Pengaruh Promosi Media Sosial dan Implikasinya terhadap Brand Image Produk Skincare pada Generasi Z
Year: 2025
Type: article
Abstract: This study aims to determine the effect of TikTok social media promotion on Skintific's beauty brand image among Gen Z in Jakarta. Social media has become an important tool in marketing strategies, especially TikTok, which is popular among Gen Z. This platform makes it easy for companies to reach consumers through its live streaming feature. TikTok has become one of the main platforms utilised by companies, including beauty brands such as Skintific, to maintain and enhance their brand image among Gen Z. TikTok social media promotions via live streaming can strengthen relationships with consumers, build brand loyalty, disseminate information more effectively, and increase the appeal of beauty products among Gen Z. Studi ini ingin mengetahui pengaruh promosi media sosial TikTok terhadap brand image Skintific di kalangan Generasi Z di Jakarta. Media sosial menjadi alat penting dalam strategi pemasaran, terutama TikTok yang populer di kalangan Generasi Z. Platform ini memberikan kemudahan bagi perusahaan untuk menjangkau konsumen melalui fitur live streaming. TikTok menjadi salah satu platform utama yang dimanfaatkan oleh perusahaan, termasuk brand kecantikan seperti Skintific, untuk mempertahankan dan meningkatkan brand image di kalangan Generasi Z. Promosi media sosial TikTok secara live streaming terhadap brand image dapat memperkuat hubungan dengan konsumen, membangun loyalitas merek, lebih efektif dalam menyebarkan informasi, dan meningkatkan daya tarik produk kecantikan di kalangan Generasi Z.
Source: Kiwari
Authors: Ade Praestu Digdya, Ahmad Junaidi
Institution: Tarumanagara University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4414917022
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