Digital marketing communication of skincare products to develop men's consumptive behaviour
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Keywords:
digital marketing communication, skincare products, Scarlett, men’s consumptive behaviour, Instagram
Abstract
Having an attractive appearance is now not only for women but also for men. Taking care of the body, especially the face has become a new culture that has shifted the masculine side towards metrosexuals. To get an attractive appearance, a series of treatments are needed, one of which is skincare which requires much money. Such self-care behaviour, of course, also encourages men's consumerism. This study determines how digital marketing communication for skincare products builds men's consumptive behaviour on Instagram. Content analysis of Instagram posts related to the consumption of skincare products collected through the hashtag #scarlettlakilaki was used in this study. The results obtained that the element of dependence is 0.94 or 94 per cent. Then the result is considered credible because it exceeds the minimum threshold. This research concludes that Scarlett transforms masculinity into metrosexuality, blur a gender bias, and builds on the idea that the body of men who use Scarlett is depicted with a pure white body resembling a women's body.
References
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Basyarahil, M. (2017). Analisis Faktor-faktor yang Mempengaruhi Minat Beli Kosmetik Pria pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Brawijaya (Studi Kasus Pada Mahasiswa S1 Prodi Ekonomi Islam Fakutas Ekonomi dan Bisnis Universitas Brawijaya). Universitas Brawijaya.
Butler, J. (1988). Performative Acts and Gender Constitution. Theatre Journal. https://doi.org/10.2307/3207893
Dahiya, R., & Gayatri. (2018). A research paper on digital marketing communication and consumer buying decision process: an empirical study in the Indian passenger car market. Journal of Global Marketing, 31(2), 73–95.
Dwiatmaja, A., & Perbawani, P. (2021). Endorser Laki-Laki Produk Kosmetik Perempuan Dan Pengaruhnya Terhadap Sikap Khalayak. Jurnal Komunikasi, 15(2), 79–90.
Falomir-Pichastor, J. M., Berent, J., & Anderson, J. (2019). Perceived Men’s Feminization and Attitudes Toward Homosexuality: Heterosexual Men’s Reactions to the Decline of the Anti-Femininity Norm of Masculinity. Sex Roles. https://doi.org/10.1007/s11199-018-0985-6
Fauzulandim.com. (2020). Review Jujur Scarlett Whitening, Ternyata Lakilaki Juga Bisa Pakai.
Foucault, M. (1993). Space, Power, and Knowledge. In The Cultural Studies Reader.
Grieve, P., Stark, R., Isler, J., Housman, S., Fifer, W., & Myers, M. (2007). Electrocortical functional connectivity in infancy: Response to body tilt. Pediatric Neurology, 37(2), 91–98. https://doi.org/10.1016/j.pediatrneurol.2007.04.004
Habib, M., Ratnaningsih, A., & Nisa, K. (2020). The construction of the ideal male body masculinity in the mister international pageant. Journal of Urban Sociology, 2(2), 4–15. https://doi.org/http://dx.doi.org/10.30742/jus.v2i2.993
Holsti, O. (1969). Content analysis for the social sciences and humanities. Reading, MA: Addison-Wesley.
Instagram. (2021a). Instagram posts with Scarlett ads (1). https://www.instagram.com/p/CM8NR8-s5zl/
Instagram. (2021b). Instagram posts with Scarlett ads (2). https://www.instagram.com/p/CMifOMisOHC/
Instagram. (2021c). Scarlett product. https://www.instagram.com/p/CQK1sGzn1mK/
Juliarty, D. (2020). Perilaku konsumsi produk kosmetik di kalangan mahasiswa laki-laki unsoed. Jurnal Interaksi, 3(12), 85–94.
Kama. (2018). Inilah tren E-Commerce 2018 di Indonesia, menurut toko online ini. https://nextren.grid.id/read/0124363/inilah-tren-e-commerce-2018-di-indonesia-menurut-toko-online-ini?page=2.
Khan, I., Dongping, H., Abdullah, M., Ahmad, Z., Ahmad Ghauri, T., & Ghazanfar, S. (2017). Men’s attitude and motivation toward consumption of grooming products: A comparison of Chinese and Pakistani male consumers. Cogent Business and Management, 4(1). https://doi.org/10.1080/23311975.2017.1309783
Khoo, M., & Karan, K. (2007). Macho or metrosexual: The branding of masculinity in FHM magazine in Singapore. Intercultural Communication Studies, 16(1), 34.
Khumaira, & Restu, Y. (2018). Hubungan Antara Harga Diri, Citra Tubuh, dan Dukungan Teman Sebaya terhadap Perilaku Konsumtif pada Mahasiswa Konsumen Klinik Perawatan Kecantikan. Universitas Muhammadiyah Surakarta.
Kim, H. (2019). Globalisation and regulatory change: The interplay of laws and technologies in E-commerce in Southeast Asia. Computer Law and Security Review, 35(5), 1–20. https://doi.org/10.1016/j.clsr.2019.03.009
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
Krippendorff, K. (2018). Content analysis: An introduction to its methodology. Sage publications.
Landry, N., Desrochers, J., Hodges-Simeon, C., & Arnocky, S. (2019). Testosterone, facial and vocal masculinisation and low environmentalism in men. Journal of Environmental Psychology. https://doi.org/10.1016/j.jenvp.2019.05.007
Mahardika, R., & Farida, F. (2019). Pengungkapan Diri pada Instagram Instastory. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies). https://doi.org/10.25139/jsk.v3i1.774
Mattos Feijó, L., Tarman, G. Z., Fontaine, C., Harrison, R., Johnstone, T., & Salomons, T. (2018). Sex-Specific Effects of Gender Identification on Pain Study Recruitment. Journal of Pain. https://doi.org/10.1016/j.jpain.2017.09.009
Mercer, J., & Attwood, F. (2018). The Metrosexual: Figures of Masculinity.
Mitchell, V. W., & Lodhia, A. (2017). Understanding the metrosexual and spornosexual as a segment for retailers. International Journal of Retail and Distribution Management. https://doi.org/10.1108/IJRDM-05-2016-0080
Niu, C., & Zheng, L. (2020). Reproductive strategies may predict women’s preferences for male facial masculinity: personality and Individual Differences, 166, 110202.
Putranto, A. (2015). Maskulinitas laki-laki pengguna kosmetik perempuan di mata laki-laki. Universitas Gadjah Mada.
Putranto, T., Sugihartati, R., Isnaini, S., & Widodo, S. (2020). Masculine and Metrosexual: Indonesian Actor’s Clothing Style on Instagram from the Foucauldian Perspective. Jurnal Simulacra, 3(2), 225–242.
Putranto, T., Suyanto, B., & Ariadi, S. (2021). Discipline The Body Through The Fitness Centre During and After The Covid-19 Pandemic. IKOMIK: Jurnal Ilmu Komunikasi Dan Informasi, 1(2), 65–72.
Putranto, T., Suyanto, B., Ariadi, S., & Santos, R. (2021). The discourse of men’s facial care products in Instagram from the Foucauldian perspective. Jurnal Studi Komunikasi, 5(1), 37–57.
Rahardjo, W., & Silalahi, B. (2012). Perilaku konsumtif pada pria metroseksual serta pendekatan dan strategi yang digunakan untuk mempengaruhinya. Proceeding PESAT (Psikologi, Ekonomi, Sastra, Arsitek & Sipil).
Ridwan, A., Maulina, E., & Chan, A. (2017). Comparisons of Factors that Influence Male Consumer Behavior in Purchasing Skin Care Products (Case Study: Men from Suwon City, South Korea and Bandung, Indonesia). Review of Integrative Business and Economics Research, 6(1).
Rivière, J., Rousseau, A., & Douilliez, C. (2018). Effects of induced rumination on body dissatisfaction: Is there any difference between men and women? Journal of Behavior Therapy and Experimental Psychiatry, 61, 1–6. https://doi.org/10.1016/j.jbtep.2018.05.005
Samiei, D., & Mehrabi, Z. (2019). Content analysis of the first chapter of the twelfth-grade chemistry book based on William Romney's method and determining its importance with the Shannon entropy method. 1(3), 53–72.
Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia males' skin care by social media marketing affects the brand image and brand trust. Management Science Letters, 10(10), 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
Sari, D., Effendy, F., Sudarso, A., Abdillah, L., Fadhillah, Y., Fajrillah, F., Setiawan, Y., Simarmata, J., Watrianthos, R., & Jamaludin, J. (2020). Perdagangan Elektronik: Berjualan di Internet. Yayasan Kita Menulis.
Setiadi, G. (2019). Self-disclosure individu androgini melalui instagram sebagai media eksistensi diri. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies). https://doi.org/10.25139/jsk.v3i2.1497
Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2021). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of Research in Marketing.
Suripto, T. (2019). Kajian Literatur Efektifitas Pemasaran Produk Dengan Menggunakan Sistim Online Marketing di Era Disruption. JESI (Jurnal Ekonomi Syariah Indonesia), 8(2), 120–128.
Susilo, D., & Putranto, T. (2018). Indonesian Youth on Social Media: Study on Content Analysis. https://doi.org/10.2991/sshr-17.2018.15
Susilo, D., Putranto, T., & Navarro, C. (2021). MS Glow For Men: Digital Marketing Strategy on Men’s Facial Care Products. Sinergi: Jurnal Ilmiah Ilmu Manajemen, 11(1).
Wijaya, M. (2018). Pengaruh Internet untuk Bisnis dan Masa Depan. https://www.kompasiana.com/moniccaw/5c0a782e6ddcae289a6942e5/pengaruhinternet-untuk-bisnis-dan-masadepan?page=all
Yuen, O., Tan, C., Ahmad, F., & Choong, Y. (2018). Conceptual Study on Malaysian Male Consumption Behaviour Towards Skin Care Products. International Journal of Innovation and Business Strategy (IJIBS), 9(1), 1–12.
Zarwell, M., Ransome, Y., Barak, N., Gruber, D. A., & Robinson, W. T. (2019). PrEP indicators, social capital and social group memberships among gay, bisexual and other men who have sex with men. Culture, Health and Sexuality. https://doi.org/10.1080/13691058.2018.1563912
Aljuboori, A., Fashakh, A., & Bayat, O. (2020). The impacts of social media on University students in Iraq. Egyptian Informatics Journal, 21(3), 139–144. https://doi.org/https://doi.org/10.1016/j.eij.2019.12.003
Basyarahil, M. (2017). Analisis Faktor-faktor yang Mempengaruhi Minat Beli Kosmetik Pria pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Brawijaya (Studi Kasus Pada Mahasiswa S1 Prodi Ekonomi Islam Fakutas Ekonomi dan Bisnis Universitas Brawijaya). Universitas Brawijaya.
Butler, J. (1988). Performative Acts and Gender Constitution. Theatre Journal. https://doi.org/10.2307/3207893
Dahiya, R., & Gayatri. (2018). A research paper on digital marketing communication and consumer buying decision process: an empirical study in the Indian passenger car market. Journal of Global Marketing, 31(2), 73–95.
Dwiatmaja, A., & Perbawani, P. (2021). Endorser Laki-Laki Produk Kosmetik Perempuan Dan Pengaruhnya Terhadap Sikap Khalayak. Jurnal Komunikasi, 15(2), 79–90.
Falomir-Pichastor, J. M., Berent, J., & Anderson, J. (2019). Perceived Men’s Feminization and Attitudes Toward Homosexuality: Heterosexual Men’s Reactions to the Decline of the Anti-Femininity Norm of Masculinity. Sex Roles. https://doi.org/10.1007/s11199-018-0985-6
Fauzulandim.com. (2020). Review Jujur Scarlett Whitening, Ternyata Lakilaki Juga Bisa Pakai.
Foucault, M. (1993). Space, Power, and Knowledge. In The Cultural Studies Reader.
Grieve, P., Stark, R., Isler, J., Housman, S., Fifer, W., & Myers, M. (2007). Electrocortical functional connectivity in infancy: Response to body tilt. Pediatric Neurology, 37(2), 91–98. https://doi.org/10.1016/j.pediatrneurol.2007.04.004
Habib, M., Ratnaningsih, A., & Nisa, K. (2020). The construction of the ideal male body masculinity in the mister international pageant. Journal of Urban Sociology, 2(2), 4–15. https://doi.org/http://dx.doi.org/10.30742/jus.v2i2.993
Holsti, O. (1969). Content analysis for the social sciences and humanities. Reading, MA: Addison-Wesley.
Instagram. (2021a). Instagram posts with Scarlett ads (1). https://www.instagram.com/p/CM8NR8-s5zl/
Instagram. (2021b). Instagram posts with Scarlett ads (2). https://www.instagram.com/p/CMifOMisOHC/
Instagram. (2021c). Scarlett product. https://www.instagram.com/p/CQK1sGzn1mK/
Juliarty, D. (2020). Perilaku konsumsi produk kosmetik di kalangan mahasiswa laki-laki unsoed. Jurnal Interaksi, 3(12), 85–94.
Kama. (2018). Inilah tren E-Commerce 2018 di Indonesia, menurut toko online ini. https://nextren.grid.id/read/0124363/inilah-tren-e-commerce-2018-di-indonesia-menurut-toko-online-ini?page=2.
Khan, I., Dongping, H., Abdullah, M., Ahmad, Z., Ahmad Ghauri, T., & Ghazanfar, S. (2017). Men’s attitude and motivation toward consumption of grooming products: A comparison of Chinese and Pakistani male consumers. Cogent Business and Management, 4(1). https://doi.org/10.1080/23311975.2017.1309783
Khoo, M., & Karan, K. (2007). Macho or metrosexual: The branding of masculinity in FHM magazine in Singapore. Intercultural Communication Studies, 16(1), 34.
Khumaira, & Restu, Y. (2018). Hubungan Antara Harga Diri, Citra Tubuh, dan Dukungan Teman Sebaya terhadap Perilaku Konsumtif pada Mahasiswa Konsumen Klinik Perawatan Kecantikan. Universitas Muhammadiyah Surakarta.
Kim, H. (2019). Globalisation and regulatory change: The interplay of laws and technologies in E-commerce in Southeast Asia. Computer Law and Security Review, 35(5), 1–20. https://doi.org/10.1016/j.clsr.2019.03.009
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
Krippendorff, K. (2018). Content analysis: An introduction to its methodology. Sage publications.
Landry, N., Desrochers, J., Hodges-Simeon, C., & Arnocky, S. (2019). Testosterone, facial and vocal masculinisation and low environmentalism in men. Journal of Environmental Psychology. https://doi.org/10.1016/j.jenvp.2019.05.007
Mahardika, R., & Farida, F. (2019). Pengungkapan Diri pada Instagram Instastory. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies). https://doi.org/10.25139/jsk.v3i1.774
Mattos Feijó, L., Tarman, G. Z., Fontaine, C., Harrison, R., Johnstone, T., & Salomons, T. (2018). Sex-Specific Effects of Gender Identification on Pain Study Recruitment. Journal of Pain. https://doi.org/10.1016/j.jpain.2017.09.009
Mercer, J., & Attwood, F. (2018). The Metrosexual: Figures of Masculinity.
Mitchell, V. W., & Lodhia, A. (2017). Understanding the metrosexual and spornosexual as a segment for retailers. International Journal of Retail and Distribution Management. https://doi.org/10.1108/IJRDM-05-2016-0080
Niu, C., & Zheng, L. (2020). Reproductive strategies may predict women’s preferences for male facial masculinity: personality and Individual Differences, 166, 110202.
Putranto, A. (2015). Maskulinitas laki-laki pengguna kosmetik perempuan di mata laki-laki. Universitas Gadjah Mada.
Putranto, T., Sugihartati, R., Isnaini, S., & Widodo, S. (2020). Masculine and Metrosexual: Indonesian Actor’s Clothing Style on Instagram from the Foucauldian Perspective. Jurnal Simulacra, 3(2), 225–242.
Putranto, T., Suyanto, B., & Ariadi, S. (2021). Discipline The Body Through The Fitness Centre During and After The Covid-19 Pandemic. IKOMIK: Jurnal Ilmu Komunikasi Dan Informasi, 1(2), 65–72.
Putranto, T., Suyanto, B., Ariadi, S., & Santos, R. (2021). The discourse of men’s facial care products in Instagram from the Foucauldian perspective. Jurnal Studi Komunikasi, 5(1), 37–57.
Rahardjo, W., & Silalahi, B. (2012). Perilaku konsumtif pada pria metroseksual serta pendekatan dan strategi yang digunakan untuk mempengaruhinya. Proceeding PESAT (Psikologi, Ekonomi, Sastra, Arsitek & Sipil).
Ridwan, A., Maulina, E., & Chan, A. (2017). Comparisons of Factors that Influence Male Consumer Behavior in Purchasing Skin Care Products (Case Study: Men from Suwon City, South Korea and Bandung, Indonesia). Review of Integrative Business and Economics Research, 6(1).
Rivière, J., Rousseau, A., & Douilliez, C. (2018). Effects of induced rumination on body dissatisfaction: Is there any difference between men and women? Journal of Behavior Therapy and Experimental Psychiatry, 61, 1–6. https://doi.org/10.1016/j.jbtep.2018.05.005
Samiei, D., & Mehrabi, Z. (2019). Content analysis of the first chapter of the twelfth-grade chemistry book based on William Romney's method and determining its importance with the Shannon entropy method. 1(3), 53–72.
Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia males' skin care by social media marketing affects the brand image and brand trust. Management Science Letters, 10(10), 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
Sari, D., Effendy, F., Sudarso, A., Abdillah, L., Fadhillah, Y., Fajrillah, F., Setiawan, Y., Simarmata, J., Watrianthos, R., & Jamaludin, J. (2020). Perdagangan Elektronik: Berjualan di Internet. Yayasan Kita Menulis.
Setiadi, G. (2019). Self-disclosure individu androgini melalui instagram sebagai media eksistensi diri. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies). https://doi.org/10.25139/jsk.v3i2.1497
Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2021). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of Research in Marketing.
Suripto, T. (2019). Kajian Literatur Efektifitas Pemasaran Produk Dengan Menggunakan Sistim Online Marketing di Era Disruption. JESI (Jurnal Ekonomi Syariah Indonesia), 8(2), 120–128.
Susilo, D., & Putranto, T. (2018). Indonesian Youth on Social Media: Study on Content Analysis. https://doi.org/10.2991/sshr-17.2018.15
Susilo, D., Putranto, T., & Navarro, C. (2021). MS Glow For Men: Digital Marketing Strategy on Men’s Facial Care Products. Sinergi: Jurnal Ilmiah Ilmu Manajemen, 11(1).
Wijaya, M. (2018). Pengaruh Internet untuk Bisnis dan Masa Depan. https://www.kompasiana.com/moniccaw/5c0a782e6ddcae289a6942e5/pengaruhinternet-untuk-bisnis-dan-masadepan?page=all
Yuen, O., Tan, C., Ahmad, F., & Choong, Y. (2018). Conceptual Study on Malaysian Male Consumption Behaviour Towards Skin Care Products. International Journal of Innovation and Business Strategy (IJIBS), 9(1), 1–12.
Zarwell, M., Ransome, Y., Barak, N., Gruber, D. A., & Robinson, W. T. (2019). PrEP indicators, social capital and social group memberships among gay, bisexual and other men who have sex with men. Culture, Health and Sexuality. https://doi.org/10.1080/13691058.2018.1563912
Published
2022-03-20
How to Cite
Putranto, T. D., Suyanto, B., & Ariadi, S. (2022). Digital marketing communication of skincare products to develop men’s consumptive behaviour. Jurnal Studi Komunikasi, 6(1), 199-212. Retrieved from https://ejournal.unitomo.ac.id/index.php/jsk/article/view/4438
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