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p-Index From 2021 - 2026
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All Journal Al-Kharaj: Journal of Islamic Economic and Business Global Economics: International Journal of Economic, Social and Development Sciences
Ade Rasinta Herli Kristiani Purba
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Economics, Econometrics & Finance

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Integration of Integrated Marketing Communications and SEO Optimization in Skincare Product Marketing Through Influencers Janeska Widia; Blangi Intan Maharani; Regina Marintan Silalahi; Ervina Rosarina Hasibuan; Ayu Sarlina Pasaribu; Ade Rasinta Herli Kristiani Purba
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 1 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i1.9906

Abstract

The development of digital technology has significantly transformed marketing communication patterns, particularly in the increasingly competitive skincare industry. Companies no longer rely solely on conventional promotion but utilize various digital marketing strategies such as Integrated Marketing Communications (IMC), Search Engine Optimization (SEO), and influencer marketing. This study aims to analyze the influence of integrated marketing communications and SEO optimization on skincare product marketing through influencers. This research employs a quantitative approach using a descriptive research method. Data were collected through questionnaires distributed online to 150 respondents who had previously searched for information or purchased skincare products through digital platforms. Data analysis techniques included descriptive statistical analysis and multiple linear regression using SPSS software. The results indicate that integrated marketing communications and SEO optimization have a positive and significant influence on skincare product marketing through influencers, both partially and simultaneously. Integrated marketing communications play a role in creating consistency in marketing messages across various digital platforms, while SEO optimization facilitates consumers in finding product information through search engines. The coefficient of determination shows that these two variables explain 46.1% of the variation in skincare product marketing through influencers. These findings indicate that synergy between integrated marketing communications, SEO, and influencer marketing can enhance product visibility, strengthen consumer trust, and increase consumer purchase intention toward skincare products in the era of digital marketing
Digital Transformation in MSMEs through the Integration of E-Wallets and Social Media Marketing Ade Rasinta Herli Kristiani Purba
Global Economics: International Journal of Economic, Social and Development Sciences Vol. 2 No. 2 (2025): June: Global Economics - International Journal of Economic, Social and Developm
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/globaleconomics.v2i2.317

Abstract

Digital transformation has become a critical factor in enhancing the competitiveness and sustainability of micro, small, and medium enterprises (MSMEs) in the digital economy era. This study aims to examine the integration of e-wallet services and social media marketing strategies as components of digital transformation within MSMEs. Employing a Systematic Literature Review (SLR) approach, the study analyzes 25 relevant scholarly articles published between 2018 and 2025. The findings indicate that the adoption of e-wallets facilitates financial transactions, improves operational efficiency, and promotes compliance with formal financial systems. Meanwhile, the use of social media proves effective in expanding market reach and strengthening customer engagement. However, the adoption of these digital tools remains constrained by several challenges, including limited digital infrastructure, low levels of technological literacy, and resistance to change. These findings offer important implications for policymakers and business practitioners in designing inclusive and sustainable digitalization strategies for MSMEs
Co-Authors Ayu Sarlina Pasaribu Blangi Intan Maharani Ervina Rosarina Hasibuan Janeska Widia Regina Marintan Silalahi