IMPLEMENTATION OF CONSUMER-TO-CONSUMER STRATEGY IN E-COMMERCE MARKETING SKINTIFIC SKINCARE PRODUCTS

Authors

  • Eva Ramayanti Faculty of Economics and Business, University of Labuhanbatu
  • Pristiyono Faculty of Economics and Business, University of Labuhanbatu
  • Budi Febriani Faculty of Economics and Business, University of Labuhanbatu

Abstract

Skincare in today's era is very attractive for every businessman. Where nowadays a lot of women use skincare or beauty products for skin care. Likewise with skincare brands that are sold officially in the marketplace. With this, the purpose of this study focuses on skincare sales in e-commerce and to find out how many skincare users, especially skintific skincare in Labuhanbatu Raya. in this data collection was obtained by distributing questionnaires and the population taken was around 783 thousand which was obtained from the number of skintific's official Instagram social media followers and the sample I used was 200 respondents. The data analysis used is smartpls 4.0 software used to test the hypothesis. The conclusion of this study reveals that celebrity endorsers, live shopping and social media have a significant effect on competitive advantage. Where in the hypothesis test the result is reliability.

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Published

2024-07-01

Issue

Vol. 4 No. 1 (2024): PROCEEDINGS INTERNATIONAL SEMINAR ON ACCOUNTING SOCIETY

Section

Articles