The Influence of Level of Consumption of Korean Beauty Products on Market Competition in Indonesia

Kharisma Secillia Awanda, Mahir Pradana

Abstract


Tren produk kecantikan masa kini semakin meluas dan beragam. Ketika suatu produk sedang populer, tingkat penjualannya akan meningkat drastis dan semakin mendunia. Korean Wave merupakan strategi pemasaran yang unik dengan cara menjual suatu produk dari negara tersebut dengan menyisipkan budaya Asia yang ditampilkan secara sederhana dan modern. Dalam tren produk kecantikan, Korea Selatan memiliki pangsa pasar global yang besar karena memiliki berbagai produk yang terbuat dari bahan-bahan tradisional seperti tanaman herbal, lendir siput asli Korea, aloe vera, matcha, anggur fermentasi, mugwort, centella asiatica, ekstrak air beras, green tea, dan lain sebagainya yang diolah dengan baik dan higienis yang mengandung banyak manfaat bagi kulit dan kesehatan. Produk kecantikan Korea memiliki ciri khas yang berbeda dengan produk lainnya, biasanya skincare dan makeup yang dijual memberikan hasil akhir yang glowing pada wajah, tampilan ini memiliki konsep your skin but Better yang membuat kulit wajah tampak sehat alami. Karena kualitasnya yang sangat baik, produk kecantikan Korea menjadi tren global dan diimpor hampir ke seluruh penjuru dunia, termasuk Indonesia. Produk kecantikan Korea mulai booming dan akan dijual di Indonesia mulai tahun 2021 dengan nilai impor yang tinggi. Hal ini meningkatkan hubungan kerja sama yang baik antara Indonesia dan Korea Selatan. Strategi pemasaran Korea Selatan untuk produk kecantikan sangat inovatif, mereka dapat menyisipkan iklan modern melalui drama Korea, dan musik K-pop dengan menarik duta merek yang sedang naik daun, penjualan secara otomatis meningkat dan mereka laris manis..

Kata Kunci: marketing; beauty product; customer

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References


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DOI: https://doi.org/10.37531/sejaman.v7i2.7468

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