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All Journal Scriptura: Jurnal Ilmiah Komunikasi Jurnal Ekonomi Dan Bisnis
Lina Aulina
Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Padjadjaran
Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

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YOUTUBE ADVERTISEMENT SEBAGAI IMPLEMENTASI KOMUNIKASI BISNIS PADA PRODUK SKINCARE LOKAL Sabila Nurul Fauziah; Cecep Safa’atul Barkah; Lina Aulina; Iwan Sukoco
Scriptura Vol. 12 No. 2 (2022): DECEMBER 2022
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/scriptura.12.2.82-91

Abstract

Skincare is an industry that’s being warmly discussed for its development. The emergence of many local skincare brands has begun to color competition in beauty industry. In expanding market and introducing its products to potential customers, company carries out promotional activities, that’s advertising on YouTube. Purpose of this study was to find out the application of Youtube advertisements to local skincare products by reviewing the delivery of messages by MS Glow, Scarlett and Somethinc. Research method used is qualitative approach with descriptive research. In addition, content analysis was also carried out by reviewing message delivery, visuals displayed, and reactions/reviews from consumers who were carried out through Youtube Ads. Local skincare brands such as MS Glow, Scarlett, and Somethinc have their own characteristics in conveying their messages and visual concepts that are displayed through their Youtube Ads. Ms. Glow by conveying soft sell that leads to consumer feelings and visual concept of comedy, Scarlett uses soft sell and fresh and colorfull visuals, while Somethinc uses hard sell by directing the invitation to buy her product and white visuals depicting the coolness. Youtube Ads as implementation of business communication will convey all information that company wants to convey to its consumers.
Pengaruh Strategi Content Marketing Terhadap Brand Awareness di Sosial Media Tiktok @rucas.official Nadia Suhaila Febriani; Candra Nurdin Nugraha; Nikki Ariela Stefania Sutrisno; Lina Aulina
Surplus: Jurnal Ekonomi dan Bisnis Vol. 3 No. 1 (2024): Juli-Desember 2024
Publisher : Yayasan Pendidikan Tanggui Baimbaian

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71456/sur.v3i1.1093

Abstract

Penelitian ini bertujuan untuk untuk mengetahui dan menganalisis bagaimana pengaruh konten marketing terhadap brand awareness Rucas, dengan fokus pada platform TikTok. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan survei terhadap 80 responden yang mengikuti akun TikTok @rucas.official dan telah berinteraksi dengan konten pemasaran Rucas. Data dianalisis menggunakan regresi linear sederhana dan dengan bantuan perangkat lunak IBM SPSS Statistics. Hasil penelitian menunjukkan nilai t hitung lebih dari t tabel (8.428 > 1.990) dengan signifikansi sig konten marketing 0,001 < α (0,05) maka dapat disimpulkan bahwa konten marketing memiliki pengaruh positif dan signifikan terhadap brand awareness. Semakin efektif strategi konten marketing yang dilakukan, semakin tinggi pula tingkat brand awareness yang tercapai.
Co-Authors Candra Nurdin Nugraha Cecep Safa’atul Barkah Iwan Sukoco Nadia Suhaila Febriani Nikki Ariela Stefania Sutrisno Sabila Nurul Fauziah