PENGARUH INOVASI PRODUK, PEMASARAN DIGITAL, ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KESADARAN MEREK ( STUDI KASUS PADA SKINCARE MS. GLOW DI KABUPATEN SUKABUMI )

Competition in the beauty industry is currently increasingly intense and dynamic, with various new products continuing to emerge. Innovation in product development is essential to survive in a dynamic market, influenced by faktors such as demographics, technology and changing consumer preferences. In this research the author uses a quantitative approach with a causal research design. Based on the results of statistical tests, it is known that there is no significant influence of product innovation (X1) on Brand Awareness (Y). By obtaining a path coefficient value of 0.228 and a P-Value of 0.009, with a T-statistic value > T-table value (2.617 > 1.96). Thus, it can be concluded that H0 is rejected and H1 is accepted, which means that Product Innovation has a positive and significant influence. Digital Marketing (X2) to Brand Awareness (Y). Thus, the path coefficient value is
0.289 and the P-Value is 0.001, with the T-statistics value > T-table value (3.330
> 1.96), it can be concluded that H0 is rejected and H1 is accepted, which means that Digital Marketing has a positive influence and significant to Brand Awareness. Electronic Word Of Mouth (X3) on brand awareness has a path coefficient value of
0.476 and a P-Value of 0.000, with a T-statistic value > T-table value (5,452 > 1.96) that H0 is rejected and H1 is accepted. This research shows that Product Innovation and EWOM have a very high value so that they produce a positive influence, while for the time being digital marketing will have an effect but only a little. The results of this research are expected to provide deeper insight into the effectiveness of the marketing strategy used by MS Glow and provide recommendations for increase brand awareness in the future.

Keyword : Product Innovation, Digital Marketing, E-WOM, Brand awareness