Analisis Difusi Inovasi Hairnerds Professional Dalam Memasarkan Produk Freestyle Dust

Abstract

The development of the barbershop industry in Indonesia has encouraged businesses to offer not only services, but also men's grooming products as part of a lifestyle. Hairnerds Professional is one of the local brands that markets Freestyle Dust hair powder products amidst increasingly fierce competition in the grooming industry. This situation requires the implementation of integrated marketing communication that can integrate offline and online communication strategies, particularly through digital media such as TikTok. This study aims to analyze the diffusion of innovation carried out by Hairnerds Professional in marketing the Freestyle Dust product. This study uses a qualitative method with a case study approach. Data collection was conducted through in-depth interviews with key informants, supporters, and experts, as well as observation and documentation of marketing communication activities. Data analysis was conducted inductively through data reduction, data presentation, and conclusion drawing with triangulation of sources. This study uses the theory of innovation diffusion and the concept of integrated marketing communications. The results show that Hairnerds Professional's integrated marketing communications strategy goes through the stages of innovation diffusion, namely knowledge, persuasion, decision, implementation, and confirmation. Various IMC elements such as advertising, interactive marketing, sales promotion, word of mouth, direct marketing, personal selling, public relations, as well as events and experiences play a role in building awareness, encouraging adoption, strengthening trust, and maintaining consumer satisfaction and loyalty to Freestyle Dust products. Keyword: Diffussion Innovation, Integred Marketing Communication, TikTok, Freestle Dust