THE EFFECT OF PAID ADS ON SKINCARE SALES ON FACEBOOK MARKETPLACE

Arnolt Kristian Pakpahan, Kristian Chandra, Yuana Jatu Nilawati

Abstract


Globalization is an event that thins the borders between countries and involves trade, tourism, culture, knowledge, and global relations. This study uses a descriptive qualitative approach, case study, and naturalistic approach, which require humans as research subjects. Facebook failed to attract skincare customers. The results of the interview with users of the skincare product show that they use ordinary unframed photos, which makes the photos look simple and not very appealing. Furthermore, the strategy for writing the posts only uses calls to action (CTAs) without additional elements like location or links that could attract customers. The novelty in this study combines the S-O-R theory with the depth interview technique in exploring the use of social media. The implications of this study are expected to provide marketing managers with a deeper understanding of the influence of paid advertising on product sales.

Full Text:

PDF

References


Amanda Edwar, R., Lathifatul Shaliha, F., Nur Jannah Milawati Candra, A., Nafis Makruf, M., & Yusuf Nugroho, M. (2024). Hubungan Social Media Advertising dan Influencer Dalam Pengambilan Keputusan Pembelian Make Up. Jurnal Portofolio : Jurnal Manajemen Dan Bisnis, 3(2), 208–219. https://jurnalprisanicendekia.com/index.php/portofolio/article/view/272

Anneke Dwi Saputri, & Estika P Sani. (2022). Pengaruh Variasi Produk Dan Strategi Promosi Melalui Instagram Terhadap Keputusan Pembelian Pada Produk Somethinc. Jurnal Riset Manajemen Dan Akuntansi, 2(1), 7–28. https://doi.org/10.55606/jurima.v2i1.146

Elisa Febriani, Ifa Aulia Mariska, & Muhammad Farras Nasrida. (2023). Pemanfaatan Media Sosial Bagi Volume Penjualan Produk Skincare Dan Kosmetik Derr Cosmetics. CEMERLANG : Jurnal Manajemen Dan Ekonomi Bisnis, 3(2), 148–159. https://doi.org/10.55606/cemerlang.v3i2.1138

Fatmala, A. (2022). Pengaruh Review Produk Dan Iklan Sebagai Media Pemasaran Terhadap Minat Konsumen Pada Scarlet Whitening. Jurnal Gemah Ripah, 2(1), 1–18. https://aksiologi.org/index.php/gemahripah/article/view/225

Fauzi, S. I., &, & Aisyah, S. (2023). Analisis Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Konsumen pada produksi skincare dan obat herbal pada PT. PLM Jaya. Innovative: Journal Of Social Science Research, 3(5), 1512–2520. http://j-innovative.org/index.php/Innovative/article/view/4771

Luisa, A., Rangkuty, A. N. O., Zira, K., & Siregar, M. W. (2024). Analisis Wacana Persuasif Iklan Produk Kecantikan Lipstik Pada Media Youtube Edisi Produk Best Seller. Argopuro: Jurnal Multidisiplin Ilmu Bahasa, 2(1), 71–80. https://ejournal.warunayama.org/index.php/argopuro/article/view/2667

Piyoh, D. Dela, Annahli, Y. M., & Gaffar, V. (2024). Pengaruh daya tarik iklan di sosial media Instagram terhadap minat beli konsumen produk Innisfree. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 47–55. https://doi.org/10.37631/ebisma.v5i1.1021

Prasetyo, M. A., & Rahman, A. (2023). Analisis Berlangganan Iklan di Marketplace Facebook Dalam Meningkatkan Penjualan : Suatu Tinjauan Marketing Syariah pada Usaha Skincare Reglow. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 4(3), 910–918. https://doi.org/10.47065/ekuitas.v4i3.3024

Ratnasari, I., Arnu, A. P., & Hannie. (2021). Digital Marketing pada Start Up dan UMKM: Praktik Melakukan Pemasaran Berbasis Digital Menuju UMKM Tangguh, Kompetitif dan Unggul di Era Revolusi Industri 4.0 (p. 148). Absolute Media. https://www.google.co.id/books?id=-KxJEAAAQBAJ

Sitohang, L. M., Kartika, I., Gitama, G. N. D. P., & Pranata, S. (2023). Pengaruh Selebgram Endorse Dan Promosi Online TerhadapKeputusan Pembelian Skincare Npure. Jurnal Witana (JW), 01(02), 15–21. https://jurnalwitana.com/index.php/jw/article/download/14/13

Wiraputra, A. L., & Irwansyah, I. (2023). Meningkatkan Niat Beli Konsumen Melalui Pemasaran Digital: Iklan, Celebrity, Dan Influencer. JKOMDIS : Jurnal Ilmu Komunikasi Dan Media Sosial, 3(3), 739–749. https://doi.org/10.47233/jkomdis.v3i3.1267




DOI: http://dx.doi.org/10.31000/dmj.v8i4.12586

Article Metrics

Abstract - 24 PDF - 27

Refbacks

  • There are currently no refbacks.


Jurnal ini telah terindeks dalam:


googleGaruda crossref dimention


Office:
Editor of Dynamic Management Journal (DMJ) UMT, Building F, 3rd Floor, Department Management Faculty of Economics and Business, Universitiy Of Muhammadiyah Tangerang
Jl. Perintis Kemerdekaan I No.33, RT.007/RW.003, Babakan, Cikokol, Kec. Tangerang, Kota Tangerang, Banten 15118

Wa: 08567312111 (Galuh), 085716034977 (Eky)
Email: dynamic@gmail.com 

Dynamic management journal is licensed under Attribution-ShareAlike 4.0 International