ISSN: 2579-9371 (Online) Jurnal Komunikasi Profesional is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License JURNAL KOMUNIKASI PROFESIONAL e-ISSN: 2579-9371, URL: http://ejournal.unitomo.ac.id/index.php/jkp Perspektif digital marketing communication dalam memasarkan skincare di indonesia Osrita Hapsara 1 , Casmudi 2 , Dian Wardiana Sjuchro 3 , Taufik Murtono 4 , Dedy Ari Asfar 5 1 Universitas Batanghari Jambi, Indonesia 2 Universitas Balikpapan, Balikpapan, Indonesia 3 Universitas Padjadjaran, Indonesia 4 Department of Visual Communications Design, Institut Seni Indonesia 5 Balai Bahasa Provinsi Kalimantan Barat, Indonesia. Surakarta, Indonesia. osritahapsara@yahoo.co.id Received: 25-04-2021, Revised: 08-05-2021, Acceptance: 12-05-2021 English Title: Digital marketing communication perspective to promote skincare in Indonesia Abstract The rapid development of skin care products (Skincare) through social media has changed the paradigm of the digital marketing model in general. This article discusses digital marketing models that skin care products use in marketing their products. The method used was Krippendorff content analysis which was carried out through digital observation on the Instagram account of skin care products (Skincare) Elvicto @ elvicto.id from March 1, 2021 to March 31, 2021. The results of this study indicate that Elvicto is more engaged in a digital marketing communication strategy through marketing. Instagram @ elvicto.id which is dominated by personal selling strategies. Keywords: marketing communication strategy; skincare; Indonesia; digital marketing. Abstrak Perkembangan produk perawatan kulit (Skincare) yang sedemikian pesat lewat media sosial telah mengubah paradigma model pemasaran digital umumnya. Artikel ini mendiskusikan model-model pemasaran digital yang dilakukan Produk perawatan kulit (Skincare) dalam memasarkan produknya. Metode yang digunakan adalah analisis isi Krippendorff yang dilakukan melalui observasi digital pada akun instagram produk perawatan kulit (Skincare) Elvicto @elvicto.id selama 1 Maret 2021 sampai 31 Maret 2021. Hasil dari penelitian ini menunjukkan bahwa Elvicto lebih melakukan strategi komunikasi pemasaran digital marketing melalui Instagram @elvicto.id yang didominasi oleh strategi Personal selling (penjualan pribadi). Vol 5, No 3 2021 Halaman 209 - 221