Pengaruh Konten Video Pendek terhadap Perubahan Persepsi Konsumen pada Produk Kecantikan

Abstrak

This study examines the impact of short video content on the perception changes of consumers towards beauty products. With the rise of platforms such as TikTok, Instagram, and YouTube Shorts, short video content has become a powerful tool in digital marketing. The research highlights how short, engaging videos influence consumer attitudes towards beauty brands, enhance brand awareness, and drive purchase decisions. The findings suggest that well-executed video content can build consumer trust, highlight product benefits, and create a deeper emotional connection between consumers and brands. The study also explores how influencers and user-generated content play a crucial role in shaping consumer perception. Recommendations are made for beauty brands to invest in creative video strategies and collaborate with influencers to reach a younger audience and increase conversion rates.