Pengaruh Video Marketing Kreatif, Influencer, Dan Search Engine Optimization Produk Skincare Skintific Terhadap Brand Awareness Di Jakarta
DOI:
https://doi.org/10.33751/jmp.v14i1.8Keywords:
creative video marketing, influencer, SEO, brand awareness, SkintificAbstract
The Influence of Creative Video Marketing, Influencers, and Search Engine Optimization (SEO) of Skintific Skincare Products on Brand Awareness in Jakarta
This study analyzes the influence of creative video marketing, influencer marketing, and SEO on Skintific's brand awareness in Jakarta. The background of this research is based on studies Wyzowl (2023) showing that 91% of businesses use video as a marketing tool, with 87% of marketers reporting that video provides a positive ROI. There are also studies Muntohar (2024) indicating that collaboration with influencers who have strong social media influence helps enhance product credibility and build consumer trust. Therefore, the higher the brand optimization on search engines, the greater the chances that consumers will find and recognize the product. Brand awareness was chosen as the dependent variable because it is the main foundation in the Customer-Based Brand Equity (CBBE) pyramid, where brand awareness is the initial stage that affects the entire hierarchy of consumer decisions from recognition to loyalty. There has not been much research specifically examining the relationship between creative video marketing, influencers, and search engine optimization on brand awareness. The study used a descriptive quantitative approach, multiple linear regression in SPSS on 100 Gen Z respondents (18-27 years old) who have been active on social media and familiar with Skintific for ≥3 months. Independent variables: creative video (creativity, production, storytelling), influencers (credibility, authenticity, interaction), SEO (on-page, technical, off-page); dependent: brand awareness (search visibility, social presence). There are 4 hypotheses tested partially and simultaneously.
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