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All Journal JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) Dynamic Management Journal Jurnal Pengabdian Masyarakat Akademisi Business and Entrepreneurial Review Ekonomi Digital
Kristian Chandra
Fakultas Ekonomi dan Bisnis Universitas Trisakti
Humanities Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Engineering Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Dynamic Management Journal

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THE EFFECT OF PAID ADS ON SKINCARE SALES ON FACEBOOK MARKETPLACE Pakpahan, Arnolt Kristian; Chandra, Kristian; Nilawati, Yuana Jatu
Dynamic Management Journal Vol 8, No 4 (2024): October
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v8i4.12586

Abstract

Globalization is an event that thins the borders between countries and involves trade, tourism, culture, knowledge, and global relations. This study uses a descriptive qualitative approach, case study, and naturalistic approach, which require humans as research subjects. Facebook failed to attract skincare customers. The results of the interview with users of the skincare product show that they use ordinary unframed photos, which makes the photos look simple and not very appealing. Furthermore, the strategy for writing the posts only uses calls to action (CTAs) without additional elements like location or links that could attract customers. The novelty in this study combines the S-O-R theory with the depth interview technique in exploring the use of social media. The implications of this study are expected to provide marketing managers with a deeper understanding of the influence of paid advertising on product sales.
Co-Authors Arnolt Kristian Pakpahan, Arnolt Kristian Budi Santosa Budi Santosa Ekawanto, Iwan Farah Margaretha Leon Leon, Farah Margaretha Mutyarawati, Herlita Nico Lukito Nilasari , Medina Rahmawati, Ulfi Naria Salshabilla, Vilda Lebbytha Dianie Santosa, Wahyuningsih Sasantyarini, Sasantyarini Udipta, Rizky Prastya Uliansyah, Marji Yuana Jatu Nilawati