Training to Utilize Word of Mouth and Brand Image to Enhance Purchasing Decisions
Abstract
Beauty products play a significant role in the lives of consumers, particularly for Generation Z, and have become a primary need in Indonesia, especially among women. The rapid growth of the beauty industry in Indonesia, coupled with increasing exports in the cosmetic market, underscores its importance. Effective marketing strategies, particularly word of mouth (WOM) and brand image, are crucial in influencing consumer attitudes and purchase decisions. This community service project utilized Focus Group Discussions (FGD) and collaboration methods to evaluate Somethinc’s marketing strategies. Results from the FGDs and subsequent training indicated that Somethinc had not fully implemented effective marketing strategies, leading to limited brand recognition. The project highlighted that effective marketing strategies could expand market reach, build consumer loyalty, and support sustainable growth. Maintaining a strong and consistent brand image is essential for creating long-term consumer relationships and competing effectively in the digital age. Somethinc’s use of social media platforms and engaging content, alongside loyalty programs and consistent branding, proved effective in retaining customers and enhancing brand awareness. This community service underscores the importance of understanding and applying effective marketing strategies to strengthen brand image and consumer loyalty in a competitive market.
Full Text:
Taqaddum23-4References
Anam, M. S., Nadila, D. L., Anindita, T. A., & Rosia, R. (2020). Pengaruh Kualitas Produk, Harga dan Brand Image terhadap Keputusan Pembelian Produk Hand and Body Lotion Merek Citra. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 4(1), 120–136. https://doi.org/10.36778/jesya.v4i1.277
Fraya, V. (2023). 3,452, Sedangkan Nilai T. Junal Ilmiah Metadata, 5(2), 350–372.
Mathori, M., Sukmawati, D. A. R., & Marzuki, A. (2022). Pengaruh Promosi, Harga dan Kualitas Produk terhadap Keputusan Pembelian Produk Skincare Somethinc (Studi pada Konsumen di Daerah Istimewa Yogyakarta). Jurnal Riset Akuntansi Dan Bisnis Indonesia STIE Widya Wiwaha, 2(2), 579–599.
Ningsi, W. P. W., & Ekowati, S. (2021). Pengaruh Promosi Di Media Sosial Dan Word Of Mouth Terhadap Keputusan Pembelian Skincare MS GLOW. Jurnal Manajemen Modal Insani Dan Bisnis (JMMIB), 2(1), 50–57. www. jurnal.imsi.or.id
Pratamasari, V. F., & Sulaeman, E. (2022). Pengaruh brand awareness dan brand image terhadap keputusan pembelian. Forum Ekonomi, 24(2), 422–432. https://doi.org/10.30872/jfor.v24i2.10837
Prayoga, I., & Mulyandi, M. R. (2020). 60-Article Text-426-2-10-20200725. Jurnal Syntax Transformation, 1(5), 137–138.
Purwati, A., & Cahyanti, M. M. (2022). Pengaruh Brand Ambassador Dan Brand Image Terhadap Minat Beli Yang Berdampak Pada Keputusan Pembelian. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 11(1), 32–46. https://doi.org/10.46367/iqtishaduna.v11i1.526
Studies, F. (2022). JIEFeS. 3(1), 55–69.
Supriyadi, S., Wiyani, W., & Nugraha, G. I. K. (2017). Pengaruh Kualitas Produk Dan Brand Image Terhadap Keputusan Pembelian. Jurnal Bisnis Dan Manajemen, 4(1), 74–85. https://doi.org/10.26905/jbm.v4i1.1714
Tanuwijaya, J., & Mulyandi, R. (2021). Pengaruh Viral Marketing dan Turbo Marketing Terhadap Keputusan Pembelian Skincare Somethinc. Jurnal Sosial Sains, 1(5), 368–373. https://doi.org/10.36418/sosains.v1i5.81
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Isnaini Harahap, Dwi Novaliani Agustin, Fadia Maisya Chairunysa
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.