Peran Media Sosial dan Citra Merek Dalam Minat Beli Skintific

Abdul Kohar; April Laksana; Fiqri Nur Zul Hakim; Intan Purwi Maharani; Siti Ghina Rahmah

doi:10.59581/harmoni-widyakarya.v2i4.4311

Authors

Abdul Kohar Universitas Bina Bangsa
April Laksana Universitas Bina Bangsa
Fiqri Nur Zul Hakim Universitas Bina Bangsa
Intan Purwi Maharani Universitas Bina Bangsa
Siti Ghina Rahmah Universitas Bina Bangsa

DOI:

https://doi.org/10.59581/harmoni-widyakarya.v2i4.4311

Keywords:

Social Media, Purchase Interest, Brand Image

Abstract

This study examines the role of social media in increasing consumer purchase interest in Skintific products in Indonesia, particularly in the beauty package category. Skintific successfully dominated the market by achieving sales of over IDR 70 billion in the first quarter of 2024. This success was largely driven by the effective use of digital marketing strategies on social media platforms such as TikTok and Instagram. These strategies involved creating relevant content, collaborating with influencers, and engaging directly with the audience to strengthen brand image. The findings indicate that the brand image built through social media significantly contributes to increased purchase interest and consumer loyalty. The highest sales were recorded in the 5-piece beauty package variant, highlighting consumer preference for comprehensive product offerings. Based on the study, social media is proven to be an effective channel for building a positive brand image and influencing consumer purchasing decisions in the beauty industry.

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