Training to Utilize Word of Mouth and Brand Image to Enhance Purchasing Decisions

Penulis

  • Isnaini Harahap Universitas Islam Negeri Sumatera Utara
  • Dwi Novaliani Agustin Universitas Islam Negeri Sumatera Utara
  • Fadia Maisya Chairunysa Universitas Islam Negeri Sumatera Utara

Abstrak

Beauty products play a significant role in the lives of consumers, particularly for Generation Z, and have become a primary need in Indonesia, especially among women. The rapid growth of the beauty industry in Indonesia, coupled with increasing exports in the cosmetic market, underscores its importance. Effective marketing strategies, particularly word of mouth (WOM) and brand image, are crucial in influencing consumer attitudes and purchase decisions. This community service project utilized Focus Group Discussions (FGD) and collaboration methods to evaluate Somethinc's marketing strategies. Results from the FGDs and subsequent training indicated that Somethinc had not fully implemented effective marketing strategies, leading to limited brand recognition. The project highlighted that effective marketing strategies could expand market reach, build consumer loyalty, and support sustainable growth. Maintaining a strong and consistent brand image is essential for creating long-term consumer relationships and competing effectively in the digital age. Somethinc's use of social media platforms and engaging content, alongside loyalty programs and consistent branding, proved effective in retaining customers and enhancing brand awareness. This community service underscores the importance of understanding and applying effective marketing strategies to strengthen brand image and consumer loyalty in a competitive market.

Referensi

Anam, M. S., Nadila, D. L., Anindita, T. A., & Rosia, R. (2020). Pengaruh Kualitas Produk, Harga dan Brand Image terhadap Keputusan Pembelian Produk Hand and Body Lotion Merek Citra. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 4(1), 120-136. https://doi.org/10.36778/jesya.v4i1.277

Fraya, V. (2023). 3,452, Sedangkan Nilai T. Junal Ilmiah Metadata, 5(2), 350-372.

Mathori, M., Sukmawati, D. A. R., & Marzuki, A. (2022). Pengaruh Promosi, Harga dan Kualitas Produk terhadap Keputusan Pembelian Produk Skincare Somethinc (Studi pada Konsumen di Daerah Istimewa Yogyakarta). Jurnal Riset Akuntansi Dan Bisnis Indonesia STIE Widya Wiwaha, 2(2), 579-599.

Ningsi, W. P. W., & Ekowati, S. (2021). Pengaruh Promosi Di Media Sosial Dan Word Of Mouth Terhadap Keputusan Pembelian Skincare MS GLOW. Jurnal Manajemen Modal Insani Dan Bisnis (JMMIB), 2(1), 50-57. www. jurnal.imsi.or.id

Pratamasari, V. F., & Sulaeman, E. (2022). Pengaruh brand awareness dan brand image terhadap keputusan pembelian. Forum Ekonomi, 24(2), 422-432. https://doi.org/10.30872/jfor.v24i2.10837

Prayoga, I., & Mulyandi, M. R. (2020). 60-Article Text-426-2-10-20200725. Jurnal Syntax Transformation, 1(5), 137-138.

Purwati, A., & Cahyanti, M. M. (2022). Pengaruh Brand Ambassador Dan Brand Image Terhadap Minat Beli Yang Berdampak Pada Keputusan Pembelian. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 11(1), 32-46. https://doi.org/10.46367/iqtishaduna.v11i1.526

Studies, F. (2022). JIEFeS. 3(1), 55-69.

Supriyadi, S., Wiyani, W., & Nugraha, G. I. K. (2017). Pengaruh Kualitas Produk Dan Brand Image Terhadap Keputusan Pembelian. Jurnal Bisnis Dan Manajemen, 4(1), 74-85. https://doi.org/10.26905/jbm.v4i1.1714

Tanuwijaya, J., & Mulyandi, R. (2021). Pengaruh Viral Marketing dan Turbo Marketing Terhadap Keputusan Pembelian Skincare Somethinc. Jurnal Sosial Sains, 1(5), 368-373. https://doi.org/10.36418/sosains.v1i5.81

Unduhan

Diterbitkan

2024-09-23

Terbitan

Vol 1 No 1 (2023): Taqaddum: Community Service Journal

Bagian

Articles

Lisensi

COPYRIGHT

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
LICENSE

TAQADDUM: Community Service Journal is published under the terms of the Creative Commons Attribution-ShareAlike 4.0 International License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.