Analysis of Marketing Communication

Oct 13, 2025 by magicalceylontours.com 79 views

Introduction

In today's fast-paced world, maintaining a youthful and radiant appearance is a top priority for many individuals, particularly women. The Indonesian market is no exception, with a growing demand for anti-aging skin care products. Crystallure, a local brand produced by PT Paragon Technology and Innovation, is one of the prominent players in the Skincare Indonesia Market. To stay ahead of the competition, it is crucial for Crystallure to implement an effective marketing strategy that resonates with its target audience. This study aims to analyze the effect of marketing communication on brand awareness of Crystallure in Medan City.

Background of the Study

The Indonesian market is characterized by a growing middle class with increasing disposable income, leading to a surge in demand for premium and high-quality products, including anti-aging skin care products. Crystallure, as a local brand, faces intense competition from international brands and other local players. To differentiate itself and increase brand awareness, Crystallure employs various marketing communication strategies, including social media marketing, sales promotions, exhibitions, personal sales, and word-of-mouth marketing.

Methodology

This study employed a descriptive and quantitative approach to analyze the effect of marketing communication on brand awareness of Crystallure. A non-probability or purposive sampling technique was used to select 91 respondents who were users of Crystallure products. The data collected was then analyzed using multiple linear regression analysis through SPSS version 25 software.

Results

The results of the study showed that partially, the exhibition method, personal sales, and word-of-mouth marketing had a significant influence on the awareness of the Crystallure brand. However, social media marketing and partial sales promotion did not show a significant effect. When viewed as a whole, all elements of marketing communication, namely social media marketing, sales promotion, exhibitions, personal sales, and word-of-mouth, contributed to increasing the awareness of the Crystallure brand.

Analysis of Marketing Communication

Social Media Marketing

Although social media marketing is a widely used strategy by skincare brands, the results showed that its influence on the awareness of the Crystallure brand was still less significant. This can be attributed to variations in content that do not align with the preferences of the target market or lack of good interactions with consumers.

Sales Promotion

Although sales promotion is often considered an effective method in attracting customer attention, the results showed that it did not have a partial significant effect. This indicates the need for evaluating promotional strategies to increase their impact and attractiveness to consumers.

Personal Exhibitions and Sales

The proven effective method in this study highlights the importance of direct interaction between sellers and consumers. Exhibitions allow consumers to try products directly, while personal sales provide an opportunity to provide in-depth explanations of the benefits of the product.

Word-of-Mouth Marketing

Success in building a satisfied customer network can contribute to the overall increase in brand awareness.

Conclusion

Through the analysis conducted, it appears that the right marketing communication strategy can affect the awareness of the Crystallure brand in Medan City. Although some methods do not show an individual significant effect, the combination of all elements of marketing communication serves to build brand image and awareness among consumers. Therefore, it is essential for Crystallure to continue evaluating and adapting its communication strategies to be more effective in achieving market targets and increasing brand awareness in this changing era.

Recommendations

Based on the findings of this study, the following recommendations are made:

Improve Social Media Content: Crystallure should focus on creating high-quality content that aligns with the preferences of its target market.
Evaluate Sales Promotion Strategies: Crystallure should evaluate its sales promotion strategies to increase their impact and attractiveness to consumers.
Enhance Personal Sales and Exhibitions: Crystallure should focus on providing direct interaction between sellers and consumers through exhibitions and personal sales.
Build a Satisfied Customer Network: Crystallure should focus on building a satisfied customer network to contribute to the overall increase in brand awareness.

By implementing these recommendations, Crystallure can increase its brand awareness and stay ahead of the competition in the Skincare Indonesia Market.

Limitations of the Study

This study has several limitations that should be acknowledged:

Sample Size: The sample size of 91 respondents may not be representative of the entire target market.
Data Collection Method: The data was collected through a self-administered questionnaire, which may be subject to biases.
Time Frame: The study was conducted over a limited time frame, which may not capture the long-term effects of marketing communication on brand awareness.

Future Research Directions

Future research should focus on:

Longitudinal Study: Conducting a longitudinal study to capture the long-term effects of marketing communication on brand awareness.
Large-Scale Study: Conducting a large-scale study to increase the sample size and representativeness of the target market.
Mixed-Methods Approach: Using a mixed-methods approach to collect data through both quantitative and qualitative methods.

By addressing these limitations and future research directions, this study can contribute to a better understanding of the effect of marketing communication on brand awareness and provide valuable insights for Crystallure and other skincare brands in the Indonesian market.

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the effect of marketing communication on brand awareness of Crystallure, a local anti-aging skin care brand in Medan City.

Q: What are the marketing communication strategies employed by Crystallure?

A: Crystallure employs various marketing communication strategies, including social media marketing, sales promotions, exhibitions, personal sales, and word-of-mouth marketing.

Q: What are the results of the study?

A: The results of the study show that partially, the exhibition method, personal sales, and word-of-mouth marketing had a significant influence on the awareness of the Crystallure brand. However, social media marketing and partial sales promotion did not show a significant effect.

Q: What are the implications of the study?

A: The study implies that the right marketing communication strategy can affect the awareness of the Crystallure brand in Medan City. Although some methods do not show an individual significant effect, the combination of all elements of marketing communication serves to build brand image and awareness among consumers.

Q: What are the recommendations of the study?

A: The study recommends that Crystallure should:

Improve Social Media Content: Focus on creating high-quality content that aligns with the preferences of its target market.
Evaluate Sales Promotion Strategies: Evaluate its sales promotion strategies to increase their impact and attractiveness to consumers.
Enhance Personal Sales and Exhibitions: Focus on providing direct interaction between sellers and consumers through exhibitions and personal sales.
Build a Satisfied Customer Network: Focus on building a satisfied customer network to contribute to the overall increase in brand awareness.

Q: What are the limitations of the study?

A: The study has several limitations, including:

Sample Size: The sample size of 91 respondents may not be representative of the entire target market.
Data Collection Method: The data was collected through a self-administered questionnaire, which may be subject to biases.
Time Frame: The study was conducted over a limited time frame, which may not capture the long-term effects of marketing communication on brand awareness.

Q: What are the future research directions?

A: Future research should focus on:

Longitudinal Study: Conducting a longitudinal study to capture the long-term effects of marketing communication on brand awareness.
Large-Scale Study: Conducting a large-scale study to increase the sample size and representativeness of the target market.
Mixed-Methods Approach: Using a mixed-methods approach to collect data through both quantitative and qualitative methods.

Q: What are the implications for Crystallure and other skincare brands in the Indonesian market?

A: The study provides valuable insights for Crystallure and other skincare brands in the Indonesian market, highlighting the importance of effective marketing communication strategies in building brand awareness and increasing market share.

Q: What are the implications for marketing practitioners and researchers?

A: The study provides insights for marketing practitioners and researchers on the importance of understanding the effect of marketing communication on brand awareness and the need for effective marketing strategies in the skincare industry.

Q: What are the implications for the Indonesian market?

A: The study provides insights for the Indonesian market, highlighting the growing demand for premium and high-quality products, including anti-aging skin care products, and the need for effective marketing strategies to meet this demand.