Public Relations Strategy For Promoting The Wardah Brand (Case Study Of Irian Supermarket Medan Tembung)
Abstract
The purpose of this study is to examine the Public relations (PR) approach that the Wardah brand used to advertise its goods at the Irian Supermarket in Medan Tembung. The research methodology used was qualitative and descriptive in nature. Observation, interviews, documentation, and literature reviews from pertinent books and journals are some of the techniques used to gather data. The research results answered that Wardah's Brand Image Public Relations Strategy in promotion at Irian Supermarket Medan Tembung uses a Public Relations strategy, namely, 1) Strategy of Publicity, 2) Strategy of Persuasion, and 3) Strategy of Image. According to research, Wardah sends press releases emphasizing the benefits of its products in order to guarantee favorable publicity by using its strong ties with the local media. Furthermore, the company actively sponsors neighborhood events and activities inside the store, organizing unique discounts and events to draw in customers. Working together with prominent locals and influencers, participating in community events, and attending social gatherings all help to improve links with customers. Along with implementing a digital PR strategy, Wardah increased its online visibility through blogs, websites, and social media platforms while continuing to engage in active customer service. Wardah extensively advertises its items at Irian Supermarket Medan Tembung, building a positive Brand image and raising consumer awareness. The company focuses on in-supermarket product demonstrations, eye-catching layouts, and innovative web advertising.
References
Andata, C. P., & Putri, S. A. (2022). Pengaruh Media Sosial Dalam Meningkatkan Brand Awareness “ Somethinc ” Pada Pengguna Instagram. Jurnal KOMUNIKASI, 13(30), 85–92.
Angrainingsih, A. P., & Hamidah, L. (2018). TINDAKAN KOMUNIKATIF KONSUMEN PRODUK WARDAH DI SURABAYA. Jurnal Ilmu Komunikasi, 8(1), 35–48.
Ayu, C. C. (2017). Strategi Komunikasi Brand Wardah Kosmetik Dalam Memasarkan Produk Kosmetik Halal. In Fakultas Ilmu Dakwah dan Komunikasi. Universitas Islam Negeri Syarif Hidayatullah Jakarta.
Basit, A., & Rahmawati, T. H. (2018). Cyber Public relations (E-PR) dalam Brand Image Wardah Kosmetik dengan Pedekatan Mixed Method. Nyimak (Journal of Communication), 1(2), 197–208. https://doi.org/10.31000/nyimak.v1i2.483
Dwi Pratiwi, A. S., & Suherman, M. (2023). Marketing Public relations dalam Membangun Brand Awareness. Bandung Conference Series: Public relations, 3(1), 50–55. https://doi.org/10.29313/bcspr.v3i1.5517
Dwiprakasa, M. O. (2022). STRATEGI MARKETING PUBLIC RELATIONS ( PEMASARAN HUBUNGAN MASYARAKAT ) DALAM MENINGKATKAN BRAND AWARENESS ( KESADARAN MEREK ) PADA PROVIDER BY . U. Universitas Sriwijaya.
Fidyah, N. (2017). Efektifitas Iklan Produk Kosmetik Wardah Melalui Media Sosial Instagram. Universitas Pembangunan Nasional Veteran Yogyakarta.
Husna, F. A., Widagdo, M. B., & Ulfa, N. S. (2023). Pengaruh Terpaan Promosi Penjualan dan Daya Tarik Brand Ambasador Terhadap Minat Beli Produk Kosmetik Wardah. Universittas Diponogoro, 1–13.
Lestari, H., & Nurhajati, L. (2019). Strategi Public Relation Untuk Menciptakan Minat Pengunjung ke Galeri Indonesia Kaya. Jurnal Lontar, 7(1), 9–15.
Lestari, W., & Farid. (2023). Analisis Komunikasi Pemasaran Beauty Advisor Wardah Kosmetik dengan Model Attention , Interest , Search , Action , Share. Kiwari, 2(2), 310–316.
Malina, H. (2015). Pengaruh Advertising Terhadap Keputusan Pembelian Produk Kosmetik Wardah Dengan Selebritis Endorser Sebagai Variabel Moderasi. Jurnal Ekonomi Dan Kewirausahaan, 15(2), 196–202.
Marbun, A. L. (2021). Strategi Public Relation Wardah Dalam Membangun Citra Halal Kosmetik Wardah. Journal Komunikasi Bisnis, 6(1), 82–90. http://eprints.ums.ac.id/id/eprint/90324
Prakoso, A. B., Negoro, N. ., & Persada, F. S. (2017). Analisis Strategi Pemasaran Produk Kosmetik Wardah dengan Pendekatan SWOT-AHP ( ANALYTIC HIERARCHY PROCESS ). Jurnal Sains Dan Seni ITS, 6(1), 68–72.
Safitri, R. A., & Barkah. (2019). Pengaruh content marketing , dan penggunaan kol ( key opinion leader ) tasya farasya pada produk skincare skintific terhadap minat beli melalui brand awareness di kota pontianak. Universitas Tanjung Pura Pontianak, 634–647.
Salsabila, A. L., & Rizqi, M. (2022). AWARENESS PRODUK BIBIR WARDAH COSMETICS MELALUI KONTEN INSTAGRAM REELS CAMPUS AMBASSADOR DI KALANGAN MAHASISWA Promotion Strategy in increasing Brand Awareness of Wardah Lips Cosmetic Products through Reels Campus Ambassador Instagram Content among Studen. Jurnal Penelitian Dan Pengabdian Masyarakat, 1(11), 970–982. https://doi.org/10.36418/comserva.v1i11.145
Shalsabila, R. A., & Nurrahmawati. (2022). Hubungan antara Brand Ambassador dengan Brand Identity Kosmetik Wardah. Bandung Conference Series: Public relations, 2(1), 402–409. https://doi.org/10.29313/bcspr.v2i1.1582
Wijaya, N., & Dharmayanti, D. (2014). ANALISA EFEKTIVITAS IKLAN KOSMETIK WARDAH DENGAN MENGGUNAKAN CONSUMER DECISION MODEL ( CDM ). Jurnal Manajemen Pemasaran Petra, 2(1), 1–12.
Yanti, A. V., & Wijaya, L. S. (2022). Strategi Komunikasi Public relations Dalam Membangun Brand Awareness Program Internasional. Scriptura, 12(1), 43–57. https://doi.org/10.9744/scriptura.12.1.43-57
Yudhistira, A. H. (2022). Strategi Marketing Public relations Produk Wardah Dalam Menumbuhkan Loyalitas. Universitas Prof. Dr. Moestopo.
Copyright (c) 2024 Lentera: Jurnal Ilmu Dakwah dan Komunikasi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Penulis yang menerbitkan artikel di Lentera: Jurnal Ilmu Dakwah dan Komunikasi setuju dengan ketentuan berikut:
- Penulis memiliki hak cipta artikel dan memberikan hak jurnal untuk publikasi pertama dengan karya yang secara simultan dilisensikan di bawah CC-BY-SA atau The Creative Commons Attribution – ShareAlike Licence.
- Penulis dapat membuat perjanjian kontrak tambahan yang terpisah untuk distribusi non-eksklusif versi jurnal yang diterbitkan dari karya tersebut (misalnya, mempostingnya ke repositori institusional atau menerbitkannya dalam sebuah buku), dengan pengakuan atas publikasi awalnya di jurnal ini.
- Penulis diizinkan dan didorong untuk memposting pekerjaan mereka secara online (misalnya, dalam repositori institusional atau di situs web mereka) sebelum dan selama proses pengajuan, karena dapat menyebabkan pertukaran yang produktif, serta kutipan yang lebih awal dan lebih besar dari karya yang diterbitkan (Lihat The Effect of Open Access)
Authors who publish articles in Lentera: Jurnal Ilmu Dakwah dan Komunikasi agree to the following terms:
- Authors retain copyright of the article and grant the journal right of first publication with the work simultaneously licensed under a CC-BY-SA or The Creative Commons Attribution–ShareAlike License.
- 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.
- 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).
.png)
