A COMPARATIVE ANALYSIS OF SKINCARE MARKETING STRATEGIES BETWEEN MS GLOW AND WARDAH IN PONTIANAK CITY

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Published: Dec 16, 2025
DOI: https://doi.org/10.54035/jem.v11i2.598
Keywords:
Marketing Strategy SPSS MS Glow Wardah

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Dhea Crista
Universitas Panca Bhakti
Dina
Universitas Panca Bhakti
Arweni
Universitas Panca Bhakti

Abstract

This study aims to analyze the differences in skincare marketing strategies between MS Glow and Wardah in Pontianak City. The method used is associative quantitative with purposive sampling technique on 118 respondents, consisting of 59 MS Glow users and 59 Wardah users. Data were analyzed using the Cochran Q Test via SPSS 23. The results of the study showed significant differences in the marketing strategies of the two brands, indicated by the calculated Q value of 43.27 with a significance of 0.000 < 0.05. The average score of Wardah (19.61) is higher than MS Glow (18.86), which confirms that the effectiveness of a marketing strategy is not only determined by the intensity of promotion, but also the suitability of the approach to consumer preferences. These findings are expected to be a reference for local skincare brands in developing more targeted marketing strategies and being able to compete in an increasingly competitive market

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How to Cite
Sheva Anandauri, D. C., Octaviani, D., & Ibrahim, A. (2025). A COMPARATIVE ANALYSIS OF SKINCARE MARKETING STRATEGIES BETWEEN MS GLOW AND WARDAH IN PONTIANAK CITY. Jurnal Equilibrium Manajemen Fakultas Ekonomi Universitas Panca Bhakti, 11(2), 65–72. https://doi.org/10.54035/jem.v11i2.598
Issue
Vol. 11 No. 2 (2025): Jurnal Equilibrium Manajemen (JEM)
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Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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