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All Journal JURNAL PENELITIAN ILMU PENDIDIKAN Jurnal Online Mahasiswa (JOM) Bidang Keguruan dan Ilmu Pendidikan Riset Manajemen dan Akuntansi Belajar Bahasa : Jurnal Ilmiah Program Studi Pendidikan Bahasa dan Sastra Indonesia Edumaspul: Jurnal Pendidikan Edudikara: Jurnal Pendidikan dan Pembelajaran Estoria: Journal of Social Sciences & Humanities Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) Education: Jurnal Sosial Humaniora dan Pendidikan Jurnal Pengabdian Masyarakat Bangsa Jurnal Ilmiah IPS dan Humaniora (JIIH) Jurnal Keguruan dan Ilmu Pendidikan (JKIP)
Reni Wulandari
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Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Journal : Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)

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SWIPE UP TO GLOWING : STRATEGI JITU MARKETING CONTENT DAN INFLUENCER MARKETING DALAM MERAIH MINAT BELI KONSUMEN SKINCARE DI MEDIA SOSIAL Wulandari, Reni; Arnold, Jessica Adela Anastasya; Couwandy, Michelle; Niodilt, Muh. Sultan Amin Kevin Sariputra; Erwin, Erwin
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 2 (2025): Edisi Mei - Agustus 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i2.5804

Abstract

The development of the skincare industry is currently increasingly rampant and has become a consumer need for consumers in maintaining their skin health. Its existence in the marketing world is currently trending because it follows the rapid development of digitalization by using social media as a medium to develop effective digital marketing. The purpose of this study is to analyze the influence of the contribution of Marketing Content and the effect of using Influencer Marketing in increasing consumer Buying Interest in skincare businesses on social media. This study used 250 respondents of skincare users in the city of Makassar, both women and men, by considering several deeper criteria related to Marketing Content in marketing skincare products and utilizing Influencer Marketing in marketing on social media. Data collection used a questionnaire based on a Likert scale with 5 scales. The data obtained were analyzed using the Partial Least Square–Structural Equation Model (PLS-SEM) and the data processing process used SmartPLS version 4. The results of this study indicate a positive and significant influence of the use of Marketing Content and Influencer Marketing on consumer Buying Interest in skincare on social media with target consumers in the city of Makassar. It can be stated that Marketing Content can contribute well to Influencer Marketing used by skincare businesses to increase consumer relationships and Buying Interest in the community towards skincare on social media.
Co-Authors Afifah, Tri Istiani Anita Widjajanti Apridiansyah, Nabila Putra Arnold, Jessica Adela Anastasya Couwandy, Michelle Erwin Erwin Evi Suryawati Febriana Febriana Febriana Febriana, Febriana Fitriyah, Laily Nur Haini, Indriyani Indah Hapsari, Damar Huda, Reizha Nurul Ida Aryati Indah Liza Rofiani Kurniawan, Muhammad Revvy Kurniawati Kurniawati Laily Nur Fitriyah Lutfiana, Syifa Ainun Mahrina MS MS, Mahrina Muhammad Revvy Kurniawan Mutiara, Marchellina Dewi Niodilt, Muh. Sultan Amin Kevin Sariputra Pradana, Dikky Yudi Putri, Rohma Eka Radita, Aldisa Shifa Reizha Nurul Huda Rijadi, Arief Rofiani, Indah Liza Sarkadi, Sarkadi Sudarwati Sudarwati Suprihatin, Eti Wisnubroto, R Zainuddin, Muhammad Anwar Zulfarina Zulfarina