LOCAL COSMETICS MARKETING STRATEGY BASED ON DIGITIZATION TO BOOST SALES

Silvia Ekasari

Authors

Silvia Ekasari Manajemen Bisnis Indonesia

Keywords:

Digital Marketing, Local Cosmetic Products, Sales Strategy, Social Media, Search Engine Optimization.

Abstract

In today's digital age, local cosmetics marketing strategies face challenges as well as opportunities. The research aims to develop digitization-based marketing strategies to increase sales of local cosmetic products. This research uses a qualitative approach to the study of literature. The findings show that digital marketing, through the use of social media, search engine optimization (SEO), and content marketing, plays a major role in increasing brand awareness and product sales. Other strategies such as influencer marketing, email campaigns, and affiliate marketing also proved effective in attracting and retaining consumers. Furthermore, personalization and unique customer experiences are key to creating added value for local cosmetic products in a competitive market. The research concluded that integrating comprehensive digital marketing strategies, coupled with an in-depth understanding of consumer preferences and market trends, can significantly boost sales of local cosmetic products.

References

Afianti, Y., Ramadhani, N. A., Rahmi, A. R., & Madiistriyanto, H. (2023). Pemasaran Digital Efektif Dalam Platform Tokopedia: Studi Kasus. Journal Of Comprehensive Science (Jcs), 2(7), 1324-1328.

Anam, K. (2013). Strategi Pemasaran dan implementasinya dalam lembaga pendidikan. Ta'allum: Jurnal Pendidikan Islam, 1(2), 159-170.

Aprile, M. C., Caputo, V., & Nayga Jr, R. M. (2016). Consumers’ preferences and attitudes toward local food products. Journal of food products marketing, 22(1), 19-42.

Arora, K., & Faisal, M. (2022). The Use of Data Science in Digital Marketing Techniques: Work Programs, Performance Sequences and Methods. Startupreneur Business Digital (SABDA Journal), 1(2), 143-155.

Atmaja, H. E., & Novitaningtyas, I. (2021). Analisis Aspek Pemasaran UMKM di Masa Resesi Global Dampak dari Pandemi Covid-19. Jurnal Ilmiah Poli Bisnis, 1-11.

Atmoko, T. P. H. (2018). Strategi pemasaran untuk meningkatkan volume penjualan di Cavinton Hotel Yogyakarta. Journal of Indonesian Tourism, Hospitality and Recreation, 1(2), 83-96.

Bapat, S. (2018). Digitalization in Marketing.

Budiarti, R. R. A. M., Simanjuntak, M., & Nurhayati, P. (2022). ONLINE SHOPPING: ANALYSIS OF THE INFLUENCE OF ETHNOCENTRISM ON PURCHASE INTENTION IN LOCAL COSMETICS. Jurnal Ilmu Keluarga & Konsumen, 15(3), 278-288.

Buiak, L., Hryhorkiv, M., Hryhorkiv, V., Bashutska, O., & Pryshliak, K. (2023). Computer Modeling of the Economy Dynamics of Ukraine, Taking into Account the Socio-Economic Clustering of Society. Journal of Information Technology Management, 15(4), 64-79.

Ciu, E., & Wijayanti, C. A. (2024). The Role of Consumer Ethnocentrism, Perceived Quality, Perceived Price, and Perceived Brand Image on Willingness to Buy Erigo Clothing. Klabat Journal of Management, 5(1), 49-71.

Cortez, R. M., Clarke, A. H., & Freytag, P. V. (2021). B2B market segmentation: A systematic review and research agenda. Journal of Business Research, 126, 415-428.

Fadhilah, N. A., Putra, P., Rahmawati, R., & Basri, H. (2021). Optimalisasi Umkm Dalam Pemanfaatan Teknologi Digital Di masa Pandemi Covid-19 di lingkungan Kecamatan Cibitung, Kabupaten Bekasi. Devosi, 2(2), 26-30.

Fernández-Ferrín, P., Calvo-Turrientes, A., Bande, B., Artaraz-Miñón, M., & Galán-Ladero, M. M. (2018). The valuation and purchase of food products that combine local, regional and traditional features: The influence of consumer ethnocentrism. Food Quality and Preference, 64, 138-147.

Fudholi, A., & Satibi, S. (2011). THE INFLUENCE OF LOCAL AND FOREIGN ENDORSERS’CREDIBILITY AND ATTRACTIVENESS IN COSMETICS ADVERTISEMENTS ON CONSUMER PERCEPTIONS AND PURCHASE DECISIONS. Jurnal Manajemen dan Pelayanan Farmasi (Journal of Management and Pharmacy Practice), 1(2), 89-93.

Giovannucci, D., Barham, E., & Pirog, R. (2010). Defining and marketing “local” foods: Geographical indications for US products. The journal of world intellectual property, 13(2), 94-120.

Handayani, L. S., & Hidayat, R. (2022). Pengaruh kualitas Produk, Harga, dan Digital Marketing Terhadap Kepuasan Pelanggan Produk MS Glow Beauty. IKRAITH-EKONOMIKA, 5(2), 135-145.

Hardjosubroto, R., Rahardja, U., Santoso, N. A., & Yestina, W. (2020). Penggalangan Dana Digital Untuk Yayasan Disabilitas Melalui Produk UMKM Di Era 4.0. ADI Pengabdian Kepada Masyarakat, 1(1), 1-13.

Heyvaert, M., Hannes, K., & Onghena, P. (2016). Using mixed methods research synthesis for literature reviews: the mixed methods research synthesis approach (Vol. 4). Sage Publications.

Himki, A., Ramadhan, T., Durachman, Y., & Pramono, E. S. (2022). Digital business entrepreneurship decisions: An e-business analysis (a study literature review). Startupreneur Business Digital (SABDA Journal), 1(1), 107-113.

Johnson, G. A., & Vindrola-Padros, C. (2017). Rapid qualitative research methods during complex health emergencies: A systematic review of the literature. Social Science & Medicine, 189, 63-75.

Kovalenko, M., Nakisko, O., Rudenko, S., Khloponina-Gnatenko, O., Horkovenko, I., & Maliy, O. (2023). State Regulation Improvement of the Military-Industrial Complex Development in Ukraine in Terms of Transition to Modern Information Technologies. Journal of Information Technology Management, 15(4), 18-46.

Lailiyah, N. I. (2023). Literature Review: KOL Marketing sebagai Strategi Pemasaran Digital di Era Sosial 5.0. Jurnal Informatika Ekonomi Bisnis, 1055-1058.

Lissitsa, S., & Kol, O. (2016). Generation X vs. Generation Y–A decade of online shopping. Journal of retailing and consumer services, 31, 304-312.

Mandasari, D. J., Widodo, J., & Djaja, S. (2019). Strategi Pemasaran Usaha Mikro, Kecil Dan Menengah (Umkm) Batik Magenda Tamanan Kabupaten Bondowoso. JURNAL PENDIDIKAN EKONOMI: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi Dan Ilmu Sosial, 13(1), 123-128.

Pathak, G., & Nichter, M. (2021). Cleanups, confidence, and cosmetics: marketing beauty in India. Journal of Consumer Culture, 21(3), 411-431.

Sari, S. P. (2020). Strategi meningkatkan penjualan di era digital. Scientific Journal Of Reflection: Economic, Accounting, Management and Business, 3(3), 291-300.

Savytska, N., Babenko, V., Chmil, H., Priadko, O., & Bubenets, I. (2023). Digitalization of Business Development Marketing Tools in the B2C Market.

Shpak, N., Kuzmin, O., Dvulit, Z., Onysenko, T., & Sroka, W. (2020). Digitalization of the marketing activities of enterprises: Case study. Information, 11(2), 109.

Sihombing, N. (2022). The importan product quality for satisfaction and loyality. PERSPEKTIF: Sudut Pandang Lintas Pengetahuan, 1(1), 756-760.

Sijabat, P. I., Yuhandri, Y., Nurcahyo, G. W., & Sindar, A. (2020). Algoritma Backpropagation Prediksi Harga Komoditi terhadap Karakteristik Konsumen Produk Kopi Lokal Nasional. Digital Zone: Jurnal Teknologi Informasi Dan Komunikasi, 11(1), 96-107.

Sirajuddin, R. S. B., Senathirajah, A. R. B. S., & Haque, R. (2023). Marketing Mix Influence on Consumer Buying Behavior: A Case Study on the Cosmetics Industry. International Journal of Professional Business Review, 8(5), e01499-e01499.

Steenkamp, J. B. E., & Ter Hofstede, F. (2002). International market segmentation: issues and perspectives. International journal of research in marketing, 19(3), 185-213.

Sudirjo, F., Purwati, T., Widyastuti, W., Budiman, Y. U., & Manuhutu, M. (2023). Analisis Dampak Strategi Pemasaran Digital dalam Meningkatkan Loyalitas Pelanggan: Perspektif Industri E-commerce. Jurnal Pendidikan Tambusai, 7(2), 7524-7532.

Syukron, S., Zarkasih, A., Nasution, S. L. A., Siregar, M. R., & Munthe, R. S. (2022). Strategi Pemasaran Produk Di Era Digital Pada UMKM. COMSEP: Jurnal Pengabdian Kepada Masyarakat, 3(2), 159-164.

Vadana, I. I., Torkkeli, L., Kuivalainen, O., & Saarenketo, S. (2020). Digitalization of companies in international entrepreneurship and marketing. International Marketing Review, 37(3), 471-492.

Wahyudi, W., Mukrodi, M., Sugiarti, E., Marayasa, I. N., & Mawardi, S. (2022). Mengenal Pemasaran Digital Dan Market Place: Solusi Meningkatkan Penjualan di Masa Pandemi Covid-19. Jurnal PKM Manajemen Bisnis, 2(1), 44-53.

Watini, S., Latifah, H., Rudianto, D., & Santoso, N. A. (2022). Adaptation of Digital Marketing of Coffee MSME Products to Digital Transformation in the Era of the Covid-19 Pandemic. Startupreneur Business Digital (SABDA Journal), 1(1), 23-32.

Werdani, R. E., Kurniawati, N. I., Sukoco, J. B., Windriya, A., & Iskandar, D. (2020). Pelatihan pemasaran produk homemade melalui sosial media. JPPM (Jurnal Pengabdian Dan Pemberdayaan Masyarakat), 4(1), 1-5.

Widyanto, H. A., & Agusti, C. R. (2020). Beauty influencer in the digital age: How does it influence purchase intention of generation Z?. Jurnal Manajemen dan Pemasaran Jasa, 13(1), 1-16.

Wiraputra, A. L., & Pristica, B. (2023). Representasi Keanekaragaman Perempuan Indonesia dalam Produk Kosmetik Lokal. Jurnal Ilmu Komunikasi Dan Media Sosial (JKOMDIS), 3(3), 866-873.

LOCAL COSMETICS MARKETING STRATEGY BASED ON DIGITIZATION TO BOOST SALES

Authors

Keywords:

Abstract

References

Downloads

Published

Issue

Section

License

all menu