Analisis Pemanfaatan Media Sosial Instagram dalam Strategi Pemasaran Produk Skincare Scarlett Whitening

Pudya Setia Wardana; Nazwar Priatama Budiansyah; Erwin Permana; Dian Riskarini

doi:10.51903/j8n4rv06

Authors

Pudya Setia Wardana Universitas Pancasila
Nazwar Priatama Budiansyah Universitas Pancasila
Erwin Permana Universitas Pancasila
Dian Riskarini Universitas Pancasila

DOI:

https://doi.org/10.51903/j8n4rv06

Keywords:

Instagram, Social Media, Purchase Intention, Marketing Strategy, Scarlett Whitening

Abstract

Instagram, as a social media platform, is utilized by the skincare brand Scarlett Whitening in this study to explore its marketing strategies. Secondary data are applied descriptively and qualitatively in this research. The findings indicate that Scarlett’s success in Indonesia’s beauty market is not solely attributed to its product quality but also to the significant impact of Instagram on its digital marketing efforts. The combination of engaging visual content, collaborations with influencers, interactive features, and the optimal use of Instagram Shop and Ads has enabled Scarlett to stand out among both local and international competitors. Through consistent and innovative digital marketing, Scarlett has established itself as a local brand with a strong and impressive image, ready to compete on the global stage. The study concludes that Instagram advertising strategies have effectively increased consumer engagement and strengthened Scarlett’s position within the beauty industry

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