JEFMS Journal

ABSTRACT:

Marketing through social media has become a marketing strategy widely used by the cosmetics industry, especially with the number of consumers that continues to grow as generations increase. Female generation z is a potential market in this industry where they are new entrant consumers and have a relatively large number compared to other generations. This study aimed to investigate the effect of implementing marketing strategies through social media on the attitude of gen z towards cosmetic products in Makassar City, Indonesia. The study was conducted by distributing questionnaires to 288 sample respondents. The primary data was then processed by linear regression using SPSS 23 software. The results showed that marketing through social media has a significant influence on positive attitudes toward cosmetic products. The results of this study have implications that cosmetic companies with a female gen z target market in Makassar City should pay attention to the right social media marketing strategy to get a positive attitude from their consumers.

KEYWORDS:

Social media marketing, Brand attitude, Female generation z, Cosmetics, Makassar Indonesi

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