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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Angela Evlyn
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Decision Sciences, Operations Research & Management

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Skincare Branding Strategy: Social Media Marketing, Celebrity Endorsers, and Brand Identity Angela Evlyn; Handrito, Radityo Putro
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.18

Abstract

The objective of this quantitative explanatory research is to identify the effects of social media marketing, celebrity endorser, and brand identity on the brand image of Skintific skincare. Using non-probability sampling method and purposive sampling technique, 410 Millennials and Generation Z with the minimum age of 18 years who know about the skincare brand and have accessed information about it, irrespective of whether they purchase the product, were selected as the respondents. The acquired data was analyzed through multiple linear regression in SPSS 29. The results demonstrate that social media marketing does not influence the brand image, that celebrity endorser positively and significantly affects the brand image, and that brand identity positively and significantly influences the brand image.
Co-Authors Radityo Putro Handrito