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All Journal JURNAL SAINS PEMASARAN INDONESIA JISIP: Jurnal Ilmu Sosial dan Pendidikan
Purnamasari, Lathiyfah Shanti
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Arts Humanities Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Strategi Customer Relationship Management Berbasis Influencer untuk Meningkatkan Loyalitas Konsumen pada Produk Kecantikan Lokal Maulana, Afrizal; Purnamasari, Lathiyfah Shanti; Srimukti, Adesty; Angelita, Kezia
JISIP: Jurnal Ilmu Sosial dan Pendidikan Vol 7, No 4 (2023): JISIP (Jurnal Ilmu Sosial dan Pendidikan) (November)
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Mandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58258/jisip.v7i4.6153

Abstract

This study aims to analyze how CRM elements are integrated into influencer marketing practices and their impact on customer loyalty in the beauty product industry. This research uses a qualitative approach by conducting content analysis on social media. The data analyzed includes influencer posts, follower comments, and interactions between brands and customers. The results of the study show that beauty product brands adopt three main strategies in integrating CRM elements into influencer marketing. First, they use influencers from abroad to create big events that attract customer attention. Second, they chose beauty vloggers who were relevant to consumers to provide comprehensive reviews about the products. And third, they appoint celebrities to attract consumer attention. Relevant and meaningful interactions mainly occur through product review videos conducted by beauty vloggers. This research provides practical guidance for beauty product brands in optimizing the use of influencer marketing and CRM elements. In addition, this research also contributes to the literature on social media marketing and customer relationship management in this digital era.
Relasi Konsumen dengan Produk Kecantikan serta Pengaruhnya terhadap Purchase Intention Purnamasari, Lathiyfah Shanti; Sutanto, Andi Heru; Angelita, Kezia; Setyarini, Ni Made Ari
JISIP: Jurnal Ilmu Sosial dan Pendidikan Vol 6, No 4 (2022): JISIP (Jurnal Ilmu Sosial dan Pendidikan)
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Mandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58258/jisip.v6i4.4185

Abstract

The development of beauty industry has contributed to national economic growth. Apart from this large economic contribution, there are many social and psychological factors that influence this industry and cannot be separated from its economic factors. The article is written so that the beauty industry can see the relationship between consumers and beauty products that are psychologically built, both from external and internal factors, as well as from things that can be controlled by the beauty industry itself or from the superstructure of society. To reveal the relationship between consumers and beauty products, a qualitative study was conducted using the phenomenological method by collecting data using in-depth interviews with users of beauty products. The analysis used is the thematic meaning clustering and thematic structuring of the phenomena that occur. As a result, it was found that consumer relations with beauty products are strongly influenced by external factors, namely society beauty standards and internal factors, namely consumer skin problems. While things that affect the purchase intention of consumers of beauty products are price, effectiveness, comparison between price and effectiveness, function, packaging, texture, level of comfort, promo materials to access to these products.
Strategi Customer Relationship Management Berbasis Influencer untuk Meningkatkan Loyalitas Konsumen pada Produk Kecantikan Lokal Maulana, Afrizal; Purnamasari, Lathiyfah Shanti; Srimukti, Adesty; Angelita, Kezia
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 3 (2023): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i3.264-289

Abstract

In the era of rapidly growing social media, the use of influencer marketing and Customer Relationship Management (CRM) has become an important strategy in the beauty product industry. Brands rely on influencers to promote their products, while CRM focuses on building and maintaining customer relationships. However, the effective combination of these two strategies in the context of beauty products still requires deeper understanding. This study aims to analyze how CRM elements are integrated into influencer marketing practices and their impact on customer loyalty in the beauty product industry. This research uses a qualitative approach by conducting content analysis on social media. The data analyzed includes influencer posts, follower comments, and interactions between brands and customers. The results of the study show that beauty product brands adopt three main strategies in integrating CRM elements into influencer marketing. First, they use influencers from abroad to create big events that attract customer attention. Second, they chose beauty vloggers who were relevant to consumers to provide comprehensive reviews about the products. And third, they appoint celebrities to attract consumer attention. Relevant and meaningful interactions mainly occur through product review videos conducted by beauty vloggers. This research provides practical guidance for beauty product brands in optimizing the use of influencer marketing and CRM elements. In addition, this research also contributes to the literature on social media marketing and customer relationship management in this digital era.
Co-Authors Angelita, Kezia Mochamad Afrizal Maulana Setyarini, Ni Made Ari Srimukti, Adesty Sutanto, Andi Heru