INFLUENCER MARKETING COMMUNICATION DALAM MENINGKATKAN BRAND AWARENESS DI THE BEE SALON AND SPA SANUR
DOI:
https://doi.org/10.53625/jirk.v5i5.11527Keywords:
Influencer Marketing Communication, Brand Awareness, Strategi KomunikasiAbstract
Studi ini meneliti peran komunikasi dalam mempromosikan bisnis kecantikan, khususnya di Salon and SPA, dengan fokus pada tantangan dalam implementasi influencer marketing communication di era digital. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi keberhasilan influencer marketing communication, menggunakan pendekatan kualitatif melalui teknik dokumentasi dan wawancara mendalam di The Bee Salon and SPA Sanur. Temuan menunjukkan bahwa komunikasi dari influencer dapat meningkatkan persepsi positif konsumen, brand awareness, dan keputusan pembelian. Faktor kunci meliputi kepercayaan yang dibangun oleh influencer, relevansi konten, dan interaksi dimedia sosial. Namun, tantangan muncul yang mengharuskan proses influencer marketing communication dilakukan secara strategis. Penelitian ini merekomendasikan perusahaan salon untuk memanfaatkan influencer marketing communication dengan evaluasi berkelanjutan terhadap kolaborasi untuk memastikan kesesuaian dengan nilai dan citra salon, serta menyarankan penelitian lebih lanjut mengenai strategi komunikasi yang mendukung influencer marketing communication.
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