Virrel Alif Daffa. 2026. The Influence Of Body Positivity Marketing And Social Media In Shaping Consumer Preferences For Skincare Products In Banjarmasin. Supervisor: Dr. Hastin Umi Anisah, S.E., M.M; Prof. Laila Refiana Said, S.Psi., M.Si., Ph.D; Dr. R.R. Yulianti Prihatiningrum, S.E., M.Si., CMA, CPM (Asia)

In today's digital era, the rapid growth of social media and the increasing emphasis on body positivity have significantly transformed the marketing strategies employed by skincare brands. These developments have influenced consumers' perceptions, attitudes, and purchasing preferences toward skincare products. This study aims to analyze the influence of Body Positivity Marketing and Social Media on Consumer Preferences for skincare products among Management students of the Faculty of Economics and Business, Universitas Lambung Mangkurat, in Banjarmasin.

This research employed a quantitative approach using a non-probability sampling technique through purposive sampling. A total of 150 respondents participated in this study by completing questionnaires, and the data were analyzed using the PLS-SEM technique through SmartPLS 4.0. The respondents were predominantly female, with most of them belonging to the Class of 2023. Instagram was identified as the most frequently used social media platform among the respondents. These characteristics indicate that the respondents represent an active group of social media users who are regularly exposed to body positivity marketing and skincare-related content, making them appropriate participants for examining consumer preferences toward skincare products.

The results of this study indicate that: (1) Body Positivity Marketing has a positive and significant effect on Consumer Preferences for skincare products; and (2) Social Media has a positive and significant effect on Consumer Preferences for skincare products.

Keywords: Body Positivity Marketing, Social Media, Consumer Preferences, Skincare Product, Banjarmasin