Kajian Etika Bisnis Terhadap Overclaim Produk Skincare Menggunakan Influencer

Abstract

This study aims to analyze the impact of overclaims on the credibility and effectiveness of skincare product marketing by influencers on social media and to examine how business ethics views can be applied in the practice of overclaims in skincare product marketing using influencers. The type of research used in this study is qualitative research with an analytical descriptive approach. Qualitative research aims to understand social problems in depth by analyzing the perceptions, attitudes, and actions of various parties involved, such as companies, influencers, and consumers affected by overclaim practices. This research approach uses an Analytical Descriptive Approach, allowing researchers to explore the issue of overclaims in the marketing of skincare products in more depth. The analytical approach is used to examine business ethics related to overclaim practices in the promotion of skincare products involving influencers and consumers, the analytical approach allows researchers to describe and understand in depth the phenomenon of overclaim, as well as its implications for consumers and company reputation. The results are based on interviews with two influencers and group discussions with two groups of active social media consumers, several conclusions were obtained as Overclaim has a negative impact on credibility and marketing effectiveness. Overclaiming creates a sense of disappointment and distrust from consumers, thus reducing promotional effectiveness and damaging the reputation of both the influencer and the brand in question, and business ethics have a central role in shaping responsible marketing strategies.