Skintific's Digital Marketing Strategy Proven Effective in Boosting Skincare Sales in Makassar

Apriyani Multitach Publisher Jumat, Agustus 21, 2026

FORMOSA NEWS

MAKASSAR, Formosa News — A consistent and interactive digital marketing strategy has proven to be a primary driver of purchasing decisions for skincare products among young consumers. Researcher Dyah Rachma Wijayanti H.P. from the Graha Ananda Institute of Health Technology and Business, Palu, found that brand awareness plays a pivotal role as a bridge connecting social media promotions to consumers' actual decisions to purchase products.

Published in 2026, this quantitative study focuses on female consumer behavior in Makassar City, South Sulawesi. In this study, the researcher examined how digital marketing activities by skincare brand Skintific—specifically for its popular product, the 5x Ceramide Barrier Repair Moisture Gel Moisturizer—influence purchase decisions both directly and indirectly by building brand awareness across e-commerce platforms such as TikTok Shop and Shopee.

Shifting Marketing Trends and Challenges in the Beauty Industry

The rapid penetration of the internet in Indonesia has fundamentally reshaped the business landscape. According to data from the Ministry of Communication and Informatics of the Republic of Indonesia, internet users surged from 83.7 million in 2014 to approximately 143 million, or 54 percent of the total population, by 2018, and have continued to grow rapidly ever since. On average, people spend nearly nine hours daily online, shifting marketing communication from traditional face-to-face models to screen-to-face interactions.

Amid an overwhelming influx of product information on social media, consumers often find it challenging to choose the right skincare products. The highly competitive beauty industry requires brands to do more than simply display advertisements; they must build strong brand recall in consumers' minds. Skintific, a brand originating from Oslo, Norway and manufactured in Canada, has successfully become one of Indonesia's top-selling brands by leveraging short-form video content, livestreaming on TikTok Shop, and collaborations with beauty influencers. However, the exact impact of this digital strategy on purchase decisions in major metropolitan areas outside Java, such as Makassar, had not previously been thoroughly measured.

A Structured Quantitative Research Methodology

To address this question, the study surveyed 400 female respondents aged 17 to 30 residing in Makassar City. Participants were selected using a purposive sampling technique based on specific criteria: active social media users who had purchased Skintific products through TikTok Shop or Shopee and were active users of the 5x Ceramide Barrier Repair Moisture Gel Moisturizer.

The sample size was determined using Slovin's formula from a total population of 246,746 females aged 15–34 in Makassar, based on 2023 data from the Indonesian Central Statistics Agency (BPS). Data were gathered via an online Google Forms questionnaire utilizing a modified four-point Likert scale. The collected data underwent validity and reliability testing, followed by partial t-tests, path analysis, and the Sobel test using SPSS version 29 software to evaluate both direct and indirect effects among variables.

Key Findings: Brand Awareness Amplifies Purchase Decisions

Statistical analysis revealed that digital marketing strategies and brand awareness both exert a positive and significant effect on Skintific purchase decisions in Makassar. Key findings from the research include:

  1. Direct Effect of Digital Marketing: Digital marketing activities (video content and social media promotions) directly and positively impact purchase decisions with a path coefficient ($\beta$) of 0.291 and a calculated t-value of 6.844 (exceeding the t-table threshold of 1.966).

  2. Building Brand Awareness: Digital marketing contributes strongly to increasing consumer brand awareness, yielding a path coefficient ($\beta$) of 0.606.

  3. Impact of Brand Awareness on Purchases: Brand awareness has a significant direct effect on purchase decisions, with a path coefficient ($\beta$) of 0.525 and a calculated t-value of 12.343.

  4. Dominance of the Indirect Pathway: Path analysis indicated that the indirect effect of digital marketing on purchase decisions through brand awareness is 0.318 ($0.606 \times 0.525$). This figure surpasses its direct effect (0.291), resulting in a total effect of 0.609. The Sobel test confirmed the statistical significance of this mediating role with a z-value of 9.182 ($p < 0.05$).

Overall, the research model explains 46.5 percent of the variance in consumer purchase decisions ($R^2 = 0.465$), with remaining factors influenced by external variables outside the study. Respondent demographics showed that the majority of buyers were university students aged 21–25 years (45.8 percent) with a monthly income or allowance ranging from IDR 2,500,000 to IDR 3,500,000 (23.3 percent).

Practical Implications and Impact on the Beauty Industry

These findings offer valuable insights for business practitioners and digital marketing professionals, particularly within the beauty and personal care sectors:

  • Emphasis on Informative and Transparent Content: Companies must go beyond direct promotional ads by delivering informative, clear, and genuine marketing content regarding product benefits to effectively establish brand awareness.

  • Strategic Brand Mediation: Digital promotions achieve maximum sales impact only when they successfully position the brand as "top-of-mind" in consumers' memory.

  • Designing Targeted Promotional Programs: Marketing teams are advised to create promotional offers and distinctive product packaging that encourage spontaneous buying decisions across digital platforms.

  • Influencer and Content Creator Partnerships: Sustained collaborations with beauty vloggers and influencers continue to be an effective strategy for reinforcing brand recall in a crowded e-commerce marketplace.

"Consistent digital marketing helps a brand establish a solid presence in consumers' minds, ultimately making it easier for them to make confident purchase decisions," noted Dyah Rachma Wijayanti H.P. in her analysis.

Author Profile

  • Full Name: Dyah Rachma Wijayanti H.P.

  • Affiliation: Graha Ananda Institute of Health Technology and Business, Palu, Indonesia.

  • Area of Expertise: Digital Marketing, Business Management, and Consumer Behavior.

  • Academic Note: This research was completed under the academic supervision of Prof. Dr. Abdul Razak Munir, S.E., M.Si., M.Mktg., C.MP and Dr. Muhammad Ismail, S.E., M.Si., CSF., C.NNLP., CM., CMA from the Master of Management Program, Faculty of Economics and Business, Hasanuddin University.

Research Source

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