Customer Perception of Avoskin's Digital Marketing Communication Strategy via TikTok Content and Electronic Word-of-Mouth: A Case Study on Avoskin Usage
DOI:
https://doi.org/10.28944/hudanlinnaas.v7i1.2820Keywords:
Communication Strategy, Digital Marketing, Avoskin, Tiktok, Electronik Word Of MouthAbstract
Digital marketing communication strategies via social media serve as a crucial tool for companies to convey information and shape customer perceptions of their brands. Avoskin utilizes TikTok—leveraging educational, informative, and interactive content—alongside Electronic Word of Mouth (E-WOM) to communicate product information. However, customers do not always receive messages passively; instead, they interpret them based on their own experiences, needs, knowledge, and information from various sources. This study aims to analyze customer perceptions of Avoskin’s digital marketing communication strategies on TikTok and E-WOM, as well as the factors influencing these perceptions. A descriptive qualitative approach was employed, utilizing Stuart Hall’s Reception Theory—which encompasses dominant, negotiated, and oppositional readings. Data were gathered through observations of the @avoskinbeauty TikTok account and in-depth interviews with five informants selected via purposive sampling, followed by analysis using NVivo 12 Plus. The results indicate that Avoskin’s digital marketing communication elicited a generally positive response. Most informants adopted a "dominant reading" position but also demonstrated "negotiated reading" by adapting the message based on personal experience, skin condition, needs, product ingredients, and user reviews. Instances of "oppositional reading" were relatively low. E-WOM—comprising reviews, testimonials, and user experiences—served as both a source of information and a point of comparison in shaping perceptions. Factors influencing perception included personal experience, skin condition, needs, product knowledge, E-WOM, recommendations, beauty influencers, digital communication, and price.
References
Ariane, Meyta, Radja Erland Hamzah, and Yuni Retna Dewi. 2025. “Analisis Resepsi Konsumen Terhadap Fitur Website Shopee Fashion.” Hybrid Advertising Journal: Publication for Advertising Studies 4(1):11. https://journal.moestopo.ac.id/index.php/hybrid_ad/article/view/5802/2045.
Bengtsson, Stina, Communication Studies, Communication Studies, Mediated Temporalities, Baltic Sea, Fredrik Stiernstedt, and Communication Studies. n.d. Classics in Media Theory.
Dewi, Anggraheni Alfina, and Albari. 2022. “Pengaruh Electronic Word of Mouth Di Media Sosial Tiktok Terhadap Minat Beli Produk Kecantikan Avoskin.” Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen 03(02):125–37. https://journal.uii.ac.id/selma/article/view/41878/18483.
Estrada, Erik. 2026. “A Descriptive Qualitative Study of Consumer Satisfaction and Purchase Interest Among Shopee Users : Evidence from Bangun Purba District.” 2(2):50–58.
Fitriani, Yuni. 2021. “Pemanfaatan Media Sosial Sebagai Media Penyajian Konten Edukasi Atau Pembelajaran Digital.” Journal of Information System, Applied, Management, Accounting and Research 5(4):1011–12. doi:10.52362/jisamar.v5i4.609.
Hafsah Pradita, Windi, and Sofia Primalisanti Devi. 2024. “Persepsi Khalayak Pada Kualitas Produk Skincare Lokal.” Kiwari 3(4):777–83. doi:10.24912/ki.v3i4.33144.
Herjana, Steven Delon, and Yenny Lego. 2022. “Pengaruh Kredibilitas Influencer Dan E-Wom Terhadap Niat Beli Melalui Citra Merek Produk Somethinc.” Jurnal Manajerial Dan Kewirausahaan 08(02):233–48. https://journal.untar.ac.id/index.php/JMDK/article/view/37721.
Ivana, Sahda Alifiadewani, and Fatchur Rohman. 2024. “Pengaruh Electronic Word Of Mouth, Brand Trust Dan Brand Image Terhadap Minat Beli.” Jurnal Manajemen Pemasaran Dan Perilaku Konsumen 3(3):723–33. https://jmppk.ub.ac.id/index.php/jmppk/article/view/330/257.
Khoirunisa, Alfi, and Edy Purwo Saputro. 2024. “Pengaruh Celebrity Endorsement Dan Electronic Word of Mouth (E-WOM) Terhadap Minat Beli Pada Produk Avoskin Dimediasi Oleh Citra Merek.” Jurnal Riset Ekonomi Dan Bisnis 17(3):196. doi:10.26623/jreb.v17i3.10709.
Kirana, Fauzia Fikri, and Ajat Sudrajat. 2026. “Pengaruh Content Marketing Dan E-Wom Pada TikTok Terhadap Keputusan Pembelian Produk Herborist Pada Generasi Z.” INNOVATIVE: Journal Of Social Science Research 5:5147–58. https://j-innovative.org/index.php/Innovative/article/view/20520/13889.
Lestari, Dwi Nanda, Junita Lubis, and Muhammad Raja Siregar. 2025. “Pengaruh Viral Marketing Tiktok Affiliate, Kualitas Produk, Electronic Word Of Mouth, Dan Harga Terhadap Minat Beli Konsume.” Balance: Jurnal Akuntansi Dan Manajemen 4(3):3109–20. https://jurnal.risetilmiah.ac.id/index.php/JAM/article/view/1433/1145.
Muhamad Nur Alief, and Septiawan Santana Kurnia. 2025. “Perempuan Sebagai Objektifikasi Dan Komerialisasi Dalam Media Sosial TikTok.” Bandung Conference Series: Communication Management 5(2). doi:10.29313/bcscm.v5i2.20227.
Narulita, Tarish Auliasari, Riska Fitriyah, and Ainuz Zubaid Syafi’ul Aziz. 2023. “Encoding Dan Decoding Pesan Pada Iklan Produk Kecantikan Yang Menentukan Standar Kecantikan Indonesia.” Jambura Journal of Community Empowerment (JJCE) 4(2):256–70. https://ejournal-fip-ung.ac.id/ojs/index.php/jjce/article/view/2753/745.
Nasution, Nurul Fadilah, Hendri Prasetya, and Abdul Khohar. 2024. “Peran Electronic Word of Mouth Sebagai Strategi Komunikasi Pemasaran Pada Produk Avoskin.” Jurnal Indonesia : Manajemen Informatika Dan Komunikasi 5(3):2345–55. doi:10.35870/jimik.v5i3.900.
Nugroho, Restu Agung, and Muhammad Thoyib Amali. 2025. “Komersialisasi Anak Di Media Sosial: Analisis Konten Akun TikTok Kidfluencer @shabiraalulaadnan.” Jurnal Komunikasi Nusantara 7(2):425–39. https://www.researchgate.net/publication/401592122_Komersialisasi_Anak_di_Media_Sosial_Analisis_Konten_Akun_TikTok_Kidfluencer_shabiraalulaadnan.
Pratiwi, Putri Septi, Mia Putri Seytawati, Ahmad Fauzan Hidayatullah, Ismail Ismail, and Tafsir Tafsir. 2021. “Moderasi Beragama Dan Media Sosial (Studi Analisis Konten Instagram & Tik-Tok).” Jurnal Dakwah Dan Komunikasi 6(1):83. doi:10.29240/jdk.v6i1.2959.
Rahmawati, Marisa Dwi, Siti Komariah Hildayanti, and Fauziah Afriyani. 2026. “Pengaruh EWOM, Social Media Engagement, Dan Brand Image Terhadap Keputusan Pembelian Skincare Avoskin Melalui Shopee Oleh Generasi Z.” Journal of Indonesian Economic Research 4(1):46–59. doi:10.61105/jier.v4i1.431.
Ramadhani, Aulya Marshanda, Adam Hermawan, and Adi Prehanto. 2025. “Pengaruh Electronic Word of Mouth Di Tiktok Terhadap Purchase Intention Produk Innisfre Melalui Brand Image.” Indonesian Journal of Digital Business 5(1):477–92. https://ejournal.upi.edu/index.php/IJDB.
Rosita, Mila, Heddry Purba, and Lorina Siregar Sudjiman. 2026. “Pemasaran Digital Dan Minat Berkunjung Ke Lembang Park and Zoo: Peran Content Marketing, Live Streaming, Celebrity Endorser, Dan e-WOM Di TikTok.” Journal of Management and Digital Business 6(1):47–64. doi:10.53088/jmdb.v6i1.2886.
Suci Larasati, Riska Octavia Habie, Wahyudi Rusdi. 2025. “Persepsi Gen z Terhadap Peran Influencer Dan Media Sosial Dalam Membentuk Minat Beli Produk Skincare.” 06(02):22–30.
Sukmawati, Rosita Eka, and Nanda Nini Anggalih. 2024. “Perancangan Konten Media Sosial Tiktok Sebagai Promosi Desa Wisata Kampung Majapahit Bejijong.” Jurnal Barik 6(2):199–213. https://ejournal.unesa.ac.id/index.php/JDKV/article/view/64002/48533.
Syauki, Wifka Rahma, and Diyah Ayu Amalia Avina. 2020. “Persepsi Dan Preferensi Penggunaan Skincare Pada Perempuan Milenial Dalam Perspektif Komunikasi Pemasaran.” Jurnal Manajemen Komunikasi 4(2):42. doi:10.24198/jmk.v4i2.25719.
Wulandari, Wulandari, and Suharli Suharli. 2026. “Electronic Word of Mouth Dan Kualitas Informasi Terhadap Keputusan Pembelian Produk Halal Di TikTok Shop Berdasarkan Perspektif Ekonomi Islam.” Journal of Halal Industry Studies 5(1):1–15. doi:10.53088/jhis.v5i1.2340.
Xie, Yuting, Megat Al, Imran Bin, Syed Agil, Bin Shekh, Lay Hoon Ang, and Stuart Hall. 2022. “An Overview o f Stuart Hall ’ s Encoding and Decoding Theory with Film Communication.” 8(1):190–98. doi:10.5281/zenodo.5894796.
Yulita, Tiffani, and Fitzerald Kennedy Sitorus. 2025. “Peran Algoritma Dalam Mengonstruksi Keputusan Konsumen Melalui Komunikasi Di Media Sosial.” Riwayat: Educational Journal OF History Humanities 8173–80. https://jurnal.usk.ac.id/riwayat/article/view/50981/24505.
Downloads
Published
Issue
Section
Citation Check
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
