Digital Marketing Analysis of Brand Loyalty Among Generation Z on Local Skincare Brand Products
DOI:
https://doi.org/10.47747/icbem.v2i2.2592Abstract
This research aims to explore the factors that influence brand loyalty among Generation Z in the context of skincare products. Using qualitative methods, the study involved in-depth interviews with ten participants representing the 18-25 age group, who actively use skincare products from various brands. Findings revealed that the main factors influencing brand loyalty among Generation Z include product quality, active social media presence, commitment to sustainability and positive user experience. This research provides important insights for marketers in developing more effective strategies to attract and retain young customers.
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