STRATEGIES TO IMPROVE CUSTOMER SATISFACTION: DIGITAL MARKETING APPLICATIONS IN THE SKINCARE INDUSTRY

Abstract

The rapid advancement of technology has fostered sophisticated digital media essential for developing customer-oriented businesses, particularly within the highly competitive skincare industry where visual appeal and trust are paramount. This study examines the conceptual basis of application-based digital marketing strategies in enhancing customer satisfaction. Employing a descriptive qualitative approach, the research utilizes secondary data derived from theoretical frameworks and empirical findings of previous studies gathered through a comprehensive literature review. The operational framework maps out five sequential strategic phases for determining a digital roadmap: business identification, rivalry identification, customer identification, establishing business targets, and precise progress tracking. The findings indicate that integrating application-based digital marketing requires a meticulous strategic analysis of both internal and external factors to determine the most effective marketing approach. Notably, this research highlights four critical digital factors that directly influence satisfaction levels: convenience, service speed, product quality, and active customer contribution. The results demonstrate that mobile applications successfully eliminate information barriers by facilitating instantaneous, two-way communication between producers and consumers. This interaction effectively fosters direct feedback mechanisms, personalized engagement such as automated product usage reminders, tailored promotional offerings, and high-frequency interaction, which collectively serve as primary drivers for increasing long-term brand loyalty. The findings suggest that a well-integrated digital marketing application not only streamlines the purchasing process but also serves as a critical touch-point for building customer engagement and trust. Furthermore, this study highlights how digital customization features shape positive consumer behavior by supporting informed choices and aligning with responsible consumption practices in the beauty market.

JEL Classification Codes: L81, M31, M37, O33.