Articles

Founder’s Personal Branding as Proposed Strategy for a Cost-Efficient Marketing Strategy (A Case Study of Skin Game)

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Skin Game is an Indonesian indie beauty brand that launched on 2020. Skin Game’s sales channel focused on majority of online channels and a part of offline channels. Based on external and internal analysis, it is a matter of fact that Indonesian beauty industry keeps on rising from year to year. Indonesian consumers are interested in purchasing and using beauty products sourced from local brands. However, although the market shows a good potential, however Skin Game’s profitability keeps on dropping from year to year. In order to gather primary, qualitative research is being done such as interview with brand manager and account. Also, a focus group discussion with Skin Game consumers also being done. Moreover, to gather secondary data, books and research journals are being used. In conclusion, Skin Game’s profitability remains questionable although the beauty industry shows positive potential throughout the year. Hence, in order to survive the tight competition, Skin Game needs to re-evaluate the cause of its downturn profitability.

The Influence of Augmented Reality on Purchase Intentions through Consumers of Madame Gie Products

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Beauty products are needed by every individual, with various types of products offered, including quality, price, brand, and packaging. Therefore, the Purchase intentions of beauty products are very diverse. Madame Gie is one of the beauty product brands that has plunged into the use of Augmented Reality to make it easier for consumers to choose product variances. This study aims to determine and analyze the effect of Augmented Reality experiences on the purchase intention of Madame Gie products in Bandung, with Consumers’ Control as an intervening variable. This study uses a quantitative approach with a questionnaire through Google Form of 385 samples and analyzed by the Smart-PLS statistical program based on this research, the AR experience positively influences consumer Purchase Intention toward Madame Gie products. Consumer’s Control also plays a crucial role in the relationship between AR experience and Purchase Intention. Therefore, companies need to consider the importance of giving control to consumers in AR technology usage to maximize its impact on consumer purchase intention and enhance the performance of their beauty product marketing.