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All Journal Asian Journal of Social and Humanities
Nugraha, Nisfa Fathira
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Decision Sciences, Operations Research & Management Earth & Planetary Sciences Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

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Word of Mouth Strategy on Emina Skincare Products Yuniar, Dinda Fadila; Wandira, Ayu; Nugraha, Nisfa Fathira; Erawati, Dedet
Asian Journal of Social and Humanities Vol. 3 No. 9 (2025): Asian Journal of Social and Humanities
Publisher : Pelopor Publikasi Akademika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59888/ajosh.v3i9.581

Abstract

The skincare industry is currently experiencing rapid growth, in line with increasing public awareness of the importance of skincare. Every brand implements various marketing strategies to attract consumers, one of which is the Word of Mouth (WOM) strategy. This study examines the phenomenon of the increasing number of skincare products on the market and various research results on the effectiveness of WOM in building consumer loyalty, particularly within beauty communities such as EGGA in Cirebon. Therefore, the objective of this study is to analyze the strategies implemented by Emina in its efforts to acquire, retain, and build relationships with consumers within the EGGA community. The approach used in this study is based on the theory of Integrated Marketing Communication (IMC), which emphasizes the importance of integrated marketing communication in building brand image and customer loyalty. The main indicators analyzed are the contribution of WOM in attracting new consumers (getting), maintaining their loyalty (keeping), and strengthening long-term relationships with customers (building). The research findings indicate that the strategies implemented by Emina in the EGGA Cirebon community are effective in increasing brand awareness, strengthening customer loyalty, and forming an active community of users who share positive experiences. Thus, it can be concluded that WOM is an effective marketing strategy for expanding market reach and increasing consumer engagement in the increasingly competitive skincare industry.
Word of Mouth Strategy on Emina Skincare Products Yuniar, Dinda Fadila; Wandira, Ayu; Nugraha, Nisfa Fathira; Erawati, Dedet
Asian Journal of Social and Humanities Vol. 3 No. 9 (2025): Asian Journal of Social and Humanities
Publisher : Pelopor Publikasi Akademika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59888/ajosh.v3i9.581

Abstract

The skincare industry is currently experiencing rapid growth, in line with increasing public awareness of the importance of skincare. Every brand implements various marketing strategies to attract consumers, one of which is the Word of Mouth (WOM) strategy. This study examines the phenomenon of the increasing number of skincare products on the market and various research results on the effectiveness of WOM in building consumer loyalty, particularly within beauty communities such as EGGA in Cirebon. Therefore, the objective of this study is to analyze the strategies implemented by Emina in its efforts to acquire, retain, and build relationships with consumers within the EGGA community. The approach used in this study is based on the theory of Integrated Marketing Communication (IMC), which emphasizes the importance of integrated marketing communication in building brand image and customer loyalty. The main indicators analyzed are the contribution of WOM in attracting new consumers (getting), maintaining their loyalty (keeping), and strengthening long-term relationships with customers (building). The research findings indicate that the strategies implemented by Emina in the EGGA Cirebon community are effective in increasing brand awareness, strengthening customer loyalty, and forming an active community of users who share positive experiences. Thus, it can be concluded that WOM is an effective marketing strategy for expanding market reach and increasing consumer engagement in the increasingly competitive skincare industry.
Co-Authors Ayu Wandira Dedet Erawati Yuniar, Dinda Fadila