The Effect of Influencer Marketing, Content Marketing, Social Media Marketing, and Electronic Word of Mouth on Brand Awareness of Wardah Skincare

Safira Kamilia Fathimatuzzahra; Dina Lusianti; Faridhatun Faidah

doi:10.55927/ijis.v5i6.39

Authors

Safira Kamilia Fathimatuzzahra Universitas Muria Kudus
Dina Lusianti Univeristas Muria Kudus
Faridhatun Faidah Universitas Muria Kudus

DOI:

https://doi.org/10.55927/ijis.v5i6.39

Keywords:

Influencer Marketing, Content Marketing, Social Media Marketing, Electronic Word of Mouth, Brand Awareness

Abstract

This study aims to analyze the influence of influencer marketing, content marketing, social media marketing, and electronic word of mouth on brand awareness of Wardah skincare. This study uses a quantitatives approach with a sample of 166 respondents who are Wardah skincare users in Kudus Regency, especially sun care products. The sampling technique used purposive sampling, with data obtained through distributing questionnaires to respondent and analyzed using the SPSS program version 26.The result show that influencer marketing has a positive and significant effect on brand awareness, content marketing has a positive and significant effect on brand awareness, social media marketing has a positive and significant effect on brand awareness, and electronic word of mouth has a positive and significant effect on brand awareness. Simultaneously, influencer marketing, content marketing, social media marketing, and electronic word of mouth have a positive and significant effect on brand awareness of Wardah skincare.

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