Peran Aspek-Aspek Content Marketing Terhadap Customer Engagement Pada Produk Kosmetik Halal. Studi Kasus: Wardah

Baraja, Adibah Ali (2021) Peran Aspek-Aspek Content Marketing Terhadap Customer Engagement Pada Produk Kosmetik Halal. Studi Kasus: Wardah. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri kosmetik global terus mengalami pertumbuhan. Hal ini juga terjadi di Indonesia, dimana pendapatan dari pasar kecantikan dan perawatan diri terus mengalami peningkatan. Selaras dengan hal tersebut, industri kosmetik halal juga mengalami pertumbuhan. Di Indonesia, 80% pangsa pasar kosmetik telah bersertifikasi halal. salah satu merek kosmetik halal di Indonesia adalah Wardah. Pertumbuhan industri tersebut didukung oleh perkembangan teknologi dan internet, salah satunya media sosial. Banyak perusahaan yang memanfaatkan hal ini untuk kegiatan pemasaran, tidak terkecuali Wardah. Salah satu media sosial yang banyak digunakan adalah Instagram, dimana 79% warga Indonesia merupakan pengguna Instagram. Namun, pemasaran di layanan jejaring sosial sangat bergantung pada content marketing, dimana pemilik merek dagang dapat memuat konten mereknya di saluran digital untuk membentuk makna merek yang positif dan melibatkan pelanggan. Penelitian-penelitian terdahulu telah meneliti mengenai pentingnya content marketing untuk meningkatkan customer engagement. Namun, masih jarang ditemukan penelitian yang meneliti pengaruh aspek-aspek content marketing terhadap customer engagement dengan objek pengamatan dari industri kosmetik halal di Indonesia dengan studi kasus Wardah. Sehingga, penelitian ini bertujuan untuk menganalisis peran aspek-aspek content marketing terhadap customer engagement. Penelitian ini akan dilakukan menggunakan pendekatan kuantitatif dan data akan dikumpulkan melalui unggahan Wardah di akun Instagram. Data akan dianalisis menggunakan analisis deskriptif dan hipotesis diuji menggunakan MANOVA. Pada penelitian ini terdapat 2 hipotesis yang diterima yang menyatakan bahwa unggahan yang mengandung call to win, call to act, dan pure question akan menghasilkan customer engagement yang lebih tinggi daripada unggahan yang mengandung link (H2) dan unggahan yang mengandung benefit-centric dapat menghasilkan Customer engagement yang lebih tinggi daripada unggahan yang mengandung attribute-centric (H4). Penelitian ini juga merumuskan implikasi manajerial yang dapat diterapkan oleh Wardah dalam memilih konten yang akan diunggah melalui beberapa aspek content marketing yang dapat menarik konsumen dan meningkatkan customer engagement terutama untuk merek kosmetik halal, yaitu Wardah saat memanfaatkan Instagram sebagai media berinteraksi dengan konsumen.
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The global cosmetics industry continues to experience growth. This is also
the case in Indonesia, where income from the beauty and personal care market
continues to increase. In line with this, the halal cosmetics industry is also
experiencing growth. In Indonesia, 80% of the cosmetics market share is halal
certified. one of the halal cosmetic brands in Indonesia is Wardah. Industrial growth
is supported by the development of technology and the internet, one of which is
social media. Many companies use this for marketing activities, including Wardah.
One of the most widely used social media is Instagram, where 79% of Indonesians
are Instagram users. However, marketing on social networking services relies
heavily on content marketing, where trademark owners can post their brand content
on digital channels to form positive brand meaning and engage customers. Previous
studies have examined the importance of content marketing to increase customer
engagement. However, it is still rare to find research that examines the effect of
content marketing aspects on customer engagement with the object of observation
from the halal cosmetic industry in Indonesia with the Wardah case study. Thus,
this study aims to analyze the role of content marketing aspects on customer
engagement. This research will be conducted using a quantitative approach and data
will be collected through Wardah's uploads on the Instagram account. Data will be
analyzed using descriptive analysis and hypotheses tested using MANOVA. In this
study, there are 2 accepted hypotheses which state that uploads containing a call to
win, call to act, and pure questions will result in higher customer engagement than
uploads containing a link (H2) and uploads containing benefit-centric can generate
customer engagement is higher than uploads containing attribute-centric (H4). This
study also formulates managerial implications that can be applied by Wardah in
selecting content to be uploaded through several of content marketing aspects that
can attract consumers and increase customer engagement, especially for halal
cosmetic brands, namely Wardah when using Instagram as a medium to interact
with consumers.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Industri kosmetik, Kosmetik halal, Wardah, Instagram, Content marketing, Customer engagement, MANOVA Cosmetic industry, Halal cosmetic, Wardah, Instagram, Content marketing, Customer engagement, MANOVA
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.23 Decision making. Business requirements analysis. H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Adibah Ali Baraja
Date Deposited:	02 Mar 2021 21:22
Last Modified:	02 Mar 2021 21:22
URI:	http://repository.its.ac.id/id/eprint/83194

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