Kisana Glycolic Soap Product Marketing Management Strategy in Increasing Brand Awareness in the Indonesian Skincare Market.

Sutaningdyah, Prasasti (2026) Kisana Glycolic Soap Product Marketing Management Strategy in Increasing Brand Awareness in the Indonesian Skincare Market. Undergraduate thesis, Universitas Nusantara PGRI Kediri.

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Abstract

Penelitian ini dilatarbelakangi oleh pesatnya pertumbuhan industri Skincare di Indonesia sebesar 9,6% per tahun yang menuntut strategi komunikasi inovatif bagi merek lokal. Tujuan penelitian ini adalah untuk menganalisis strategi manajemen pemasaran Kisana Glycolic Soap dalam membangun Brand Awareness di tengah persaingan pasar yang kompetitif. Metode yang digunakan adalah pendekatan kualitatif dengan metode studi kasus melalui wawancara mendalam dan observasi digital. Hasil penelitian menunjukkan bahwa strategi utama Kisana berfokus pada edukasi konsumen melalui pemasaran konten informatif, konsistensi pesan di Platform Instagram dan TikTok, serta kolaborasi strategis dengan micro-influencer untuk membangun autentisitas. Implikasinya, penggunaan narasi edukatif mengenai bahan aktif terbukti efektif meningkatkan kepercayaan awal dan pengenalan merek oleh konsumen. Disarankan bagi praktisi untuk lebih mengoptimalkan interaksi dua arah di media sosial guna memperkuat loyalitas organik dan memperluas jangkauan pasar secara berkelanjutan.

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