NAVIGATING BEAUTY TRENDS: AN ANALYSIS OF INFLUENCER MARKETING STRATEGIES IN THE INDONESIAN BEAUTY INDUSTRY AND HOW IT IMPACTS PURCHASING DECISION

• Main Author: Terrania Rachman, Nadira
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85788
• Institution: Institut Teknologi Bandung

It’s necessary for brands to continuously update their marketing strategies according to the rapidly changing technology. Indonesia, one of the most populated countries in the world, is no exception to this rule. The purpose of this research is to analyze the influencer marketing strategies employed by beauty brands in Indonesia and their impact on purchasing decisions. Moreover, this study will also reveal what factors result in people not being influenced by influencer marketing. As well as the types of content that can affect consumers’ purchase decisions most. Through a collection of qualitative data in the form of an online survey, this study explores the effectiveness of various influencer tactics. This research looks at the quickly changing world of influencer marketing. By studying this area, the findings are able to give useful advice and direction. Beauty brands that want to improve their influencer marketing strategies and build stronger connections with consumers in Indonesia can benefit greatly from the guidance provided by these findings. The research used a survey with 157 people to look at how influencer marketing affects purchasing decisions for beauty products in Indonesia. The survey found that influencer marketing strategies positively impact what consumers buy. Influencers help build trust in brands and give useful product information that guides purchases. Beauty brands can use influencer marketing to better connect with consumers and build credibility. The study shows influencers play a key role in shaping purchasing habits. It provides insights for optimizing influencer marketing to appeal to Indonesian beauty consumers.