The Phenomenon Of Interactive Marketing Of "Skintific" Products Through Social Media And Influencers On Gen Z And Gen Y

Inka Sabila Juliamida
Andreans Bagaskhara
Mohamad Zein Saleh

Optimal: Jurnal Ekonomi dan Manajemen
Vol. 4 No. 1 (2024): Maret : Jurnal Ekonomi dan Manajemen

This journal aims to explain how interactive marketing through social media and influencers can increase brand awareness, consumer loyalty, and purchase decisions on Skintific generation Z and Y products. Qualitative research methods with a literature approach are used to explain the phenomenon of interactive marketing of Skintific products through social media and influencers in gen z and y with the deepest way of data collection, which shows the importance of depth and detail of these variables. The results showed that interactive marketing through social media and influencers had a positive impact on the purchasing decisions of Generation Z and Y towards Skintific products. This strategy not only increases brand awareness, but also strengthens consumer loyalty, making Skintific products in demand among the younger generation.