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All Journal Jurnal Manajemen Terapan dan Keuangan
Lenggihunusa, Audy Yudistira
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Humanities Social Sciences

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ANALISIS INFLUENCER MARKETING DALAM MENINGKATKAN BRAND AWARENESS GLXSSY BEAUTE Lenggihunusa, Audy Yudistira; Chan, Arianis; Hakim, Marsha Aulia
Jurnal Manajemen Terapan dan Keuangan Vol. 14 No. 2 (2025): Jurnal Manajemen Terapan dan Keuangan
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v14i2.44242

Abstract

This study aims to analyze the implementation of influencer marketing in increasing the brand awareness of Glxssy Beaute. The research employs a descriptive qualitative approach with data collection techniques including semi-structured interviews, non-participant observation, and secondary document analysis. The research informants consist of the CEO and Founder of Glxssy Beaute, a Digital Marketing Strategist from a marketing agency, two Glxssy Beaute consumers, and two prospective consumers from the target market. The findings indicate that influencer marketing implemented by Glxssy Beaute plays an important role in increasing brand awareness through various campaign stages. Glxssy Beaute optimizes storytelling in influencer marketing by giving influencers the freedom to create authentic content. Overall, the strategy implemented is quite effective; however, improvements are still needed in content quality management to enhance Glxssy Beaute's competitiveness. Keywords: Influencer Marketing, Brand Awareness, Local Beauty Industry
Co-Authors Arianis Chan Hakim, Marsha Aulia