Abstract:
In the last few years, the Skincare segment and the Beauty industry are experiencing
positive development in spite of the weakening in the economic industry due to the
pandemic occurred which makes this become a great potential for Local brands to
compete. However, with the raise in Social Media use, there is still a low amount
recorded for the adoption of digital marketing by businesses in Indonesia.
Particularly local skincare companies, which is still a newcomer to the competition.
In relation to that, this study was conducted to assess suitable marketing
strategies to produce simple but innovative and engaging marketing activities to
influence Generation Z's brand awareness and purchase intentions. This study
focuses on Generation Z as different from the previous studies. The researcher used
the quantitative descriptive research method using PLS-SEM to analyze data with
a total of 340 Generation Z living in Jabodetabek area with non-probability
sampling technique. The result of this study shows that all the independent
variables, Content Marketing (X1), Influencer Marketing-Beauty Influencer (X2),
and Brand Ambassador (X3) have a positive influence on Brand Awareness (Y) and
Purchase Intention (Z). The intervening variable, Brand Awareness (Y) also has a
positive influence that stimulates the Intention to Purchase from Generation Z.
Local skincare brands must take into consideration a variety of aspects before
implementing these three social media strategies, including trends and the audience
they aim to influence so that the strategy will not backfire.
