Strategi Komunikasi Pemasaran Melalui Endorsement Influencer untuk Meningkatkan Brand Awareness S-Grow

Abstract

Successful implementation of marketing communication strategies can increase the company's brand awareness. S-Grow gained a large audience reach on social media after conducting marketing communications through influencer endorsements. Before the collaboration, the routine content uploaded by S-Grow only went 30-50 likes and 5-10 comments. The purpose of this study is to find out the marketing communication strategy through influencer endorsements to increase S-Grow's brand awareness. The post-positivistic paradigm with a qualitative approach and case study method was used in this research. Data collection was done by observation, interview, and documentation, then the data was analysed using the interactive model of Miles, Huberman, and Saldana. The results showed that influencer endorsements must match the target market profile, influencer selection based on previous performance and content relevance to the product. S-Grow also ensures the consistency of marketing communication messages delivered through clear guidelines. In Situation Analysis, S-Grow uses SWOT analysis, 5S Tools to set Objectives, Geographic, Demographic, and Psychographic segmentation become the foundation of Strategy, Tactics, and Action with PR and publicity, personal selling, and sales promotion, and all these activities are monitored, controlled, and evaluated regularly.