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All Journal SINERGI: Jurnal Ilmiah Ilmu Manajemen IJEBD (International Journal Of Entrepreneurship And Business Development) JURNAL PENDIDIKAN TAMBUSAI Dinasti International Journal of Management Science CENDEKIA : Jurnal Ilmu Pengetahuan International Journal of Global Accounting, Management, Education, and Entrepreneurship (IJGAME2) ProBisnis : Jurnal Manajemen Income: Innovation Of Economics And Management KNOWLEDGE: Jurnal Inovasi Hasil Penelitian dan Pengembangan Balance : Jurnal Akuntansi dan Manajemen Procedia of Social Sciences and Humanities Jurnal Ilmiah Fokus Ekonomi, Manajemen, Bisnis & Akuntansi (EMBA) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Ekonomi, Manajemen, Akuntansi
Zaman, Komarun
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Arts Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Immunology & microbiology Industrial & Manufacturing Engineering Mathematics Mechanical Engineering Physics Social Sciences Other

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Journal : Income: Innovation Of Economics And Management

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Online Marketing Communication Strategy on Purchase Decisions of Dexskin Skincare Products via Instagram in Tangerang Wahyuni, Mega Sri; Zaman, Komarun; Anisa, Nur Aini
INCOME: Innovation of Economics and Management Vol. 5 No. 2 (2025): October
Publisher : LPPM Universitas KH. A. Wahab Hasbullah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32764/income.v5i2.6312

Abstract

This study explores the online marketing communication strategy of Dexskin by Derma Express through Instagram in influencing consumer purchasing decisions in Tangerang. The research is motivated by the rapid growth of Indonesia’s skincare industry and the increasing demand for transparency, credibility, and educational value in brand communication. Using a qualitative descriptive approach, data were collected through observation, interviews with ten informants, and documentation of Dexskin’s Instagram marketing activities conducted between January and April 2025. The analysis draws on the STP (Segmentation, Targeting, Positioning) and AIDA (Attention, Interest, Desire, Action) frameworks to examine how Dexskin integrates educational content, visual storytelling, and collaborations with influencers and dermatologists. The findings indicate that Dexskin’s hybrid strategy—combining medical credibility and influencer relatability—tends to enhance consumer engagement, trust, and purchase intention. Educational posts foster interest and credibility, while influencer collaborations attract attention and emotional resonance. However, given the qualitative and context-specific nature of this study, the results should be viewed as exploratory rather than conclusive. Limitations include the small sample size and focus on one geographic area (Tangerang). Future research is encouraged to adopt mixed or comparative methods across multiple platforms and regions to validate and extend these insights.
Co-Authors AA Sudharmawan, AA Afandi, Achmat Agus Prasetyo Anggraini, Risky Juliana Anisa, Nur Aini Arramadhan, Dio Fatwa Bhoedide, Injilia Tasya Setya Darim, Abu Devangga Putra Adhitya Pratama Ernawati Ernawati Firdaus, Reza Aura Hendrawan, Tomy Hendriawan, Ayi Indriani Indriani Krisnanti, Maria Kurniawati Kurniawati Lailatul Mubarokah Lestari Lestari Megasari, Aisyah Darti Nasution, Hadi Nur Aini Nur Aisyah, Putri Nur Farida Nuraini Nuraini Nuryadi Nuryadi Pratama, Devangga Putra Adithya Priyo Utomo Putra, Devangga Putra Adhitya Putri Ainur Rosidah Rahman, Iqbal Ainur Rika Liftiana Rokhilah, Khilmiatur S, Nur Aina Setyowati, Lis Siti Helmyati Suprapto Suprapto Suprihono, Suprihono Suryani, Olivia Dwi Syamsul Arifin Wahyuni, Mega Sri Yadi , Nur Yuafini, Chamdan Yuniyati , Reni Zakaria Pambudi, Angga