Analisis Pengaruh Komunikasi Pemasaran terhadap Kesadaran Merek Skin Care Anti-Aging Lokal: Crystallure di Kota Medan

Abstract

Problems with facial skin undergone by the Indonesian women are dull skin and the appearance of wrinkle and fine lines as the sign of growing older. They can be solved by using skin care anti-aging. One of its local brand in Indonesia is Crysta/lure, produced by PT Paragon Technology and Innovation. It is important for the company to apply traditional and digital marketing strategy simrtltaneously in order to increase the brand awareness. Marketing communication used by Crysta/lure in promoting its brand consists of social media marketing, selling promotion, exhibition, personal selling, and word-ofmouth. The research used descriptive causal and quantitative approach. There were 9 I samples, taken by using non-probability sampling or purposive sampling technique. n,e data were analyzed by using multiple linear regression analysis with SPSS version 25 software. The result of the research showed that, partially, exhibition, personal selling, and word-of-mouth had significant influence on brand awareness. Meanwhile, social media marketing and selling promotion, partially, did not have any significant influence on brand awareness. Simultaneously, social media marketing, selling promotion, exhibition, personal selling, and word-of-mouth had the influence on brand awareness.