Building Strawberry Generation Trust: #RepairYourSkinBarrier
Journal Title: Journal of Economics, Finance and Management Studies - Year 2025, Vol 8, Issue 01
Abstract
The phenomenon of digital marketing development has presented a new strategy in building consumer trust, especially for the Strawberry Generation who are known to be selective in choosing skincare products. The #RepairYourSkinBarrier campaign on TikTok is one example of an effort that integrates scientific education, transparency, and professional validation to attract audience attention. This study aims to analyze how this content builds the Strawberry Generation's trust in Skintific products and influences their purchasing decisions. The research method used was qualitative with a cyber phenomenology approach, which involved in-depth interviews with 10 informants from the Strawberry Generation and virtual participatory observation of TikTok content with the hashtag #RepairYourSkinBarrier.The results of the study showed that this content successfully met the Strawberry Generation's needs for transparency and professional validation. Professional and educational visual content, simple delivery of scientific information, and active interaction from content creators (Detective Doctors) were the main factors in building audience trust. Other findings showed that doctor validation, testimonials from other users, and science-based explanations increased consumers' sense of security and trust, especially for those with sensitive skin. The campaign also drives purchasing decisions through a combination of education, trust, and visual appeal.In conclusion, the #RepairYourSkinBarrier content is effective in building trust among the Strawberry Generation with an approach based on scientific education, transparency, and active engagement. The recommendation is for other brands to adopt a similar strategy by involving professionals to create content that is educational, transparent, and relevant to consumer needs. Further research is recommended to explore the effectiveness of similar campaigns on other platforms and across different audience segments.
Authors and Affiliations
Chusnul Rofiah , Sapto Roedy Widijanto,
Keywords
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- EP ID EP754426
- DOI 10.47191/jefms/v8-i1-09
- Views 27
- Downloads 0
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