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All Journal Optimal: Jurnal Ekonomi dan Manajemen
Andreans Bagaskhara
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Phenomenon Of Interactive Marketing Of "Skintific" Products Through Social Media And Influencers On Gen Z And Gen Y Inka Sabila Juliamida; Andreans Bagaskhara; Mohamad Zein Saleh
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 4 No. 1 (2024): Maret : Jurnal Ekonomi dan Manajemen
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v4i1.2625

Abstract

This journal aims to explain how interactive marketing through social media and influencers can increase brand awareness, consumer loyalty, and purchase decisions on Skintific generation Z and Y products. Qualitative research methods with a literature approach are used to explain the phenomenon of interactive marketing of Skintific products through social media and influencers in gen z and y with the deepest way of data collection, which shows the importance of depth and detail of these variables. The results showed that interactive marketing through social media and influencers had a positive impact on the purchasing decisions of Generation Z and Y towards Skintific products. This strategy not only increases brand awareness, but also strengthens consumer loyalty, making Skintific products in demand among the younger generation.
Co-Authors Inka Sabila Juliamida Mohamad Zein Saleh