Strategi Pemasaran Digital Scarlett dalam Membangun Loyalitas Konsumen Generasi Z di Industri Skincare Lokal
Keywords:
digital marketing, social media, brand ambassadors, Scarlett Whitening, Generation ZAbstract
The development of social media has driven significant changes in the marketing strategy of the beauty industry, especially in reaching Generation Z as a key market segment. Generation Z is known as a digital consumer who is very active on social media and tends to rely on visual content, influencer recommendations, and public figures in determining skincare product purchasing decisions. This study aims to analyze the role of digital marketing strategies in making Scarlett Whitening one of the skincare brands that is in demand by Generation Z. The research method used is a Systematic Literature Review (SLR) by reviewing various national journal articles relevant to the topics of digital marketing, social media, brand ambassadors, and consumer behavior of Generation Z. The results of the study show that social media, especially Instagram, plays an important role in increasing brand awareness and consumer purchasing interest towards Generation Z. Inaddition, brand ambassadors are proven to be a dominant factor in shaping trust and consumers of the Scarlett brand. The research findings also show that Generation Z is more responsive to marketing strategies that are authentic, interactive, and relevant to their lifestyle. Thus, the combination of optimal social media utilization and the appropriate use of brand ambassadors is key to Scarlett's success in attracting Generation Z. This research is expected to provide theoretical contributions to digital marketing studies and serve as a practical reference for skincare industry practitioners in designing effective marketing strategies for Generation Z.
References
Andriani, R. (2022). Konten Pemasaran Dan E-Wom Pada Media Sosial Instagram Serta Pengaruhnya Terhadap Keputusan Pembelian Produk Scarlett Whitening Pada Generasi Z Di Kota Bandung (Doctoral dissertation, Universitas Komputer Indonesia).
Cahyani, E. R., Mulyono, L. E. H., & Sakti, D. P. B. (2022). PENGARUH PAID PROMOTE, SELEBGRAM ENDORSER DAN ONLINE CONSUMER REVIEW TERHADAP MINAT BELI SCARLETT WHITENING MELALUI MEDIA SOSIAL INSTAGRAM. Unram Management Review, 102.
Danardono, G. K. (2023). Pengaruh Iklan dan Brand Ambassador Terhadap Minat Beli Konsumen. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 2(4), 994-1001.
Fajriati, N. D., & Wijayanto, A. (2025). PENGARUH KOREAN WAVE DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN SKINCARE LOKAL PADA KONSUMEN INDONESIA. Bookchapter Manajemen Pemasaran, 1, 34-59.
Hardini, R., & Pratiwi, Y. (2022). The Effect of Product Quality, Brand Image, and Social Media Influencers on the Purchase Decision of Scarlett Whitening Products on Social Media Instagram in DKI Jakarta. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(2), 11869-11878.
Hidayanti, P., Farida, E., & Athia, I. (2023). Pengaruh Brand Image, Influencer, Dan Content Marketing Instagram Terhadap Keputusan Pembelian Produk Kecantikan Scarlett Whitening (Studi Kasus Pada Mahasiswa Tiga Fakultas Besar Universitas Islam Malang). E-JRM: Elektronik Jurnal Riset Manajemen, 12(02).
Inayah, A. Z., Maulida, I. S., Susanti, I., & Efendi, Y. (2024). PENGARUH CONTENT MARKETING DAN INFLUENCER MARKETING TERHADAP INTERAKSI KONSUMEN MELALUI MEDIA SOSIAL INSTAGRAM (Studi Kasus Pada Konsumen Produk Scarlett Whitening di Kabupaten Lamongan):(Studi Kasus pada Konsumen Produk Scarlett Whitening di Kabupaten Lamongan). Bisman (Bisnis dan Manajemen): The Journal of Business and Management, 7(1), 184-198.
Jannatul Afriany, K., Pemanfaatan Media Sosial untuk Membangun Loyalitas Merek di Kalangan Generasi Jannatul Afriany, S. Z., Pawiati, S., Putri, M., Rusiani, N., & Kalimantan Selatan, U. (2025). Praktek Kerja Lapang Manajemen. In PKLM (Vol. 1, Issue 2). https://journal.unusida.ac.id/index.php/pklm/
Lestari, P. A., Paramita S, N., Gunawan, D., & Puspaningrum, C. (2025). Dinamika Loyalitas Konsumen Gen Z: Peran Strategis Brand Ambassador Dan Kualitas Produk dalam Ekosistem Pemasaran Kecantikan Wardah. Jurnal Akuntansi, Manajemen Dan Ilmu Ekonomi (Jasmien), 5(03), 100–110. https://doi.org/10.54209/jasmien.v5i03.1297
MUTHIA, E. (2021). Pengaruh Celebrity Endorser (Rachel Vennya) dan Citra Merek Terhadap Minat Beli pada Produk Scarlett Whitening (Studi pada Pengguna Instagram di Kota Padang) (Doctoral dissertation, Universitas Andalas).
Najib, F. A. S., & Rusdan, J. S. PENGARUH KUALITAS PRODUK, BRAND IMAGE, DAN SOCIAL MEDIA MARKETING TERHADAP MINAT BELI ULANG PRODUK SCARLETT WHITENING PADA PENGGUNA INSTAGRAM DI KOTA MATARAM.
Pratiwi, Y., Hardini, R., & Digdowiseiso, K. (2023). The Effect of Product Quality, Brand Image and Social Media Influencer on Purchase Decision of Scarlett Whitening Product on Social Media Instagram in DKI Jakarta. Jurnal Syntax Admiration, 4(3), 529-547.
Riswanti Debih Janita + Wibowo Dedi. (2025). PERAN INSTAGRAM DAN BRAND AMBASSADOR DALAM MENINGKATKAN MINAT BELI GENERASI Z UNTUK SCARLETT WHITENING DI SHOPEE JABODETABEK. Jurnal Ilmiah M Progress, Vol. 15, 1–12. file:///C:/Users/USER/Downloads/1469-Article%20Text-3645-1-10-20250701%20(1).pdf
Wigati, V. I. (2023). Pengaruh Efektivitas Social Media Marketing dan Brand Awareness terhadap Keputusan Pembelian Scarlett Whitening/Vania Indah Wigati/26190149/Pembimbing: Tumpal JR Sitinjak.
