Revitalisasi Pemasaran Wardah Hydra Rose Dewy Aqua Day Gel Melalui Metode Design Thinking

Jannah, Hannifah Miftakhul (2022) Revitalisasi Pemasaran Wardah Hydra Rose Dewy Aqua Day Gel Melalui Metode Design Thinking. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Revitalisasi pemasaran adalah perancangan kembali proses pemasaran yang bertujuan untuk memperbaiki pemasaran dari suatu produk atau jasa. PT Paragon Technology and Innovation merupakan salah satu perusahaan nasional yang bergerak di bidang manufaktur khususnya kosmetik yang telah menciptakan beberapa brand unggulan seperti Wardah, Makeover, Emina, Kahf, dan Putri. Salah satu produk inovasi dari Paragon adalah Wardah Hydra Rose Dewy Aqua Day Gel. Pada penelitian ini dilakukan perancangan kembali proses pemasaran dari produk Wardah Hydra Rose Dewy Aqua Day Gel melalui metode design thinking. Objek pada penelitian ini yaitu skin care jenis pelembab salah satu produk dari rangkaian Wardah Hydra Rose Series yaitu Hydra Rose Dewy Aqua Day Gel. Subjek dari penelitian ini yaitu pengguna dari pelembab Wardah Hydra Rose Dewy Aqua Day Gel, Somethinc Ceramic Skin Saviour, dan Dear Me Beauty Skin Barrier Water Cream minimal 3 bulan pemakaian, serta seorang akademisi pemasaran yakni seorang dosen pemasaran dari Departemen Manajemen Bisnis. Desain penelitian yang digunakan yaitu kualitatif melalui pendekatan design thinking pada tahap discover dan define. Pengumpulan data dilakukan melalui in-depth interview dan penyebaran kuesioner kepada 89 responden untuk mengetahui preferensi pengguna. Data akan diolah menggunakan analisis peta empati, Persona, dan perumusan “how might we?”. Hasil penelitian menunjukkan bahwa konsumen memiliki preferensi tersendiri terkait kemasan, harga, dan komposisi yang terkandung dalam produk pelembab. Berdasarkan hasil penelitian perbaikan pemasaran yang dapat dilakuakan oleh perusahaan yaitu dengan pembuatan video iklan yang unik, mengadakan event beauty class, serta bekerja sama dengan influencers dan beauty vlogger untuk memperkenalkan produknya.
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Marketing revitalization is the redesign of the marketing process that aims to improve the marketing of a product or service. PT Paragon Technology and Innovation is one of the national companies engaged in manufacturing, especially cosmetics, which has created several superior brands such as Wardah, Makeover, Emina, Kahf, and Putri. One of the innovative products from Paragon is Wardah Hydra Rose Dewy Aqua Day Gel. In this study, a redesign of the marketing process of the Wardah Hydra Rose Dewy Aqua Day Gel product was carried out through the design thinking method. The object of this research is skincare, a type of moisturizer, one of the products from the Wardah Hydra Rose Series, namely Hydra Rose Dewy Aqua Day Gel. The subjects of this study were users of Wardah Hydra Rose Dewy Aqua Day Gel moisturizer, Somethinc Ceramic Skin Saviour, and Dear Me Beauty Skin Barrier Water Cream for at least 3 months of use, as well as a marketing academic, namely a marketing lecturer from the Department of Business Management. This research used a qualitative through a design thinking approach at the discover and define stages. Data was collected through in-depth interviews and distributed questionnaires to 89 respondents to determine user preferences. The data will be processed using empathy map analysis, Persona, and the formulation of "how might we?". The results show that consumers have their preferences regarding packaging, price, and composition contained in moisturizing products. Based on the results of research on marketing improvements that the company can do, namely by making unique video advertisements, holding beauty cl

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Customer Needs, Customer Preference, Design Thinking, Pelembab, Revitalisasi Pemasara, Customer Preference, Design Thinking, Moisturizer, Marketing Revitalization
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Mr. Marsudiyana -
Date Deposited:	21 Oct 2025 02:00
Last Modified:	21 Oct 2025 02:00
URI:	http://repository.its.ac.id/id/eprint/128590

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