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The phenomenon of growth in Indonesia’s beauty industry has intensified competition among both global and local skincare brands, including Avoskin. This situation impacts consumer trust Instagram. Avoskin must compete to build brand trust amid the higher exposure and engagement dominance of global brands on social media. Challenges such as the presence of negative reviews and unfavorable consumer perceptions that lead to dissatisfaction represent significant threats to Avoskin’s ability to sustain brand trust. This study aims to determine the influence of electronic word of mouth and brand image of @avoskinbeauty toward brand trust. The research adopts a quantitative approach using the simple random sampling method, involving 400 active Instagram users as respondents. Data were collected through Google Forms and analyzed using IBM SPSS Statistics 30.. The T - test results show that Avoskin’s electronic word of mouth on Instagram has a positive and significant effect on brand trust, with a tcount greater than the ttable value (8.335 > 1.965) and significance < 0.001 < 0.05. Similarly, Avoskin’s brand image also has a positive and significant impact on brand trust, with a tcount greater than the ttable value (22.462 > 1.965) and significance < 0.001 < 0.05. The F - test results indicate that electronic word of mouth and brand image simultaneously have a significant effect on brand trust, with an Fcount greater than the Ftable value (870.240 > 3.02) and significance < 0.001 < 0.05. In conclusion, electronic word of mouth and brand image play essential roles in enhancing brand trust. The implication of this study is that skincare companies should continuously strengthen their digital presence, consistently manage their brand image, and actively facilitate and respond to electronic word of mouth, especially on social media platforms.

This study aims to determine the effect of product availability, communication effectiveness, and promotional strategy on sales volume at PT.Distribusindo Cemerlang Jaya, a cosmetic and skincare distribution company in Batam city. The background of this research is based on pre-survey result indicating suboptimal sales volume along with operational challenges including stock shortages, communicatiob gaps, and limited promotional activities.ths research employs a quantitative method. The population consist of all comsumers, with a sample of 43 respondent selected using a saturated sampling technique. Data were collected through questionnaires using a likert scale and analyzed using validity and reliability test, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²) with SPSS. Result show that partially, product availability does not significantly affect sales volume (sig. 0,313 > 0,05), and communication effectiveness also does not significantly affect sales volume (sig. 0,898 > 0,05). However, promotional strategy has a positive and significant effect  on sales volume (sig, 0,000 < 0,05). Simultaneously, all three variables significantly affect sales volume (F = 212.642, sig. 0,000 < 0,05). The coefficient of determination (R²) is 0,942 indicating that 94,2% of the variation in sales volume is explained by the three independent variables. Promotional strategy is the most dominant factor influencing sales volume is explained by the three independent variables. Promotional strategy is the most dominant factor influencing sales volume at PT.Distribusindo Cemerlang Jaya.  

This study aims to analyze the effect of product bundling strategies, countdown timer urgency, and social proof on the interactive responses of Generation Alpha consumers toward Scora skincare products in Bandar Lampung, with live streaming as a moderating variable. Interactive responses in this study include comments, questions, likes, and purchase actions during live streaming sessions. This research employs a quantitative approach, with data collected through ques-tionnaires. The sample consists of 300 Generation Alpha respondents in Bandar Lampung who have watched Scora’s live streaming promotions. Data analysis techniques include multiple linear regression analysis and Moderated Regression Analysis (MRA). The results indicate that product bundling strategies, countdown timer urgency, and social proof have a positive and significant effect on interactive responses, both partially and simultaneously. However, the moderation test results reveal that live streaming does not moderate the relationship between product bundling strategies, countdown timer urgency, and social proof on interactive responses. These findings suggest that although live streaming serves as a primary promotional medium, it does not necessarily strengthen the influence of marketing strategies on Generation Alpha’s in-teractive responses. This study is expected to provide practical insights for local skincare brands in developing more effective digital marketing strategies through live streaming commerce.

Elsheskin is a local skincare brand from Yogyakarta, which is under the auspices of PT Elshe Estetika Nusantara. In October 2024, it was circulated that Elsheskin had overclaimed the content of skincare products, because the retinol content in Elsheskin's retinol rejuvenating night serum product was proven to be inconsistent with laboratory test results. This overclaim case has damaged Elsheskin's image. The purpose of this study is to measure Elsheskin's crisis communication in dealing with the case of overclaiming the content of skincare products, Elsheskin's image after conducting crisis communication and how much influence the crisis communication of the case of overclaiming the content of skincare products has on Elsheskin's image. The theory used is the crisis communication theory (Coombs, 2019) which consists of the pre-crisis stage, the crisis event stage and the post-crisis stage. This study also uses the Image theory (Boulding, 2007) which consists of knowledge, feelings, values ​​and beliefs. The method used in this study is a quantitative approach with a survey method and a simple random sampling technique by distributing paper questionnaires to 80 respondents selected according to the characteristics of the study. From the results of calculations and data processing using the SPSS 25 application, namely: a) Elsheskin has carried out crisis communication well in accordance with crisis communication theory. b) Elsheskin has succeeded in restoring its image due to the overclaim case. c) There is an influence of crisis communication in the case of overclaiming skincare product content on Elsheskin's image of 59.2%.

This study aims to examine the influence of online reviews and the role of social media on brand loyalty toward MS Glow skincare products in Batam City. The population of this research consists of consumers in Batam City who have purchased and used MS Glow skincare products and have been exposed to online reviews and social media content related to the brand. A total of 204 respondents were selected using the Jacob Cohen sampling approach. Data were analyzed using multiple linear regression techniques. The analysis process included data quality testing, classical assumption tests, effect analysis, and hypothesis testing. The results of the multiple linear regression analysis indicate that online reviews contribute 33.7% to brand loyalty, while the role of social media contributes 66.9%. Furthermore, the coefficient of determination (R²) reveals that online reviews and social media collectively explain approximately 58.1% of the variance in brand loyalty. The findings from the t-test and F-test demonstrate that both online reviews and social media have a positive and statistically significant effect on brand loyalty, both individually and simultaneously, toward MS Glow skincare products in Batam City.

This study is motivated by the rapid advancement of digital marketing and the increasing influence of psychological factors in shaping consumer behaviour, particularly among Generation Z, who are highly exposed to social media and global trends in imported skincare products. This phenomenon suggests that purchase decisions are not solely driven by digital marketing strategies but are also significantly influenced by emotional drivers such as Fear of Missing Out (FoMO). Accordingly, this study aims to analyse the effects of affiliate marketing, WhatsApp status, celebrity advertising, and FoMO on the purchase intention of Generation Z consumers in Tangerang City. Specifically, the study pursues five objectives: (1) to examine the effect of affiliate marketing on purchase intention; (2) to analyse the influence of WhatsApp status on purchase intention; (3) to investigate the impact of celebrity advertising on purchase intention; (4) to evaluate the effect of FoMO on purchase intention; and (5) to assess the simultaneous effects of all independent variables on purchase intention. This study adopts a quantitative approach using a survey method, with data collected through structured questionnaires administered to 250 respondents selected via accidental sampling. Data were analysed using multiple linear regression with the aid of SPSS software to examine the relationships among variables. The findings reveal that all independent variables exert a positive and statistically significant influence on purchase intention, with FoMO emerging as the most dominant predictor. These results underscore the greater role of psychological factors relative to digital marketing strategies in driving purchase intention among Generation Z consumers.The contribution of this study lies in integrating digital marketing strategies and psychological factors into a single empirical model, while also highlighting the growing importance of interpersonal digital communication, such as WhatsApp, in contemporary marketing contexts. From a practical perspective, the findings provide managerial implications for businesses to design marketing strategies that are not only informative but also capable of creating urgency and fostering emotional engagement among consumers.    

The increasingly fierce competition in the skincare industry is driving companies to implement effective marketing strategies to increase consumer repurchase intention. This study aims to analyze the influence of influencer marketing and price on repurchase intention of Glad2Glow skincare products in Surakarta City. This study used a quantitative approach with a survey method of fifty respondents who had purchased and used Glad2Glow products. The sampling technique used purposive sampling, while data collection was conducted through questionnaires. Data were analyzed using multiple linear regression with the help of SPSS. The results of validity and reliability tests indicate that all statement items are valid and reliable and therefore suitable for use in the analysis. The results show that influencer marketing has a positive and significant effect on repurchase intention, indicating that credible influencers who are in line with the product's character can build consumer trust and encourage repurchase. In addition, price also has a positive and significant effect on repurchase intention, with a more dominant effect than influencer marketing. Consumers consider the suitability between price, quality, and product benefits before making a repurchase. The results of the simultaneous test show that influencer marketing and price together have a significant effect on repurchase intention. This study concludes that the combination of the right influencer marketing strategy and pricing that is in line with consumer value perceptions plays an important role in increasing the interest in repurchasing Glad2Glow skincare products in Surakarta City.

A community service program (PKM) entitled "Skincare Product Dispute Resolution" was successfully implemented in Ngadi Village, Mojo District, Kediri Regency, involving village cadres, youth organizations, and community members, particularly housewives as skincare consumers. This PKM aims to provide solutions to skincare product disputes through five stages: outreach, training, technology implementation, mentoring, and sustainability evaluation. The outreach program began with a presentation on halal skincare products and consumer protection against misleading promotional practices, delivered by speakers from the Sharia Research Group (SReG) and the Non-Governmental Consumer Protection Organization. This program also includes in-kind and in-cash contributions, including training to improve customer service quality, ensure raw material quality standards and production processes comply with international standards, and ensure product information transparency. In addition, a loyalty program and transportation cost incentives were provided to affected consumers. PKM partners played an active role in providing information and inviting the community to participate in this activity. The implementation of this activity is expected to strengthen consumer trust and ensure protection of consumer rights related to skincare products.

After achieving success with the #LoveAvoskinLoveEarth initiative, Avoskin continues its efforts by launching a new eco-friendly campaign called #MulaiDariMejaRias. In this campaign, Avoskin invites skincare product users to be more careful in choosing care items, and to use appropriate products for simplicity and sustainability. Brand image plays a very important role in marketing its products. One way to build a positive view in the community is through campaign activities. This study aims to analyze the impact of the message from the #MulaiDariMejaRias campaign via Instagram @avoskinbeauty, assess Avoskin's Brand Image related to the campaign, and evaluate the influence of public relations messages in the #MulaiDariMejaRias campaign on Avoskin's Brand Image on Instagram. The theory applied in this study refers to Messages from Perloff (2017), Soemirat, Soleh & Ardianto (2018) regarding brand image variables. The approach used in this study is a quantitative approach with a survey method to 86 respondents of Instagram followers @avoskinbeauty, using a random sampling technique. The research results showed a 41% impact of the #MulaiDariMejaRias public relations campaign message on Avoskin's brand image on Instagram. Furthermore, the #MulaiDariMejaRias campaign message was emotionally and linguistically effective, and the campaign successfully improved brand image through audience attitudes.

The skincare industry in Indonesia is experiencing rapid growth, primarily driven by the significant development of e-commerce and increased consumer awareness of self-care. This surge has resulted in intense competition among brands. This comparative study aims to analyze the role of trust as a mediating variable that connects price fairness, celebrity endorsements, and e-WOM to repurchase intentions for two brands: Somethinc (a science-based brand) and Wardah (a halal-based brand). A quantitative research method was used, involving a survey with a 5-point Likert scale distributed to 150 millennials and Gen Z respondents in Semarang City. The data were analyzed using PLS-SEM (SmartPLS). The findings reveal that both celebrity endorsements and trust have a significant impact on repurchase intentions for both brands. In contrast, price fairness and e-WOM do not have a significant direct effect on either brand. However, the study shows that trust effectively mediates the influence of price fairness, celebrity endorsements, and e-WOM on repurchase intentions. This underscores the vital role of trust in enhancing customer loyalty to Somethinc and Wardah. These findings suggest that strengthening brand trust in skincare products can significantly boost customer loyalty.

This study aims to analyze the influence of brand image, word of mouth, and product quality on the purchase decision of Facetology skincare products. The study uses a quantitative method to obtain objective and generalizable results. The sample consisted of 100 respondents, who were individuals who had purchased or used Facetology skincare products. The sampling technique used was purposive sampling, ensuring that the selected respondents met criteria relevant to the research objectives. Data collection was conducted through the distribution of questionnaires to the selected respondents to gather the necessary information. The data analysis technique employed was Smart PLS 4.0, which efficiently and accurately measures the relationships between variables. This study emphasizes the importance of understanding the factors influencing purchase decisions in the skincare industry, particularly for the Facetology brand. The results of the study indicate that word of mouth has a positive and significant effect on the purchase decision of Facetology products. Additionally, brand image was found to have no significant effect on the purchase decision, while product quality had a positive and significant effect on the purchase decision of Facetology products. The implications of this study suggest that the company can leverage word of mouth as an effective marketing strategy and focus more on improving product quality to influence consumer purchase decisions.

This study aims to analyze the impact of content marketing, influencer marketing, and online customer reviews on the purchasing interest in Skintific products on TikTok among Generation Z students of the Bachelor of Management program at Universitas Semarang. Primary data was collected through a Google Form questionnaire distributed to Generation Z students using purposive sampling technique, based on the criteria of Generation Z age, active TikTok users, and familiarity with Skintific products. A quantitative approach was applied using multiple linear regression analysis after validity, reliability, normality, multicollinearity, and heteroscedasticity tests met the requirements. The results show that content marketing, influencer marketing, and online customer reviews individually have a significant positive effect on purchasing interest in Skintific products. Simultaneously, these three variables significantly influence purchasing interest, with a strong contribution. These findings imply that an integrated digital marketing strategy involving content marketing, influencer marketing, and online customer reviews is effective in increasing purchasing interest among Generation Z students on TikTok. This provides valuable insights for companies in designing more effective digital marketing campaigns to attract young consumers through social media platforms.

This study aims to understand the meaning of halal lifestyle for Generation Z Muslim consumers in East Java through a phenomenological approach. In recent years, the concept of halal lifestyle is no longer limited to food and beverage consumption, but has expanded to include fashion, skincare, digital services, and even social media interactions. Generation Z, as digital natives, interprets halal not only as a religious rule, but also as an identity, a social trend, and a form of self-actualization. This study integrates the results of previous empirical studies that show that halal awareness, religious education, marketing strategies, and the influence of public figures play a significant role in shaping halal behavior among the younger generation. The results of the literature review indicate that Generation Z in East Java experiences complex dynamics in adopting a halal lifestyle, ranging from identity dilemmas, ethical challenges, to the influence of local culture. This phenomenological study confirms that halal lifestyle is a multidimensional phenomenon influenced by spiritual values, consumption rationality, and digital interactions. These findings are expected to provide a conceptual contribution to the study of Muslim consumer behavior and form the basis for developing a halal industry that is more adaptive to the characteristics of the younger generation..

The development of information technology (IT) has become a crucial element in improving operational efficiency and business competitiveness in the digital era. This study aims to design an information technology infrastructure strategy for a local skincare company that currently still faces obstacles due to fragmented communication processes and manual data recording. The research method uses the Ward and Peppard framework, supported by SWOT and Value Chain analysis to identify the internal and external business environment and formulate an IS/IT strategy that aligns with the business strategy. The research approach is descriptive qualitative through interviews, observations, and literature studies. The analysis results indicate that the main problem lies in the lack of infrastructure capable of integrating production, distribution, and inventory management processes. Based on these findings, this study recommends designing an infrastructure strategy that supports the implementation of the integrated system "Sivendor". This system functions as a hub that connects workflows between production vendors, warehouses, and sales departments. In conclusion, this study produces a blueprint for an adaptive IT infrastructure strategy as a technical foundation to minimize data errors, improve operational efficiency, and support real-time decision-making.

This study aims to determine the influence of Jejuby's TikTok content on the purchasing decisions of followers of the @jejubyofficial TikTok account. In today's digital age, social media platforms like TikTok have become one of the most effective promotional tools for reaching consumers, particularly in the beauty and skincare industry. Jejuby, as a local brand on the rise, actively leverages TikTok as a marketing platform by creating various types of content, including tutorials, testimonials, and visually appealing content. The theories used in this study are the Marketing Communication Theory with dimensions: Advertising, Sales Promotion, Personal Selling, Public Relations, and Direct and Digital Marketing. The Content Theory with dimensions: Credible, Shareable, Useful or Fun, Interesting, Relevant, Different, On Brand. The Purchase Decision Theory with dimensions: Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, Post-Purchase Behavior. This study used a quantitative approach with a survey method. Sampling was conducted using simple random sampling and calculated using the Slovin formula with a margin of error of 5%. Data collection was carried out by distributing questionnaires to 92 respondents who were followers of the @jejubyofficial TikTok account. The research instrument was tested using validity and reliability tests, while data analysis was conducted using simple linear regression with a correlation coefficient (R) value of 0.711 in the strong category. The coefficient of determination (R²) value of 0.506 indicates that 50.6% of purchasing decisions are influenced by TikTok content, while 49.4% are influenced by other factors. The research results for TikTok content had an average of 3.47, while purchase decisions had an average of 3.54. The research results indicate that there is a significant influence between Jejuby's TikTok content and its followers' purchase decisions. This means that content packaged in a relevant manner and aligned with the brand's identity can influence consumers' decisions to purchase Jejuby products.

In the development of technology like now Korean culture is quite dominating the market, not only the Indonesian market but the international market. Various kinds of products from South Korea dominate the world market ranging from fashion, makeup, skincare and culture. In its intelligence in managing exports to neighboring countries, South Korea has received international attention regarding its fall and rise in economic history, or it can be known as the “Asian Tiger”.  The method used in this research is a descriptive research method that describes, records and obtains information on the current situation. The phenomenon that exists today occurs because of globalization. South Korea has intelligence in managing the economic sector so that it is able to join the World Economic Development Organization or known as the OECD. In this phenomenon that occurs, it is very good to be studied by the younger generation as an effort to prevent negative impacts that are very easy to occur in the next generation of Indonesia.

This research is a quantitative study to determine the direct influence between perceived value, hedonic value and trust on purchase intention for the Skincare brand. The benefit of research is to prove that there is a relationship between all variables. Data collection was carried out through a survey with a questionnaire in the form of a Google form. The population in this study are consumers who know Skintific products and live in Jabodetabek, aged 18 years and over. There were 100 questionnaires collected. To test the validity and reliability using the Structural Equation Model (SEM). Based on the research results, 5 accepted hypotheses were found, namely perceived value has a positive influence on trust, hedonic value has a positive influence on trust, trust has a positive influence on purchase intention, perceived value has a positive influence on purchase intention and hedonic value has a positive influence on purchase intention. It is hoped that the results of this research can provide input for Skincare to develop and introduce their products on social media and provide information for each existing product, so that potential consumers and Skincare customers are interested in always having the intention to buy their products.

This study aims to examine the influence of ratings and influencer marketing on purchasing decisions for skincare products on the Shopee marketplace. This quantitative study involved 96 respondents and used multiple linear regression data analysis. The results show that ratings and influencer marketing have a significant influence. Purchasing decisions are influenced by ratings, which is the most dominant variable, meaning that the higher the rating, the greater the interest in the product. These findings emphasize the importance for sellers to maintain product and service quality to maintain high ratings and to collaborate with credible influencer marketers to strengthen their marketing strategies.

The current increasingly fierce business competition, coupled with the emergence of new businesses, has prompted businesspeople to seek ways to dominate and maintain their market share, including in the skincare and cosmetics business. The purpose of this study is to identify brand ambassadors, to identify Instagram content, to identify brand image, to partially measure the influence of Kim Soo Hyun as a brand ambassador on brand image, to partially measure the influence of Instagram content on brand image, and to simultaneously measure the influence of brand ambassadors and Instagram content on brand image. The theory used for variable X1 is brand ambassador with the dimensions of visibility, credibility, attractiveness, and power. X2 is Instagram content with the dimensions of credible, shareable, useful or fun, interesting, relevant, different, and on brand. Variable Y is brand image with the dimensions of brand identity, brand personality, brand association, brand attitude, and behavior. This study uses a quantitative approach with a survey method. The data collection technique uses a questionnaire distributed to 135 respondents who are followers of the @youbeauty_idn account. The data analysis technique used was multiple linear regression. The sampling technique used was simple random sampling. The results of this study showed that the partial effect of X1 on Y was 44.7%, the partial effect of X2 on Y was 70.5%, and the simultaneous effect of X1 and X2 on Y was 71.8%, with the remaining 28.2% being influenced by factors outside the variables.  

This research aims to analyze the influence of brand image, product quality, and brand ambassador Lee Min Ho on consumer buying interest in Azarine sunscreen products in Kediri city district. This study uses a quantitative method with an associative approach. The sampling method employed is Non-Probability Sampling with purposive sampling technique. In this study, data collection was conducted using a questionnaire distributed to 130 respondents. The analytical techniques used in this research include validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, t-test (partial), F-test (simultaneous), and coefficient of determination test (R2) analyzed using SPSS 26 software. The results show that partially, the brand image variable does not have a significant effect on buying interest, indicated by a significance value of 0.555 > 0.05. The product quality variable partially has a significant effect on purchase interest with a significance value of 0.041 < 0.05, and the brand ambassador variable partially has a significant effect on purchase interest with a significance value of 0.000 < 0.05. Simultaneously, brand image, product quality, and brand ambassador have a positive and significant effect on purchase interest for Azarine sunscreen products in Kediri city district, with a significance value of 0.000 < 0.05. The coefficient of determination value of 0.581 indicates that 58.1% of the variation in consumer purchase interest can be explained by the three variables: brand image, product quality, and brand ambassador, while the remaining 41.9% is influenced by other external factors outside these variables.