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All Journal PENG: Jurnal Ekonomi dan Manajemen Cakrawala : Management Science Journal Ekopedia: Jurnal Ilmiah Ekonomi Indonesia Economic Journal
Halimah Zahrah
Universitas Muhammadiyah Bandung
Economics, Econometrics & Finance

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Analisis Strategi  Pemasaran Negatif Terhadap Kepercayaan Konsumen pada Perusahaan Skincare: Studi Kasus SS Skin Ikmila Khoerunnisa; Halimah Zahrah; Novi Ramadani
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 4 (2025): Oktober-Desember, Integrating Environmental Economics and Business Innovation f
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/6g0z0a32

Abstract

This anality aims to analyze the impact of negative marketing strategies on consumer trust in local skincare companies through a case study of SS Skin. A descriptive qualitative approach was employed using netnographic observation, and digital document analysis. The results show that promotional content containing hyperbolic claims such as “bright skin in 3 days without irritation” creates unrealistic expectation, leading to disappointment when actual outcomes differ. Sentiment analysis of netizen comments revealed dominant negative responses including distrust toward the brand and regulatory institutions. Compared to other cases like Scarlett Whitening and Kylie Skin, SS Skin’s failure in crisis communication worsened public perception. This study concludes that negative marketing strategies can cause systemic effects on the reputation of local brands and the overall trust in the skincare industry. Therefore, ethical, transparent, and evidence-based marketing communication is essential for building sustainable customer loyalty.
Co-Authors Achmad Mansur Pauji Adam Riski Mubarok Afifa Nabila Agisni Alawiyah Agree Dani Norrochman Ahmad Zhofaro Jawharul Fadl Aisyah Humayyrah Aisyah Yulia Citra Ali Rahman Fauji Alifa Raudhatul Nisa Amanda Helinkika Amelia Rahmadani Anastasya Salsabila Alika Putri Andyka Maulana Prayoga Annisa Desfia Annisa Zaida Rahman Ari Assrishan Sosh Mantoro Arya Haydar Zulfikar Asep Iwan Ridwan Nugraha Aulia Nur Fadila Aulia Rahadatulaisyi Aulia Silvana Auriel Putri Marlina Azmi Aufal Marom Bilal Arfiansyah Dea Kuni Fauziyah Dendi Nur Fadilah Dewi Resti Agustiani Dilif Faris Naufal Dimas Muhammad Ramdani Dimas Satria Iskandar Dinda Hijriani Dita Nur Syifa Dwi Julyansyah Dzaky Naufal Zhafran Dzilla Khoerunnisa Fahdah Athifah Haura Fadhilah Fahra Awalia Zahra Febi Tivani Amelia Putri Feisal Rahman Setiawan Fidelairna Daniswara Fiqi Ardi Abdurahman Masdar Fiqri Alief Fahrijal Fitri Nabila Khairunnisa Hanifa Aulia Hasna Najwa Sabrina Haura Nurul Ilmi Ikhsan Tyo Dewanggara Ikmila Khoerunnisa Imel Aura Agustin Indra Sasangka Indy Fauziah Hanifa Jasmine Hasna Rinjani Alifah Jaya Kusuma Karmelia Ravensky Kayla Rizqy Agustina Lailafitri Pratiwi Maryo Putra Rahayu Mela Ratna Sari Mia Damayanti Mona Amir Mugni Nurul Ilmi Muhamad Pirdaus Muhammad Al Gifari Ramadhan Muhammad Gibran Siregar Muhammad Raihan N. M Muhammad Raihan Ramadhani Mutia Damayanti Nabila Syaharani Nadia Wangsa Kusumadiningrat Nadila Elsa Nahla Della Puspita Naila Dwi Ananti Naufal Fathi Athallah Naura Rahadhatul Aisy Nazhara Azmi Neng Lisda Saadah Nida Hulwa Luthfiyah Nida Windatun Nilam Meylani Nindri Widianingsih Noval Wijaya Novi Ramadani Noviana Febriani Nur Fauziah Putri Nur Rafidah Karimah Nuri Nuraeni Octriliani Octriliani Putri Ayuningtyas Putri Dewi Renggani Putri Watini Rap Sanjani Rayhan Azhari Ilham Refansa Febriana Akbar Rhiza Villani Riezka Putri Imanda Rifzki Raihansah Rivaldy Al Faruqi Rizal Mustofa Rosiana Dewi Sadam Maulana Salsabila Fauziah Shahnaz Rahmadina Nurhidayat Shellvy Setiawan Silva Novianti Siti Azmi Nur Islami Siti Kamila Nurhasanah Siti Rahmawati Soffi Assifa Insani Syahira Rachmadina Syahla Mutia Aini Syakila Fasha Nurdin Syifa Hoerunisa Tania Kirana Aprilia Tanti Amalia Tariza Mega Pratiwi Garini Tiara Apriani Umu Mahmudah Wafiyati Nur Amrina Wanda Aruniya Yoga Sampurna Yosef Cindi Septian Zafira Nurtadza Putri Zaid Abdul Hamid Zikra Muhamad Filah