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Vol. 5 No. 3 (2024) • Articles
Open Access

Peran Electronic Word of Mouth sebagai Strategi Komunikasi Pemasaran pada Produk Avoskin

Nurul Fadilah Nasution
Universitas Muhammadiyah Prof. Dr. Hamka
Hendri Prasetya
Universitas Muhammadiyah Prof. Dr. Hamka
Abdul Khohar
Universitas Muhammadiyah Prof. Dr. Hamka
Published: September 10, 2024 Pages: 2345-2355
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Abstract

Communication strategy for Avoskin products, a beauty brand based in Indonesia. The research method used is qualitative with a case study approach. Data was collected through analysis of e-WOM content on social media as well as documentation studies related to Avoskin's marketing strategy. The research results show that Avoskin has succeeded in building a reputation as a high-quality and sustainable beauty brand. By focusing on innovation, product quality and effective communication via social media, Avoskin can reach and build strong relationships with its consumers, especially women aged 18 to 34 who care about the environment and natural ingredients. Marketing strategies focusing on product quality, informative communication, and commitment to sustainability have helped Avoskin gain recognition and awards in the Indonesian beauty industry. Even though it faces the challenges of increasingly fierce competition, Avoskin has the opportunity to expand its market and increase its visibility locally and globally. Avoskin's success proves that local brands can compete and excel in the global market with dedication, innovation and commitment to quality and sustainability.

Keywords:
e-WOM Strategy Communication Social Media Marketing
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Author Biographies
Nurul Fadilah Nasution Universitas Muhammadiyah Prof. Dr. Hamka

Fakultas Ilmu Komunikasi, Universitas Muhammadiyah Prof. Dr. Hamka, Daerah Khusus Ibukota Jakarta, Indonesia

Hendri Prasetya Universitas Muhammadiyah Prof. Dr. Hamka

Fakultas Ilmu Komunikasi, Universitas Muhammadiyah Prof. Dr. Hamka, Daerah Khusus Ibukota Jakarta, Indonesia

Abdul Khohar Universitas Muhammadiyah Prof. Dr. Hamka

Fakultas Ilmu Komunikasi, Universitas Muhammadiyah Prof. Dr. Hamka, Daerah Khusus Ibukota Jakarta, Indonesia

How to Cite
Nasution, N. F., Prasetya, H., & Khohar, A. (2024). Peran Electronic Word of Mouth sebagai Strategi Komunikasi Pemasaran pada Produk Avoskin. Jurnal Indonesia : Manajemen Informatika Dan Komunikasi, 5(3), 2345-2355. https://doi.org/10.35870/jimik.v5i3.900
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