SWIPE UP TO GLOWING : STRATEGI JITU MARKETING CONTENT DAN INFLUENCER MARKETING DALAM MERAIH MINAT BELI KONSUMEN SKINCARE DI MEDIA SOSIAL
Abstract
The development of the skincare industry is currently increasingly rampant and has become a consumer need for consumers in maintaining their skin health. Its existence in the marketing world is currently trending because it follows the rapid development of digitalization by using social media as a medium to develop effective digital marketing. The purpose of this study is to analyze the influence of the contribution of Marketing Content and the effect of using Influencer Marketing in increasing consumer Buying Interest in skincare businesses on social media. This study used 250 respondents of skincare users in the city of Makassar, both women and men, by considering several deeper criteria related to Marketing Content in marketing skincare products and utilizing Influencer Marketing in marketing on social media. Data collection used a questionnaire based on a Likert scale with 5 scales. The data obtained were analyzed using the Partial Least Square–Structural Equation Model (PLS-SEM) and the data processing process used SmartPLS version 4. The results of this study indicate a positive and significant influence of the use of Marketing Content and Influencer Marketing on consumer Buying Interest in skincare on social media with target consumers in the city of Makassar. It can be stated that Marketing Content can contribute well to Influencer Marketing used by skincare businesses to increase consumer relationships and Buying Interest in the community towards skincare on social media.
References
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Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic management journal ,20 (2), 195 - 204
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Jumhur, A. A. (2019). Effect of beauty vlogger testimonial (review) on consumer interest (viewers) on cosmetic products. JOBS (Journal Of Business Studies), 5(2), 149-156.
Juliana, R., Bakar, R. M., & Hamid, A. N. (2023). Pengaruh Intensitas Penggunaan Media Sosial Tiktok Terhadap Perilaku Konsumtif Pada Mahasiswi. PESHUM: Jurnal Pendidikan, Sosial dan Humaniora, 2(6), 1067-1079 .
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Pashaei, H. (2020). Users' perception of Influencers credibility on Instagram and their purchase intention regarding product recommendations by Influencers (Doctoral dissertation, Université d'Ottawa/University of Ottawa).
Salsabila, F., & Fitria, S. (2023). ANALISIS PERKEMBANGAN BISNIS SKINCARE DENGAN MENGGUNAKAN LIVE STREAMING TIK TOK SEBAGAI MEDIA PROMOSI (Studi Pada Brand Skincare Lokal Alldays). Diponegoro Journal of Management, 12(6).
Shadiq, M. A., Erwin, E., Chandra, F. L., Tjan, T., & Poaler, A. (2025). INSTAGRAM-ABLE ATAU LOYAL PERAN BRAND AWARENESS & BRAND IMAGE DALAM MENENTUKAN RE-USE INTENTIONS PENIKMAT KOPI. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 2686-2705.
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Siregar, A. I. (2024). Digital Marketing Dalam Menghadapi Persaingan Bisnis di Era Digital: Kajian Konseptual. Jurnal Ilmiah Universitas Batanghari Jambi, 24(3), 2921-2930.
Suciawan, A. G., Djuranovik, E., Pradana, M. C., & Erwin, E. (2025). INSTAGRAM FILTERS FOR THE FASHION INDUSTRY: THE MEDIATING ROLE OF PURCHASE INTENTION ON CUSTOMER ENGAGEMENT. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 1256-1272.
Zhang, X., & Dong, F. (2020). Why do consumers make green purchase decisions? Insights from a systematic review International journal of environmental research and public health,17(18),6607.
Adinugraha, H. H., Maisaroh, A., & Hidayatullah, R. (2021). Analisis Strategi Pemasaran Melalui Digital Marketing Dalam Meningkatkan Omzet Penjualan Batik (Studi Kasus Buaran Batik Center Pekalongan). Teknik: Jurnal Ilmu Teknik Dan Informatika, 1(2), 74- 82.
Adirinekso, G. P., Judijanto, L., Erwin, E., Arifin, Y., Simanjuntak, E. R., Wibowo, E., ... & Kusumastuti, S. Y. (2024). Bisnis Dan Ekonomi Digital: Sebuah Transformasi Ekonomi yang Dipengaruhi Dunia Digital. PT. Sonpedia Publishing Indonesia.
Aljukhadar, M., Bériault Poirier, A., & Senecal, S. (2020). Imagery makes social media captivating! Aesthetic value in a consumer-as-value-maximizer framework. Journal of Research in Interactive Marketing, 14(3), 285-303
Bastrygina, T., Lim, W. M., Jopp, R., & Weissmann, M. A. (2024). Unraveling the power of social media influencers: Qualitative insights into the role of Instagram influencers in the hospitality and tourism industry. Journal of Hospitality and Tourism Management, 58, 214-243.
Chen, S. (2022). Pengaruh Influencer Kecantikan Dan Citra Merek Terhadap Minat Membeli. Jurnal Keuangan dan Bisnis, 20(2), 18-32.
El-zoghby, N., Elsamadicy, A., & Negm, E. (2021). Measuring the impact of social media advertising content on consumers’ purchasing intention towards health and beauty products online. مجلة جامعة الإسکندرية للعلوم الإدارية, 58(2), 159-192.
Erwin, E., Suade, Y. K. M., & Poernomo, W. (2021). Analyzing digital marketing, green marketing, networking and product innovation on sustainability business performance, silk cluster in Polewali-Mandar, west Sulawesi. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(3), 2850-2871.
Erwin, E., Ardyan, E., & Putra, S. D. (2022). SOCIAL MEDIA MARKETING TRENDS: INFLUENCERS'ACCOUNTS FOR SMES PRODUCT MARKETING. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(3), 1949-1958.
Erwin, E., Suade, Y. K. M., Tanesia, C. Y., Sharon, S., & Maichal, M. (2023). Customer Engagement Usaha Kuliner; Kontribusi Marketing Content dan Efek Viral Marketing Campaigns. INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 6(3), 383-397.
Erwin, E., Suade, Y. K. M., & Alam, N. (2023, May). Social Media Micro-enterprise: Utilizing Social Media Influencers, Marketing Contents and Viral Marketing Campaigns to Increase Customer Engagement. In International Conference of Economics, Business, and Entrepreneur (ICEBE 2022) (pp. 578-593). Atlantis Press.
Erwin, E., Subagja, A. D., Masliardi, A., Hansopaheluwakan, S., Kurniawan, S. D., Darmanto, E. B., & Muksin, N. N. (2023). Bisnis Digital: Strategi dan Teknik Pemasaran Terkini. PT. Green Pustaka Indonesia.
Erwin, H. M., Jilbert, J., & Sanusi, A. (2024). Informative or Persuasive: Which Type of Marketing Content Can Best Foster Co-Creation in MSMEs?. In Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023) (Vol. 279, p. 188). Springer Nature.
Erwin, E., Suade, Y. K. M., & Putra, S. D. (2024). ALAT KOMUNIKASI DIGITAL: KONTRIBUSI KONTEN DALAM MENINGKATKAN KO-KREASI USAHA MIKRO KECIL MELALUI MEDIASI KAMPANYE VIRAL. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(3), 74-91.
Erwin, E., Van Marsally, S., Nugroho, M. A., & Suryaningtiyas, Y. D. (2025). Buku Ajar Social Media Marketing Analytics. PT. Sonpedia Publishing Indonesia.
Erfiana, W., & Purnamasari, D. (2023). Strategi Pemasaran Konten Influencer Melalui Program Afiliasi Shopee Di Instagram. Jurnal Ilmiah Komunikasi Makna , 11 (2), 134-151.
Ewers, N. L. (2017). Sponsored–Influencer Marketing on Instagram: An Analysis of the Effects of Sponsorship Disclosure, Product Placement, Type of Influencer and their Interplay on Consumer Responses (Master's thesis, University of Twente).
Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2021). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the academy of marketing science ,40, 414 – 433.\
Huda, I. U. H., Karsudjono, A. J., & Darmawan, R. D. (2024). Pengaruh content marketing dan lifestyle terhadap keputusan pembelian pada usaha kecil menengah di media sosial. Al- Kalam: Jurnal Komunikasi, Bisnis Dan Manajemen, 11(1), 69-81.
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic management journal ,20 (2), 195 - 204
Irianto, D. R. (2021). Pengaruh Content Marketing dan Brand Image terhadap minat beli produk mitra Bukalapak: Studi pada konsumen mitra Bukalapak di Kota Malang (Doctoral dissertation, Universitas Islam Negeri Maulana Malik Ibrahim).
Jumhur, A. A. (2019). Effect of beauty vlogger testimonial (review) on consumer interest (viewers) on cosmetic products. JOBS (Journal Of Business Studies), 5(2), 149-156.
Juliana, R., Bakar, R. M., & Hamid, A. N. (2023). Pengaruh Intensitas Penggunaan Media Sosial Tiktok Terhadap Perilaku Konsumtif Pada Mahasiswi. PESHUM: Jurnal Pendidikan, Sosial dan Humaniora, 2(6), 1067-1079 .
Kurniawan, D. M. (2023). Pengaruh Beauty Influencer Tiktok Terhadap Keputusan Pembelian Kosmetik Maybelline New York (Studi pada Penonton Video TikTok Laura Siburian). Universitas Lampung.
Leli, N., Nurhadiah, N., Handayani, R. T., & Suhairi, S. (2023). Pemanfaatan Media Sosial sebagai Alat Komunikasi Massa dalam Memperluas Jangkauan dan Meningkatkan Interaksi dengan Konsumen. Jurnal Mirai Management, 8(2), 436-444.
Mahfud, M. A. G., & Soltes, V. (2016). Effect of e-service quality on consumer interest buying (Case study on the website Korean denim). IOSR J. Econ. Finance, 7(4), 61-67
Ngadimen, A. N., & Widyastuti, E. (2021). Pengaruh social media marketing, online customer review, dan religiusitas terhadap keputusan pembelian konsumen shopee di masa pandemi Covid-19 dengan minat beli sebagai variabel intervening. Journal of Management and Digital Business, 1(2), 122-134.
Okonkwo, I., & Namkoisse, E. (2023). The Role of Influencer Marketing in Building Authentic Brand Relationships Online. Journal of Digital Marketing and Communication, 3(2), 81- 90..
Pashaei, H. (2020). Users' perception of Influencers credibility on Instagram and their purchase intention regarding product recommendations by Influencers (Doctoral dissertation, Université d'Ottawa/University of Ottawa).
Salsabila, F., & Fitria, S. (2023). ANALISIS PERKEMBANGAN BISNIS SKINCARE DENGAN MENGGUNAKAN LIVE STREAMING TIK TOK SEBAGAI MEDIA PROMOSI (Studi Pada Brand Skincare Lokal Alldays). Diponegoro Journal of Management, 12(6).
Shadiq, M. A., Erwin, E., Chandra, F. L., Tjan, T., & Poaler, A. (2025). INSTAGRAM-ABLE ATAU LOYAL PERAN BRAND AWARENESS & BRAND IMAGE DALAM MENENTUKAN RE-USE INTENTIONS PENIKMAT KOPI. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 2686-2705.
Shadrina, R. N., & Yoestini, Y. (2022). Analisis pengaruh content marketing, influencer, dan media sosial terhadap keputusan pembelian konsumen (Studi pada pengguna Instagram dan Tiktok di Kota Magelang). Diponegoro Journal of Management, 11(2).
Siregar, A. I. (2024). Digital Marketing Dalam Menghadapi Persaingan Bisnis di Era Digital: Kajian Konseptual. Jurnal Ilmiah Universitas Batanghari Jambi, 24(3), 2921-2930.
Suciawan, A. G., Djuranovik, E., Pradana, M. C., & Erwin, E. (2025). INSTAGRAM FILTERS FOR THE FASHION INDUSTRY: THE MEDIATING ROLE OF PURCHASE INTENTION ON CUSTOMER ENGAGEMENT. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 1256-1272.
Zhang, X., & Dong, F. (2020). Why do consumers make green purchase decisions? Insights from a systematic review International journal of environmental research and public health,17(18),6607.
Published
2025-07-15
How to Cite
Wulandari, R., Arnold, J. A. A., Couwandy, M., Niodilt, M. S. A. K. S., & Erwin, E. (2025). SWIPE UP TO GLOWING : STRATEGI JITU MARKETING CONTENT DAN INFLUENCER MARKETING DALAM MERAIH MINAT BELI KONSUMEN SKINCARE DI MEDIA SOSIAL. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(2), 1534-1558. https://doi.org/10.31955/mea.v9i2.5804
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