Pengaruh Promosi Skincare Yang Dilakukan Selebgram Terhadap Keputusan Pembelian Produk Oleh Kaum Wanita Milenial
Abstract
Pengaruh promosi skincare yang dilakukan oleh selebgram terhadap keputusan pembelian produk oleh kaum wanita milenial merupakan fenomena yang signifikan di era digital saat ini. Penelitian ini bertujuan untuk mengkaji faktor-faktor yang berkontribusi terhadap dampak dari promosi selebgram, dengan fokus pada aspek psikologis dan sosial. Melalui tinjauan literatur yang komprehensif, penelitian ini menyoroti peran selebgram sebagai sumber inspirasi dan otoritas. Selain itu, penelitian ini juga mengeksplorasi faktor-faktor psikologis seperti kepercayaan dan identifikasi diri, serta faktor-faktor sosial termasuk pengaruh teman sebaya melalui media sosial. Temuan penelitian menunjukkan bahwa kaum wanita milenial yang memiliki tingkat kepercayaan tinggi terhadap selebgram dan mampu terhubung secara emosional dengan mereka cenderung lebih terpengaruh oleh promosi skincare yang dilakukan oleh selebgram. Selain itu, persepsi terhadap nilai informasi dari promosi selebgram juga memainkan peran penting dalam keputusan pembelian. Penelitian ini menekankan pentingnya pemahaman terhadap faktor-faktor psikologis dan sosial ini untuk mengembangkan strategi pemasaran yang efektif dalam industri skincare. Dengan mempertimbangkan wawasan dari penelitian ini, merek skincare dan pemasar dapat meningkatkan upaya promosi mereka dan lebih memenuhi preferensi serta kebutuhan konsumen wanita milenial.
Keywords: Pengaruh Promosi, Skincare, Selebgram, Wanita Milenial
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