Pengaruh Influencer Marketing dan Content Marketing Terhadap Brand Awareness Produk Scarlett Whitening (Studi Pada Mahasiswa Pengguna Lotion Scarlett di Perguruan Tinggi Kota Medan)

Abstract

This study aims to determine the influence of influencer marketing and content marketing on brand awareness of Scarlett Whitening products among students of state universities in Kota Medan. The growing use of social media as a marketing platform has made digital marketing strategies—particularly through influencers and digital content—an essential component in building brand awareness among young consumers. Tasya Farasya, as a beauty influencer representing Scarlett Whitening, was selected as the focus of this research due to her significant role in shaping consumers’ perceptions and trust toward the brand. This research employed a quantitative approach with a survey method. The population consisted of students from Di Perguruan Tinggi Kota Medan who used Scarlett Whitening products, with a total sample of 100 respondents determined using a probability sampling technique with a simple random sampling approach. Data were collected using a five-point Likert scale questionnaire. The data analysis techniques included instrument validity and reliability tests, classical assumption tests, and multiple linear regression analysis using SPSS version 29. The results revealed that, partially, influencer marketing had a positive and significant effect on brand awareness, indicating that the higher the influencer’s credibility, attractiveness, and engagement, the stronger the consumer’s awareness of the Scarlett Whitening brand. Furthermore, content marketing also had a positive and significant effect on brand awareness, demonstrating that attractive, consistent, and relevant content helps consumers recognize and remember the brand more easily. Simultaneously, both variables significantly influenced brand awareness with a determination coefficient of 52.1%, while the remaining 47.9% was influenced by other factors not examined in this study. In conclusion, both influencer marketing and content marketing play an essential role in enhancing the Scarlett Whitening brand awareness among university students. Therefore, the company is encouraged to continue collaborating with credible influencers and improving the quality and consistency of digital content to strengthen and sustain consumer awareness of the brand.