CONSUMER ATTITUDES TOWARDS MARKETING COMMUNICATION STRATEGIES OF SKINCARE PRODUCTS THROUGH THE TIKTOK APPLICATION

Abstract

The purposes of this study were to study consumer attitudes toward marketing communication strategies of skincare products via the TikTok application using a qualitative research model. The study involved 12 key informants who were selected purposively. Data was collected through semi-structured interviews, and the data was analyzed using Content Analysis.

The results of the research found that: 1) Creative Advertising Strategies: This category focuses on leveraging the tools available within the TikTok application to create interesting and diverse advertising content. It involves utilizing low-level influencers or individuals to review skincare products or services and communicate engaging content to discourage consumers from skipping ads. This approach aims to create a positive perception of the advertisements. 2) Sales Strategy by Salesperson: This strategy involves advertising with clear and informative content. It emphasizes the importance of raising consumer awareness about access channels to skincare products. By doing so, it enables consumers to remember and recognize the brand, ultimately influencing their future purchase decisions and consumption of the products or services. 3) Direct Marketing and Digital Marketing Strategies: In this category, entrepreneurs use consumer inquiries or expressed opinions to create advertisements that can be directly communicated back to the consumers. This approach encourages consumers to provide advice and express more opinions through video clips, leading to a greater sense of engagement and a stronger feeling of belonging to the brand.