STUDENTS’ KNOWLEDGE AND SKILLS IN BEAUTY CONTENT CREATION: A DESCRIPTIVE STUDY IN HIGHER EDUCATION

Abstract

The rapid growth of social media has increased the need for students in the Cosmetology and Beauty Education Study Program to develop knowledge and skills in beauty content creation as essential competencies in the digital era. However, previous studies have predominantly examined beauty content from audience responses, consumer interest, purchasing decisions, and digital marketing perspectives, while limited attention has been given to students’ self-reported knowledge and skills in beauty content creation. This study aimed to analyze students’ self-reported knowledge and skills in beauty content creation. A quantitative approach with a descriptive research design was employed involving 55 students from the 2022 cohort at Universitas Negeri Padang, selected through total sampling. Data were collected using a questionnaire and analyzed using descriptive statistics and the Respondent Achievement Level (TCR). The findings showed that students’ knowledge was categorized as very high, with an average TCR of 87.32%, while their skills were also categorized as very high, with an average TCR of 87.01%. The contribution of this study lies in providing a profile of students’ self-reported knowledge and skills in beauty content creation by integrating knowledge and skills as two dimensions relevant to digital content creation in beauty education. Theoretically, this study contributes empirical evidence to digital competence in beauty education by highlighting the importance of beauty-related knowledge and content-creation skills in conceptualizing, producing, and communicating content through social media. These findings provide a basis for improving digital content-based learning and strengthening students’ knowledge and skills for the evolving beauty industry.