IMPLEMENTASI STRATEGI INFLUENCER MARKETING, PEMASARAN DIGITAL, DAN KEPERCAYAAN KONSUMEN DALAM PENINGKATAN PENJUALAN PRODUK DARI MS COSMETIC PADA PT. URBAN BEAUTY
DOI:
https://doi.org/10.24843/EJMUNUD.2025.v14.i10.p04Kata Kunci:
kepercayaan konsumen; pemasaran digital; strategi influencer marketingAbstrak
Industri kecantikan di Indonesia mengalami pertumbuhan pesat, dengan pendapatan pasar perkirakan mencapai USD 8,78 miliar pada tahun 2023. Pertumbuhan ini didorong oleh kesadaran masyarakat akan perawatan diri dan pengaruh media sosial. PT. Urban Beauty, melalui merek MS COSMETIC, memanfaatkan strategi pemasaran digital dan influencer marketing untuk menarik konsumen Gen Z dan Milenial. Penelitian ini bertujuan untuk memahami bagaimana strategi tersebut diimplementasikan serta menggali persepsi konsumen terkait kepercayaan mereka terhadap prdoduk JJGLOW. Diharapkan hasil penelitian ini dapat memberikan wawasan untuk strategi pemasaran yang lebih efektif.
Indonesia's beauty industry is experiencing rapid growth, with market revenue estimated to reach USD 8.78 billion in 2023. This growth is driven by increased public awareness of personal care and the influence of social media. PT. Urban Beauty, through its brand MS COSMETIC, leverages digital marketing strategies and influencer marketing to attract Gen Z and Millennial consumers. This study aims to understand how these strategies are implemented and to explore consumer perceptions regarding their trust in the JJGLOW product. The results of this research are expected to provide insights for developing more effective marketing strategies.
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