<![CDATA[This study aims to (1) understand the forms of symbolic meanings constructed by female students of Sebelas Maret University (UNS) toward the symbols presented in beauty influencer content on social media, and (2) analyze the process of forming preferences for local skincare products through the symbolic meanings derived from beauty influencer content. This research employs a qualitative method with a phenomenological approach. The data sources consist of primary and secondary data. The primary data were obtained from female students of UNS as research informants, as they were considered to have relevant experiences and knowledge regarding the use of local skincare products and exposure to beauty influencer content. Secondary data were collected from supporting literature, including books, journals, theses, and documentation related to local skincare products and beauty influencer content. The sampling technique used was purposive sampling. Data were collected through observation, documentation, and in-depth interviews. The validity of the data was ensured through source triangulation and technique triangulation. Data analysis was conducted using data reduction, data display, and conclusion drawing techniques. The findings of this study indicate that: (1) preferences for local skincare products are formed through symbolic meanings associated with products perceived as safe, legally certified, and suitable for users’ skin needs; (2) beauty influencers serve as sources of information and references in shaping female students’ purchasing decisions regarding local skincare products through educational content shared on social media; (3) the credibility of beauty influencers fosters trust in skincare product recommendations through honesty, personal experience, and effective communication skills in explaining products; (4) informants perceive beauty not merely as physical perfection but also as a form of self-care, skin health, and self-confidence; and (5) interactions on social media increase interest in and contribute to the formation of preferences for local skincare products among female students at UNS.]]>
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