THE INFLUENCE OF THE DIGITAL CAMPAIGN “ BEAUTY IS UNIVERSAL” ON DEAR ME BEAUTY PURCHASE DECISION

Abstract

Dear Me Beauty, which has been established since 2017, conducted a digital campaign in February 2021 entitled Beauty is Universal. In this digital campaign, Dear Me Beauty wants to say that beauty is a relative thing, regardless of gender, skin color, and other differences. Dear Me Beauty wants Indonesian women to understand that every human being is born with their own uniqueness. The aim of this study is to examine the impact of the "Beauty is Universal" digital campaign on purchasing decisions for Dear Me Beauty products. The research is grounded in the Elaboration Likelihood Model (ELM) theory and employs a quantitative survey method. The population for this study consists of followers of Dear Me Beauty's Instagram account, with a sample size of 400 respondents. The findings reveal that digital campaigns have a significant influence on purchasing decisions, accounting for 49% of the decision-making process. Furthermore, based on the regression coefficient test, the study shows a significance value of 0.000, which is less than the threshold of 0.05. This indicates that the hypothesis suggesting the digital campaign (X) has a meaningful effect on purchasing decisions (Y) is accepted.