An Exploration of Supervisor Strategies and Consumer Perceptions in Increasing Skincare Sales in the Digital Era

This study aims to explore supervisory strategies in enhancing sales performance and consumer perception in the form of satisfaction through the policies and practices implemented by supervisors at G2G, a skincare company in Indonesia. The research seeks to identify the effectiveness of these supervisory strategies and their impact on consumer perception. A mixed-methods approach was adopted, consisting of qualitative descriptive exploratory research and quantitative analysis. In the qualitative phase, the study explored comprehensively various strategies applied by supervisors to optimize skincare product sales, particularly in adapting to the digital era. The findings from this stage served as the foundation for the quantitative phase, which measured the extent to which these strategies contributed to consumer satisfaction levels. The results show that supervisors play not only an operational role but also serve as strategic intermediaries between corporate policies and consumer perceptions in the field. Supervisors ensure that promotional messages, product quality, and in-store services align with customer expectations, a role that has rarely been explicitly identified in previous retail skincare literature in Indonesia. The Cartesian diagram analysis further reveals that operational challenges, such as delivery delays and uneven promotional distribution across regions, indirectly affect customer satisfaction. Consequently, this study finds an indirect relationship between supervisory effectiveness and customer satisfaction, mediated by distribution efficiency and promotion consistency. This research introduces the concept of the Integrated Supervisory Performance Model (ISPM), a conceptual framework positioning supervisors as the central link between corporate strategy, field implementation, and consumer perception.