Brand Image as a Marketing Strategy for Local Skincare Products
DOI:
https://doi.org/10.59247/bim.v2i2.286Keywords:
Celebrity Endorsement, Social Media Marketing, Brand Image, Skincare, Purchase DecisionAbstract
This study aims to analyze the influence of brand image as a marketing strategy for local skincare products. In the digital era, social media has become one of the effective marketing tools to build and strengthen brand image among consumers. In addition, celebrity endorsement is also believed to provide added value to brand image because celebrities have a significant influence in shaping consumer perception and interest in a brand. This study uses a survey method involving respondents who actively follow a particular brand's social media and have an interest in products endorsed by celebrities. The results of the analysis show that social media marketing has a significant positive influence on brand image, especially when the content presented is relevant, interactive, and able to increase consumer engagement. In addition, celebrity endorsement also provides a positive contribution to brand image, especially when the selected celebrity has high credibility and an image that is in line with brand values. The findings of this paper contribute to seeing the combination of social media marketing strategies and celebrity endorsements as effective in building a strong and attractive brand image for consumers.
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