ANALISIS STRATEGI PEMASARAN PADA KEPUTUSAN PEMBELIAN BEAUTY SKINCARE STUDI KASUS: BENING’S CLINIC

Abstrak

This study aims to analyse the application of marketing strategies on purchasing decisions for skin care products at Bening’s Clinic. The growing beauty industry in the digitalization era forces companies to adopt innovative and effective marketing strategies to attract consumer’s attention. Bening’s Clinic, as one of the major players in the industry, utilises various marketing strategy elements, such as market segmentation, brand ambassadors, and social media, to build astrong brand image and increase consumer purchase intentions. Factors such as service quality, ease of access, brand reputation, and social recommendations were found to play a significant role in purchase decisions. Using a qualitative approach supported by literature data, this study found that effective marketing strategies can strengthen Bening’S Clinic competitiveness in a competitive market. The results of this study are expected to provide new insights for beauty industry players in designing marketing strategies that are oriented towards consumer needs.