Analysis Of Influencer Marketing In Increasing Brand Awareness Of Glxssy Beaute

Research Aims: This study aims to analyze the implementation of influencer marketing in increasing the brand awareness of Glxssy Beaute. Design/methodology/approach: This study adopts a qualitative descriptive approach, utilizing data collection methods such as semi-structured interviews, non-participant observation, and secondary document analysis. The informants consist of the CEO and Founder of Glxssy Beaute, a Digital Marketing Strategist from a marketing agency, two Glxssy Beaute consumers, and two prospective consumers from the target market. Research Findings: The findings indicate that influencer marketing implemented by Glxssy Beaute plays an important role in increasing brand awareness through various campaign stages. Glxssy Beaute optimizes storytelling in influencer marketing by giving influencers the freedom to create authentic content. Overall, the strategy implemented is quite effective; however, improvements are still needed in content quality management to enhance Glxssy Beaute's competitiveness. Theoretical Contribution/Originality: This study contributes theoretically by analyzing the application of The Four-Step Influencer Marketing Framework in the local beauty industry, particularly in building brand awareness. The study emphasizes the significance of storytelling in influencer marketing and how authentic content influences audience engagement. Furthermore, it highlights the importance of managing content quality effectively to enhance the success of influencer marketing campaigns. Keywords: Influencer Marketing, Brand Awareness, Local Beauty Industry