ANALYSIS OF BEAUTY PRODUCT MARKETING CONTENT ON SOCIAL MEDIA ON CONSUMER PURCHASE DECISIONS FROM A MARKETING MANAGEMENT PERSPECTIVE
Keywords:
Beauty Marketing, Instagram Marketing, Social Media, Brand Image, Cosmetics Industry, Consumer Behavior.Abstract
This article presents an in-depth analysis of marketing dynamics in the beauty sector content in Indonesia, with an emphasis on digital changes in 2020 to 2025. In saturated market conditions it has evolved into a transactional ecosystem where platforms such as TikTok and Instagram play an important role in shaping the consumer behavior of Gen Z and Millennials. Through a systematic literature review of recent publications, this article will discuss assessing the effectiveness of user-generated content strategies, influencer marketing, live streaming shopping, as well as the application of artificial intelligence. The results show that social interaction has a very significant influence on consumer trust in the brands offered. Psychological variables such as fear of missing out and understanding green marketing were found to be important ideas. This article provides managerial advice and evaluation in optimizing the combination of digital promotions in the Indonesian cosmetics market
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Copyright (c) 2026 Risalda Sarti, Novien Rinaldy (Author)
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