The 1st Workshop on Multimedia Education, Learning, Assessment and its Implementation in Game and Gamification in conjunction with COMDEV 2018, Medan Indonesia, 26th January 2019, WOMELA-GG

Research Article

Cultivating Brand Awareness of Korean Cosmetics Innisfree in Indonesia Via E-WOM as the Eco-Friendly

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  • @INPROCEEDINGS{10.4108/eai.26-1-2019.2282984,
        author={S  Ariella and U  Yunus},
        title={Cultivating Brand Awareness of Korean Cosmetics Innisfree in Indonesia Via E-WOM as the Eco-Friendly},
        proceedings={The 1st Workshop on Multimedia Education, Learning, Assessment and its Implementation in Game and Gamification in conjunction with COMDEV 2018, Medan Indonesia, 26th January 2019, WOMELA-GG},
        publisher={EAI},
        proceedings_a={WOMELA-GG},
        year={2019},
        month={4},
        keywords={korean cosmetics innisfree e-wom},
        doi={10.4108/eai.26-1-2019.2282984}
    }
    
  • S Ariella
    U Yunus
    Year: 2019
    Cultivating Brand Awareness of Korean Cosmetics Innisfree in Indonesia Via E-WOM as the Eco-Friendly
    WOMELA-GG
    EAI
    DOI: 10.4108/eai.26-1-2019.2282984
S Ariella1,*, U Yunus2
  • 1: Master of Strategic Marketing Communication, Universitas Bina Nusantara, Jakarta, Indonesia
  • 2: Marketing Communication Program, Communication Department, Faculty of Economics & Communication, Universitas Bina Nusantara, Jakarta, Indonesia
*Contact email: sophia.ariella@binus.ac.id

Abstract

In the digital age, consumers actively search for information on a specific product and are predicted to buy one with a specific brand by the information distribution, the electronic Words of Mouth (e-WOM) and the brand awareness. The purpose of this study is to analyze how to develop the brand awareness of Innisfree, a Korean beauty product brand, as an eco-friendly product through e-WOM. This study used a qualitative approach by evaluating various things that occurred in their natural environment, to understand or interpret a phenomenon based on what people think of the research subject. The result of this study indicated that Innisfree brand awareness in Indonesian women has been in accordance with the company's target, as shown by the increasing number of transactions and visitors to Innisfree outlets in four locations. The awareness process of Innisfree brand as eco-friendly products through e-WOM has been successfully created, shown by positive comments from Innisfree facebook follower, in the Indonesian web and market places