Strategy Development to Improve Brand Awareness and Sales Performance

Article Sidebar

PDF
Published Aug 20, 2024
DOI https://doi.org/10.36555/almana.v8i2.2612

Main Article Content

Nabilla Putri Nofela
Institut Teknologi Bandung, Indonesia
Prawira Fajarindra Belgiawan
Institut Teknologi Bandung, Indonesia

Abstract

The rapid growth of the beauty and skincare industry in Indonesia is driven by the extensive use of digital platforms for product promotion and marketing. Noera Beauty Care, a local beauty brand, faces challenges in enhancing its brand awareness and sales performance. This study aims to analyze the influence of digital marketing, content marketing, endorsement influence, and brand engagement on brand awareness and its impact on purchase intention. A mixed-method approach was employed, combining qualitative interviews with the CEO and head of marketing and quantitative surveys of 200 active social media users. The data were analyzed using PLS-SEM. The findings indicate that digital marketing, content marketing, and endorsement influence significantly impact brand awareness, while brand engagement does not. Brand awareness positively affects purchase intention. Based on these findings, several marketing strategies are proposed, such as product innovation through collaboration with influencers, creating live shopping or virtual try-on sessions, website updates and development, evaluation, and adjustment of marketing strategies, investing in IT infrastructure, strengthening relationships with consumers through loyalty programs, and creating educational content and quizzes to increase public knowledge about the benefits of Noera products.

Article Details

Issue
Vol 8 No 2 (2024): August
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

References

Chaffey, D., & Smith, P. R. (2021). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. Routledge.

Creswell, J. W., & Creswell, J. D. (2020). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. Sage Publications.

David, F. R., & David, F. R. (2020). Strategic Management: A Competitive Advantage Approach, Concepts. Pearson.

Dess, G. G., Lumpkin, G. T., & Eisner, A. B. (2020). Strategic Management: Creating Competitive Advantages. McGraw-Hill Education.

De Vries, L., Gensler, S., & Leeflang, P. S. H. (2019). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing.

Graham, J., & Wilder, S. (2020). Social Media Influencers: The Role of Credibility in Brand Awareness. ALMANA: Jurnal Manajemen dan Bisnis,

Gürel, E., & Tat, M. (2021). SWOT Analysis: A Theoretical Review. Journal of International Social Research.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2020). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications.

Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2020). Strategic Management: Competitiveness and Globalization. Cengage Learning.

Hollebeek, L. D., & Macky, K. (2019). Digital Content Marketing’s Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing.

Jati, M. (2022). The Impact of Influencer Endorsements on Brand Credibility and Consumer Purchase Intention. ALMANA: Jurnal Manajemen dan Bisnis.

Jin, S. V., & Muqaddam, A. (2020). Product Placement 2.0: “Do Brands Need Influencers, or Do Influencers Need Brands?” Journal of Brand Management.

Katadata Insight Center. (2022, December 5). Makin Meroket Pendapatan Produk Kecantikan dan Perawatan Diri di RI Capai Rp11183 Triliun pada 2022. Databoks.

Kotler, P., & Keller, K. L. (2020). Marketing Management (16th ed.). Pearson.

Malhotra, N., Nunan, D., & Birks, D. F. (2020). Marketing Research: An Applied Approach. Pearson.

Malek Mohammadi, N., & Javadian Sabet, A. (2023). Analyzing Brand Awareness Strategies on Social Media in the Luxury Market: The Case of Italian Fashion on Instagram.

Merriam, S. B., & Tisdell, E. J. (2020). Qualitative Research: A Guide to Design and Implementation. Wiley.

Putri, N. P. (2020). The Influence of Social Media Marketing on Brand Awareness and Purchase Intention. ALMANA: Jurnal Manajemen dan Bisnis.

Rothaermel, F. T. (2021). Strategic Management. McGraw-Hill Education.

Sari, D. (2023). Brand Engagement in the Cosmetics Industry. Journal of Brand Loyalty.

Sekaran, U., & Bougie, R. (2020). Research Methods for Business: A Skill-Building Approach. Wiley.

Siregar, S. (2019). Metode Penelitian Kuantitatif. Jakarta: Kencana.

Siregar, S. (2021). Metode Penelitian Kuantitatif: Dilengkapi dengan Perbandingan Perhitungan Manual & SPSS. Prenada Media.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Tafesse, W. (2019). Examining the Effectiveness of Advertising Channels: A Hierarchical Model. Journal of Marketing Communications.

Yin, R. K. (2019). Case Study Research and Applications: Design and Methods. Sage Publications.

Voorveld, H. A. M., Van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. Journal of Advertising.