THE EFFECT OF INTERACTIVE MARKETING AND ELECTRONIC WORD OF MOUTH ON BRAND AWARENESS OF SOMETHINC PRODUCTS

Evelyn Sutanto; Budi Christanto; Revlin Lestari Gunawan; Windy Mulyadewi

Evelyn Sutanto Universitas Bunda Mulia
Budi Christanto Universitas Bunda Mulia
Revlin Lestari Gunawan Universitas Bunda Mulia
Windy Mulyadewi Universitas Bunda Mulia

Keywords: Interactive Marketing, Electronic Word of Mouth, Brand Awareness, Somethinc, Social Media Marketing, Skincare Industry, Digital Marketing Strategy

Abstract

This study examines the influence of interactive marketing and electronic word of mouth (e-WOM) on the brand awareness of Somethinc, a rapidly growing local skincare brand in Indonesia. In the digital era, where consumer behavior is increasingly shaped by social media and online interactions, companies must adopt effective marketing strategies to maintain competitiveness. Using a quantitative approach with a sample of skincare enthusiasts aged 14–35 in Tangerang, data were collected through questionnaires and analyzed using SPSS. The results show that both interactive marketing and e-WOM have a significant positive impact on brand awareness. Interactive features such as live streaming and social media engagement, along with user-generated content and online reviews, enhance consumer recognition and recall of the Somethinc brand. These findings highlight the importance of leveraging digital platforms to build strong brand awareness and offer valuable insights for local businesses seeking to expand their market presence through online marketing efforts.