Indonesia's beauty industry has experienced rapid growth alongside increasing public awareness of skincare and personal care. As more consumers adopt skincare products as part of their daily routines, competition among cosmetic brands has become increasingly intense. At the same time, digital transformation has fundamentally changed how businesses promote products and engage with customers. Social media platforms, e-commerce marketplaces, and influencer marketing have become essential tools for companies seeking to remain competitive.
Against this backdrop, Diana Sari and Nina Triolita examined how marketing capability contributes to digital marketing performance at CV. Dewan Jawara Artha, a Surabaya-based skincare company that markets its products under the They.We brand. The study highlights the importance of strategic marketing capabilities in helping local brands compete in an increasingly digital marketplace.
The research employed a qualitative approach and was conducted between May 1 and May 15, 2026. Data were collected through interviews with three key informants: a marketing staff member, a social media administrator responsible for Instagram and TikTok, and a Shopee marketplace sales officer. The researchers also carried out direct observations of the company's digital marketing activities and reviewed supporting documentation. Data analysis followed the Miles and Huberman model, consisting of data reduction, data presentation, and conclusion drawing, while triangulation was used to ensure data validity.
The findings indicate that CV. Dewan Jawara Artha possesses strong marketing capabilities. The company effectively understands customer preferences by monitoring skincare trends across social media and continuously adapting its marketing strategies to changing market demands. It also demonstrates innovation by producing creative content, launching digital campaigns, and collaborating with influencers to strengthen the appeal of the They.We brand.
The study further found that the company's digital marketing strategy has been implemented successfully across multiple platforms, particularly Instagram, TikTok, and Shopee. Rather than focusing solely on product promotion, the company creates educational skincare content, short-form videos, and customer testimonials that encourage consumer engagement and build trust.
On Shopee, the company strengthens its marketing efforts through promotional campaigns such as discounts, flash sales, and free shipping. These initiatives are complemented by attractive product catalogs and collaborations with influencers, making the brand more credible and appealing to potential buyers. According to the researchers, these strategies contribute directly to higher purchase intentions among consumers.
The study identified several indicators of improved digital marketing performance, including:
- Higher engagement on social media, reflected in increased likes, comments, and shares.
- Broader market reach through Instagram, TikTok, and Shopee.
- Growth in online product sales.
- Greater consumer interest generated by creative and educational content.
- Stronger customer trust resulting from influencer collaborations and positive user reviews.
According to Diana Sari and Nina Triolita, these findings demonstrate that marketing capability serves as the foundation of successful digital marketing. Companies that effectively understand market dynamics, develop appropriate promotional strategies, and utilize digital technologies are more likely to achieve superior marketing performance. The findings also reinforce previous studies showing that marketing capability and digital competence are essential drivers of business competitiveness and marketing success.
Another important finding is the shift in consumer behavior within the digital economy. Purchasing decisions are increasingly influenced by social media content, customer reviews, influencer recommendations, and the convenience of online transactions. As a result, companies are encouraged to invest not only in product quality but also in digital content creation and long-term customer engagement strategies.
For business owners, particularly small and medium-sized enterprises (SMEs) in the beauty industry, this research demonstrates that successful digital marketing extends beyond simply maintaining a social media presence. Sustainable growth requires integrated marketing capabilities, including market analysis, customer insight, creative communication, and effective use of digital platforms.
The researchers recommend that companies continue strengthening their marketing capabilities by producing more innovative digital content, utilizing data-driven marketing strategies, and optimizing e-commerce platforms to improve customer satisfaction and loyalty. They also suggest that future studies examine additional variables such as customer satisfaction, brand awareness, and customer loyalty using quantitative methods to provide broader and more measurable insights.
Author Profile
Diana Sari is a researcher at NSC Surabaya Polytechnic whose research interests focus on marketing management, digital business strategy, and marketing performance.
Nina Triolita is a lecturer and researcher at NSC Surabaya Polytechnic, specializing in marketing management, digital marketing, business strategy, and technology-based marketing development.
Research Source
Article Title: Marketing Capability Analysis Towards Digital Marketing Performance on Brand They.We at CV. Dewan Jawara Artha
Authors: Diana Sari & Nina Triolita
Journal: International Journal of Management and Business Intelligence (IJBMI), Vol. 4, No. 3, 2026.
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