a skincare brand that has many awards and achieved the highest sales when the product was first launched in Indonesia. The purpose of this research is to determine the marketing communication strategies used by Skintific in promoting its products through social media platforms. This research uses a qualitative method with a case study approach and uses the IMC concept to determine the systematic structure and guidance in planning, implementing and analyzing Skintific's marketing strategy. From the results of this research, it was found that Skintific uses the IMC concept in implementing its marketing communications. Skintific carries out marketing communications using social media marketing, advertising, personal selling, and event marketing. In its marketing strategy, Skintific focuses more on using social media platforms, especially Instagram and TikTok, by collaborating with KOLs and influencers for its marketing content. The marketing communications strategy used by Skintific on Tiktok and Instagram social media is different because Skintific's marketing focus on Tiktok social media is to increase sales, while on Instagram social media it is to increase brand awareness. The conclusion of this research is that Skintific has used various effective marketing communication strategies to increase sales and brand awareness.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010411177] [Pembimbing: Windhi Tia Saputra] [Penguji 1: Kusumajanti] [Penguji 2: Rizkiya Ayu Maulida] |
| Uncontrolled Keywords: | Marketing communication strategy, Social Media, IMC |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | FELICIA GRISELDA |
| Date Deposited: | 20 Sep 2024 01:42 |
| Last Modified: | 20 Sep 2024 01:42 |
| URI: | http://repository.upnvj.ac.id/id/eprint/33340 |
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