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

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Journal : JISIP: Jurnal Ilmu Sosial dan Pendidikan

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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.
Co-Authors Angelita, Kezia Mochamad Afrizal Maulana Purnamasari, Lathiyfah Shanti