PENGARUH SOSIAL MEDIA MARKETING DI INSTAGRAM TERHADAP BRAND IMAGE SKINCARE DALAM TREN FAST BEAUTY (Studi pada Followers @skintificid)

This research is motivated by the rapid development of the skincare industry in Indonesia, especially in the fast beauty trend that demands rapid innovation to meet consumer needs. One of the strategies used is digital marketing on social media, known as social media marketing, such as Instagram, which is Skintific's main platform in building a brand image. The purpose of this study is to determine the effect of exposure to social media marketing content on Instagram on Skintific's brand image among @skintificid followers. This study uses the social media marketing theory of Kim and Ko (2012) in Godey et al. (2016) and the brand image of Kotler et al. (2019) in Wardhana (2022) in analyzing Skintific's Instagram content that influences brand image. The research paradigm used in the study is the positivism paradigm. The research approach uses a quantitative approach. This type of research is classified as explanatory research, and the basis of the research that will be used in this study is the survey method. The data collection technique that will be used in this study is a questionnaire distributed to 100 respondents. The results of the study showed that Ho was rejected and Ha was accepted, indicating that social media marketing on Instagram @skintificid had a significant effect on brand image, with an R-square value of 0.469. So it can be concluded that Skintific's marketing strategy on Instagram, especially through entertaining, interactive content and following the latest trends, has succeeded in forming a positive brand image among the audience.