Analisis Komunitas “Wardah Youth Ambassador Medan” Dalam Meningkatkan Brand Awareness di Kota Medan

Authors

  • Alya Sherin Universitas Islam Negeri Sumatera Utara
  • Yusniah Universitas Islam Negeri Sumatera Utara

DOI:

https://doi.org/10.37092/khabar.v7i1.1212

Keywords:

Brand Community, Wardah Youth Ambassador, brand awareness, social media, marketing strategy

Abstract

In the increasingly competitive beauty industry, building strong brand awareness is key to maintaining market relevance, especially among young consumers. This study aims to analyze the role of the Wardah Youth Ambassador (WYA) Medan community in increasing brand awareness of the halal cosmetic brand Wardah in Medan City. This study uses a qualitative descriptive approach with data collection techniques through interviews, observations, and documentation. The results show that WYA Medan actively organizes educational and promotional activities both online and offline that are able to attract the attention of the young market. Programs such as beauty classes, social campaigns, and consistent social media content have been proven to increase brand recognition, brand recall, and top of mind achievement. Analysis of social media engagement shows that applicative content such as skincare routines has the highest engagement rate, reflecting the strength of the community's digital approach. Thus, WYA Medan plays a role as a strategic agent that strengthens Wardah's brand awareness through a community-based marketing approach that focuses on emotional closeness and participatory communication

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Published

2025-06-30

How to Cite

Sherin, A., & Yusniah. (2025). Analisis Komunitas “Wardah Youth Ambassador Medan” Dalam Meningkatkan Brand Awareness di Kota Medan. Jurnal Khabar: Komunikasi Dan Penyiaran Islam, 7(1), 515–524. https://doi.org/10.37092/khabar.v7i1.1212

Issue

Section

Articles