IMPLEMENTASI STRATEGI INFLUENCER MARKETING, PEMASARAN DIGITAL, DAN KEPERCAYAAN KONSUMEN DALAM MENINGKATAN PENJUALAN PRODUK DARI MS COSMETIC
DOI:
https://doi.org/10.24843/EJMUNUD.2025.v14.i10.p04Keywords:
consumer trust; digital marketing; influencer marketing strategyAbstract
Penelitian ini bertujuan untuk mengeksplorasi bagaimana strategi influencer marketing, pemasaran digital, dan kepercayaan konsumen berkontribusi dalam meningkatkan penjualan produk MS COSMETIC pada PT. Urban Beauty. Menggunakan pendekatan kualitatif deskriptif, data dikumpulkan melalui wawancara semi-terstruktur dengan tujuh informan, terdiri dari Digital Marketing Supervisor, Head of Marketing, KOL (Key Opinion Leader) Specialist, dan empat konsumen aktif. Analisis data dilakukan secara tematik untuk mengidentifikasi pola dan hubungan antar temuan. Hasil menunjukkan bahwa konten yang autentik dan relatable dari influencer mampu membangun kepercayaan dan mempengaruhi keputusan pembelian. Pemasaran digital melalui media sosial dan e-commerce juga efektif dalam meningkatkan brand awareness dan konversi penjualan. Kepercayaan konsumen menjadi variabel kunci yang memperkuat dampak kedua strategi tersebut. Temuan ini menegaskan pentingnya integrasi strategi digital dan pendekatan berbasis kepercayaan dalam konteks pemasaran kosmetik. Penelitian ini memberikan kontribusi terhadap pengembangan literatur pemasaran digital dan praktik bisnis merek lokal di industri kecantikan Indonesia.
This study aims to explore how influencer marketing strategies, digital marketing, and consumer trust contribute to increasing product sales of MS COSMETIC under PT. Urban Beauty. Using a descriptive qualitative approach, data were collected through semi-structured interviews with seven informants, including the Digital Marketing Supervisor, Head of Marketing, KOL (Key Opinion Leader) Specialist, and four active consumers. Thematic analysis was employed to identify emerging patterns and relationships among the findings. The results indicate that authentic and relatable content delivered by influencers effectively builds consumer trust and influences purchasing decisions. In addition, digital marketing efforts through social media and e-commerce platforms significantly enhance brand awareness and drive purchase conversion. Consumer trust emerges as a key variable that strengthens the overall effectiveness of both strategies. This study highlights the importance of integrating digital strategies with trust-based communication in the context of cosmetic marketing. It also contributes to academic literature on digital marketing and offers insights for local brands in Indonesia’s beauty industry.
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