Prosiding Seminar Nasional Dies Natalis Universitas Negeri Makassar
Vol. 1 (2023): Prosiding Seminar Nasional UNM ke-62 2023

Dampak Pemasaran Melalui Media Sosial Pada Sikap Terhadap Merek : Studi Produk Kosmetik Pada Generasi Z Di Kota Makassar

Muhammad Ashdaq (Universitas Negeri Makassar)
Syamsu Alam (Universitas Negeri Makassar)
Valentino Aris (Universitas Negeri Makassar)
Nur Fitriayu Mandasari (Universitas Negeri Makassar)

Article Info

Publish Date
30 Jul 2023

Abstract

Marketing through social media has become a marketing strategy that is widely used by the cosmetic industry, especially with the number of consumers that continues to grow along with the number of generations. Generation z women are a potential market in this industry where they are newcomer consumers and have a relatively large number compared to other generations. The purpose of this study was to investigate the effect of implementing marketing strategies through social media on Gen Z attitudes toward cosmetic products in the city of Makassar. The research was conducted by distributing questionnaires to 288 sample respondents. The primary data collected was then processed using the linear regression method using SPSS 23 software. The results showed that marketing through social media had a positive and significant effect on positive attitudes toward cosmetic products. The results of this study imply that cosmetic companies targeting the female gen z market in Makassar City should pay attention to the right social media marketing strategy to get a positive attitude from their consumers.

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Journal Info
Prosiding Seminar Nasional Dies Natalis Universitas Negeri Makassar
Website

Abbrev

Semnasdies62

Publisher

Universitas Negeri Makassar

Subject

Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

Description

Proceedings of the 62nd Anniversary National Seminar published by Makassar State University (UNM) with the theme is "The Role of Education Based on Information & Communication Technology Literacy in Advancing Human Resources in the Era of Society 5.0". The proceedings of this seminar are ...