Aurel Ramadhanty Forico, . (2026) STRATEGI KOMUNIKASI INFLUENCER DALAM UPAYA MEMPERTAHANKAN BRAND AWARENESS WARDAH. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to examine influencer communication strategies in maintaining Wardah’s brand awareness by applying the concepts of communication strategy, brand awareness, social media, and influencer marketing. The research employed a descriptive qualitative method with purposive sampling as the sampling technique. Data analysis was conducted through data reduction, data display, and conclusion drawing and verification, with source triangulation used as the data validity technique. The results indicate that Wardah’s influencer communication strategy is implemented through four main stages: influencer identification and selection, message design and content production, content publication and distribution, and strategy evaluation and optimization. In the influencer selection stage, Wardah emphasizes the alignment of influencers’ character, persona, and values with the brand identity, in accordance with influencer marketing concepts that aim to build audience credibility and trust. Message design is carried out through message control using an umbrella brief with a soft-selling, storytelling-based approach as a form of natural and persuasive communication. Content publication and distribution utilize fast-moving social media platforms such as TikTok and Instagram, along with trend-jacking strategies to enhance exposure and audience engagement. Strategy evaluation is conducted by measuring engagement, reach, and the achievement of Key Performance Indicators (KPIs) as indicators of communication effectiveness. Overall, Wardah Beauty’s influencer communication strategy is implemented systematically and adaptively to maintain brand awareness amid the dynamics of digital media and competition within the beauty industry.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411273] [Pembimbing: Witanti Prihatiningsih] [Penguji 1: Windhi Tia Saputra] [Penguji 2: Puri Bestari Mardani] |
| Uncontrolled Keywords: | Keywords: Communication Strategy, Influencer, and Brand Awareness. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HT Communities. Classes. Races |
| 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: | AUREL RAMADHANTY FORICO |
| Date Deposited: | 07 May 2026 03:55 |
| Last Modified: | 07 May 2026 03:55 |
| URI: | http://repository.upnvj.ac.id/id/eprint/50193 |
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