GEN Z CUSTOMER PERCEPTION OF SCARLETT SKINCARE PRODUCTS: A HEALTH BELIEF MODEL ANALYSIS

Abstract

Skincare has now become a primary need in all segments of society, particularly among women. SCARLETT is one of the most commonly used skincare products. SCARLETT is being used for a variety of purposes. The purpose of this study is to better understand the customer's communication experiences. The data for this study were gathered through in-depth interviews with five informants who used SCARLETT products, employing a qualitative technique. This study's research methodologies include descriptive qualitative and the interpretivism paradigm.