Wardani, Nuril Kusuma and Daniar, Aninditya (2021) PENGARUH DIGITAL MARKETING INSTAGRAM PADA KEPUTUSAN MEMBELI PRODUK SKINCARE SAAT PANDEMI. In: Seminar Nasional Desain (SNADES) 2021 : Kebangkitan desain dan new media, Surabaya.

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The Covid-19 pandemic has changed various aspects of life in society, one of which is the economy and lifestyle. The existence of social restrictions & social distancing has changed the pattern of buying and selling in the community to be digital transaction. Along with the development of technology, digital marketing, especially promotions on social media Instagram, is developing and continuing to rise during the COVID-19 pandemic. One that is becoming a trend in the community is concern for skin health and beauty, so the skincare market has become one of the main commodities in online market. Various kinds of strategies are used by sellers to promote skincare products to consumers, and various factors that encourage consumers to make buying decisions. This study uses a descriptive qualitative method with a systematic literature review technique as a way of collecting data. This study aims to determine the categories in digital marketing on Instagram and the factors that influence the decision to buy products, especially the purchase of skin care products during the pandemic. The results of this study can be used as consideration for skincare entrepreneurs & UMKM in carrying out their digital marketing strategies in an effort to survive the COVID-19 pandemic. Keywords digital marketing, buying decisions, skincare products, pandemic covid-19

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products
P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media
Divisions: Conference/Seminar > Seminar Nasional Desain (SNADES) 2021
Depositing User: Fatchullah Fatchullah
Date Deposited: 13 Oct 2021 08:51
Last Modified: 13 Oct 2021 08:51

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