Pengaruh Guerrilla Marketing dan Creativity terhadap Marketing Performance dengan Brand Awareness sebagai Variabel Mediasi pada Konsumen Somethinc di Kota Semarang Effect of Guerrilla Marketing and Creativity on Marketing Performance with Brand Awareness as a Mediating Variable among Somethinc Consumers in Semarang City

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Page Numbers: 2976-2998
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Published: Dec 19, 2025
Digital Object Identifier: 10.58578/arzusin.v5i6.8410
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Fera Aprilliya1*, Ibnu Khajar2
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Fera Aprilliya
Universitas Islam Sultan Agung
Ibnu Khajar
Universitas Islam Sultan Agung

Abstract

Intensifying competition in the skincare industry between local and global brands requires companies to implement innovative and creative marketing strategies to improve marketing performance. The decline in Somethinc’s brand position in e-commerce sales rankings indicates the need to evaluate and strengthen its existing marketing strategies. This study aimed to analyze the effect of guerrilla marketing and creativity on marketing performance with brand awareness as a mediating variable among Somethinc consumers in Semarang City. The research employed a quantitative approach with an explanatory research design, involving 100 respondents selected through purposive sampling. Data were collected using a questionnaire and analyzed using multiple linear regression and the Sobel test with the assistance of SPSS. The findings show that guerrilla marketing and creativity have a positive and significant effect on brand awareness, and that brand awareness has a positive and significant effect on marketing performance. In addition, guerrilla marketing and creativity also have a direct positive effect on marketing performance, while brand awareness is proven to mediate the influence of both variables on marketing performance. The study concludes that non-conventional and creative marketing strategies, when supported by strengthened brand awareness, can significantly enhance marketing performance. In practical terms, local skincare companies are advised to optimize guerrilla marketing strategies and marketing creativity to reinforce brand awareness and competitiveness in the digital marketplace.

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How to Cite
Aprilliya, F., & Khajar, I. (2025). Pengaruh Guerrilla Marketing dan Creativity terhadap Marketing Performance dengan Brand Awareness sebagai Variabel Mediasi pada Konsumen Somethinc di Kota Semarang. ARZUSIN, 5(6), 2976-2998. https://doi.org/10.58578/arzusin.v5i6.8410

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Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

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