The Influence of Influencer Marketing on Consumer Loyalty for Kafh Products Among Students of the Faculty of Economics, State University of Jakarta: A Conceptual Framework

Abstract - The rapid advancement of technology and modernity has significantly transformed the cosmetics industry in Indonesia, leading to notable growth in both makeup and skincare segments. Initially dominated by women, the industry has seen an increasing number of men recognizing the importance of skincare, resulting in innovative products tailored for male consumers. Effective advertising strategies are crucial for brand introduction, with a marked shift from traditional media to social media platforms like Instagram and TikTok, where influencer marketing plays a vital role. Influencers significantly impact purchasing decisions, and engaging, viral content enhances brand visibility. An example of this trend is Kahf, a men's skincare brand established in 2020, which successfully employs influencer marketing to promote its diverse product range. By leveraging social media, Kahf has created compelling promotional content, resulting in increased consumer interest and brand recognition.