Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 24 No. 12 (2025): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi, ISSN 3025-9495
Articles

STRATEGI MENINGKATKAN MINAT BELI KOSMETIK LOKAL DIBANDINGKAN IMPOR MELALUI PENINGKATAN BRAND IMAGE DAN BRAND AWARENESS (STUDI KASUS BRAND X)

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  • Ashri Boy Widya,
  • Merita Bernik
Ashri Boy Widya
Universitas Padjadjaran
Bio
Merita Bernik
Universitas Padjadjaran

Published 2025-11-14

Keywords

  • Impor,
  • Kosmetik Lokal,
  • Minat Beli,
  • Brand Image,
  • Brand Awareness,
  • SWOT,
  • QSPM,
  • Marketing Mix 4P
    • ...More
    Less

How to Cite

STRATEGI MENINGKATKAN MINAT BELI KOSMETIK LOKAL DIBANDINGKAN IMPOR MELALUI PENINGKATAN BRAND IMAGE DAN BRAND AWARENESS (STUDI KASUS BRAND X). (2025). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 24(12), 1361-1370. https://cibjournal.com/index.php/musytari/article/view/1451

Abstract

Industri kosmetik lokal di Indonesia menghadapi tantangan besar dalam bersaing dengan produk impor yang telah memiliki reputasi global. Banyak konsumen lebih memilih kosmetik impor karena telah dikenal secara luas dan memiliki persepsi kualitas yang lebih tinggi, sehingga merek lokal seperti Brand X perlu meningkatkan brand image dan brand awareness guna menarik minat beli konsumen. Penelitian ini bertujuan untuk menganalisis strategi pemasaran yang dapat meningkatkan minat beli konsumen terhadap produk kosmetik lokal dibandingkan dengan produk impor. Objek penelitian ini adalah Brand X, sebuah merek kosmetik lokal yang berbasis pada produk skincare alami. Metode yang digunakan pada penelitian ini mencakup analisis SWOT, analisis QSPM, dan analisis Marketing Mix 4Ps, dengan data yang dikumpulkan melalui survei daring dan sumber internal perusahaan. Temuan penelitian menunjukkan bahwa meskipun brand image dinilai positif, tingkat brand awareness masih rendah karena keterbatasan promosi dan distribusi, sehingga melalui analisis QSPM direkomendasikan strategi pemasaran dengan pendekatan Bauran Pemasaran 4P berupa penyempurnaan produk, reposisi harga, promosi digital kreatif, dan perluasan distribusi.

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