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All Journal Jurnal Ranah Komunikasi (JRK)
Assa, Intan Razzaaq
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Arts Languange, Linguistic, Communication & Media Social Sciences

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THE BRANDING OF WARDAH ON E-COMMERCE SHOPEE TO ENHANCE SALES AMONG FEMALE CONSUMERS IN MEDAN Assa, Intan Razzaaq; Harahap, Nursapia
Jurnal Ranah Komunikasi Vol 9 No 1 (2025): Jurnal Ranah Komunikasi (JRK)
Publisher : Jurusan Ilmu Komunikasi Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/rk.9.1.1-12.2025

Abstract

This study examines Wardah's branding strategy on the Shopee e-commerce platform to increase sales among female consumers in Medan. Employing a qualitative case study approach, the research involved in-depth interviews, observations, and documentation with eight female participants who had previously purchased Wardah products via Shopee. This study examines use digital marketing theory and brand identity theory and visual design. The results show that Wardah implements an integrated digital branding strategy by maintaining a consistent visual identity, leveraging Shopee features such as live streaming and flash sales, and promoting its halal brand image. Key visual elements—such as the brand’s signature turquoise color, organized storefront layout, and tailored product personas—effectively shape positive consumer perceptions and influence purchasing decisions. Primary factors driving purchases include competitive pricing, attractive promotions, ease of access, and trust in halal certification. Furthermore, active engagement through chat features and customer reviews enhances consumer trust and loyalty. Overall, Wardah’s branding efforts on Shopee not only boost sales but also cultivate emotional connection and long-term consumer loyalty among women in Medan.
Co-Authors Nursapia Harahap