STRATEGI KOMUNIKASI PEMASARAN DIGITAL PRODUK HALAL EMINA COSMETICS UNTUK MENINGKATKAN BRAND AWARENESS DI KOTA BANDAR LAMPUNG

Ita, Asmarani (2026) STRATEGI KOMUNIKASI PEMASARAN DIGITAL PRODUK HALAL EMINA COSMETICS UNTUK MENINGKATKAN BRAND AWARENESS DI KOTA BANDAR LAMPUNG. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Perkembangan teknologi digital telah membawa perubahan dalam strategi komunikasi pemasaran, termasuk pada industri kosmetik halal. Emina Cosmetics sebagai salah satu merek kosmetik di bawah naungan PT Paragon Technology and Innovation memanfaatkan media digital untuk menjangkau konsumen, khususnya melalui penyajian konten yang menarik, informatif, edukatif, dan sesuai dengan karakteristik target konsumennya. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran digital produk halal Emina Cosmetics dalam meningkatkan brand awareness di Kota Bandar Lampung berdasarkan model AISAS (Attention, Interest, Search, Action, Share). Penelitian ini menggunakan jenis penelitian deskriptif kualitatif dengan sifat penelitian naturalistik. Sumber data terdiri dari data primer dan data sekunder. Data primer diperoleh melalui wawancara dengan Nadia Putri selaku tim marketing Emina Cosmetics serta tiga pengguna aktif produk Emina di Kota Bandar Lampung, yaitu Aulia Rahma, Salsa Maharani, dan Dinda Aprilia. Data sekunder diperoleh dari buku, jurnal, artikel, dokumen, serta konten dan arsip media sosial Emina yang relevan dengan penelitian. Teknik pengumpulan data dilakukan melalui observasi partisipatif, wawancara mendalam, dan dokumentasi. Data yang diperoleh kemudian dianalisis menggunakan model Miles dan Huberman serta dianalisis berdasarkan tahapan AISAS. Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran digital Emina Cosmetics menerapkan seluruh tahapan model AISAS. Pada tahap Attention, Emina menarik perhatian konsumen melalui visual branding yang konsisten, penggunaan warna pastel, desain kemasan yang menarik, serta konten media sosial yang sesuai dengan karakteristik konsumen muda. Pada tahap Interest, ketertarikan konsumen dibangun melalui konten edukatif, informatif, tutorial, dan informasi mengenai produk. Pada tahap Search, konsumen mencari informasi lebih lanjut melalui media sosial, ulasan pengguna, dan beauty influencer. Pada tahap Action, konsumen melakukan pembelian setelah memperoleh informasi dan ketertarikan terhadap produk. Sementara pada tahap Share, konsumen membagikan pengalaman, ulasan, dan rekomendasi mengenai produk Emina melalui media sosial maupun komunikasi interpersonal. Penerapan kelima tahapan tersebut menunjukkan bahwa strategi komunikasi pemasaran digital Emina Cosmetics berperan dalam meningkatkan brand awareness produk halal Emina di Kota Bandar Lampung, sehingga konsumen dapat mengenali, mengingat, memperoleh informasi, membeli, dan membagikan pengalaman mengenai produk Emina Cosmetics. ABSTRACT The development of digital technology has brought changes in marketing communication strategies, including in the halal cosmetics industry. Emina Cosmetics as one of the cosmetic brands under the auspices of PT Paragon Technology and Innovation utilizes digital media to reach consumers, especially through the presentation of content that is interesting, informative, educational, and in accordance with the characteristics of its target consumers. This study aims to analyze Emina Cosmetics' halal product digital marketing communication strategy in increasing brand awareness in Bandar Lampung City based on the AISAS (Attention, Interest, Search, Action, Share) model. This study uses a type of qualitative descriptive research with naturalistic research nature. The data source consists of primary data and secondary data. Primary data was obtained through interviews with Nadia Putri as the marketing team of Emina Cosmetics and three active users of Emina products in Bandar Lampung City, namely Aulia Rahma, Salsa Maharani, and Dinda Aprilia. Secondary data was obtained from books, journals, articles, documents, as well as Emina's social media content and archives relevant to the research. Data collection techniques were carried out through participatory observation, in-depth interviews, and documentation. The data obtained were then analyzed using the Miles and Huberman model and analyzed based on the AISAS stages. The results of the study show that Emina Cosmetics' digital marketing communication strategy applies all stages of the AISAS model. In the Attention stage, Emina attracts consumers' attention through consistent visual branding, the use of pastel colors, attractive packaging designs, and social media content that suits the characteristics of young consumers. In the Interest stage, consumer interest is built through educational content, informative, tutorials, and information about products. In the Search stage, consumers seek more information through social media, user reviews, and beauty influencers. In the Action stage, consumers make purchases after gaining information and interest in the product. Meanwhile, in the Share stage, consumers share experiences, reviews, and recommendations about Emina products through social media and interpersonal communication. The implementation of these five stages shows that Emina Cosmetics' digital marketing communication strategy plays a role in increasing brand awareness of Emina halal products in Bandar Lampung City, so that consumers can recognize, remember, obtain information, buy, and share experiences about Emina Cosmetics products.

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