Strategi Pemasaran Produk Skincare Somethinc Di Kalangan Generasi Z
DOI:
https://doi.org/10.32493/jpkpk.v7i2.29289Keywords:
Generation Z, Skincare Product, Somethinc, Marketing StrategyAbstract
Along with the development of the beauty product industry, many quality local skincare brands have emerged that are not inferior to skincare products from abroad. Many local brands have developed formulas and ingredients suitable for skin types and climatic conditions in Indonesia, so they can compete with skincare products from other countries. In fact, it is not uncommon for new beauty products to appear to immediately become popular in the community. This is inseparable from the role of the right marketing strategy. This study aims to analyze the marketing strategy for skincare products somethink among generation z. This study uses a descriptive qualitative methodology. Sources of data from this study are primary data and secondary data. Primary data is data obtained or collected directly by researchers by observing and interviewing Somethink consumers, while secondary data is obtained by searching various popular official sites on the internet as well as the results of previous scientific research. The results of the study show that Somethink uses a marketing mix consisting of four elements, namely product, price, place, and promotion, and develops the promotion strategy with the 5A customer path concept consisting of aware, appeal, ask, act, and advocate. In terms of promotion, Something has succeeded in attracting consumers' attention through creative and various promotional strategies. Somethinc collaborates with Han So Hee, NCT Dream, Lifni Sanders, Sabrina, Hello Kitty, Shinchan x Tahilalats, and Kopi Kenangan which is popular among Generation Z. Not only that, Somethinc is also loyal to its consumers by providing price discounts and bundling packages at low prices. affordable.
References
Adihandaruni, E. H., & Fauzi, R. (2022). Efektivitas Konten Instagram dalam Membangun Brand Awareness pada Somethinc. Prosiding Manajemen Komunikasi, 8(1), 5-10.
Arief, A., Subardhy, S., Samani, M., Ibrahim, M., Ispardjadi, I., Fatihudin, D., & Holisin, I. (2020). Kapita Selekta Metodologi Penelitian.
Chandra, Gregorius. (2002). Strategi dan Program Pemasaran. Yogyakarta: Penerbit Andi.
Ebert, Ronald J, dan Ricky W. Griffin. (2015). Pengantar Bisnis. Terjemahan oleh Devri Barnadi Putera. Jakarta: Erlangga.
Hintze, Stephanie (2015). Value Chain Marketing. Springer: London.
Ibrahim, A. (2020). Metodologi Penelitian Keuangan Syariah.
Irzani, N. F. A., Masruroh, A., & Roikhan, M. R. (2022). Efektivitas NCT Dream Sebagai Brand Ambassador Produk Somethinc Dalam Meningkatkan Kepercayaan Konsumen. Jurnal Ilmu Komunikasi Dan Media Sosial (JKOMDIS), 2(3), 254-259.
Kotler, P. (2004). Manajemen Pemasaran, Jilid I, Edisi Kedua belas. Jakarta: PT. Indeks.
Kotler, P., dan Keller, K.L. (2006). Marketing Management, Twelfth Ed. New Jersey: Pearson Prentice Hall, Upper Saddle River.
Kurtz. (2008). Pengantar Bisnis Kontemporer. Jakarta: Salemba Empat.
Noor, N. M., N. J. Muhamad, N. A. Sahabudin, Z. Mustafa. (2018). Development of Skin Care Routine Support System. Journal of Computational and Theoretical Nanoscience. Tersedia daring di https://www.researchgate.net/publication/327992788_Development_of_Skin_Care_Routine_Support_System. [Diakses pada 8 Maret 2023].
Priyono, M. A. H., & Purnama, H. (2019). Pengaruh Social Media Marketing Akun Instagram Ipok Aleuh Terhadap Customer Path 5A. eProceedings of Management, 6(1)
Putri, N. A., Permana, E., & Subhan, M. N. (2021). Strategi Pemasaran bisnis makanan tradisional Tiwul sebagai Destinasi wisata kuliner di Gunung Kidul Jogja. Jurnal Pemasaran Kompetitif, 4(3). https://doi.org/10.32493/jpkpk.v4i3.10102
Sadeli, A.H., Utami, H.N., dan Rahmanisa, R. (2016). Does Customer Satisfaction on Product Quality Illustrates Loyalty of Agriculture Product?. International Journal of Applied Business and Economic Research, 14(1), 223-232.
Setyorini, Tantri. (2021). 16 Tipe Kulit Menurut Ahli Dermatologi, Mana Jenis Kulit Anda?. Merdeka.com. Diakses pada 8 Maret 2023, dari https://www.merdeka.com/gaya/16-tipe-kulit-menurut-ahli-dermatologi-mana-jenis-kulit-anda.html
Sugiyono. (2020). Metode Penelitian Kualitatif. Bandung: Alfabeta
Tjiptono, Fandy. (2016). Strategi Pemasaran, Edisi ketiga. Yogyakarta: Penerbit Andi.
Zulhijahyanti, H., Safira, K. A. A., Saputri, L. L., & Permana, E. (2021). STRATEGI MEMPERTAHANKAN USAHA PEDAGANG KAKI LIMA ( PKL ) DI MASA PANDEMI COVID19. Jurnal Ilmiah Ilmu Manajemen, 8(1).
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Universitas Pamulang
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Open Access
Jurnal Pemasaran Kompetitif is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
This journal provides immediate open access to its content that making research publish in this journal freely available to the public that supports a greater exchange of knowledge.
Copyright
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. Authors or others are allowed to multiply article as long as not for commercial purposes. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
Disclaimer
No responsibility is assumed by publisher and co-publishers, nor by the editors for any injury and/or damage to persons or property as a result of any actual or alleged libelous statements, infringement of intellectual property or privacy rights, or products liability, whether resulting from negligence or otherwise, or from any use or operation of any ideas, instructions, procedures, products or methods contained in the material therein.
