The Influence of Influencer Credibility, Social Media Marketing, and E-Wom on Brand Image and Its Impact on Intention to Purchase Local Skincare Among Gen Z (Study on Somethinc Local Skincare)
Keywords:
influencer credibility, social media marketing, electronic word of mouth, E-WoM, Brand Image, purchase intention, local skin care, somethincAbstract
This study focuses on local skincare products and aims to expand the current understanding by examining the impact of social media marketing, influencer credibility, and e-word-of-mouth on brand image and its influence on Generation Z consumers’ propensity to purchase local skincare products. This kind of study is quantitative and uses an online survey method with Gen Z residents of DKI Jakarta as the population being studied. Purposive sampling was used in this study with a sample size of 200 respondents. Validity and reliability testing using SmartPLS software and hypothesis testing using structural equation modeling (SEM) using SmartPLS software were the analytical techniques used to process the collected data.
References
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Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157
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Dam, S. M., & Dam, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
Dapas, C. C., Sitorus, T., Purwanto, E., & Ihalauw, J. J. O. I. (2019). The effect of service quality and website quality of zalora.Com on purchase decision as mediated by purchase intention. Quality - Access to Success, 20(169), 87–92.
Ellitan, L., Harvina, L. G. D., & Lukito, R. S. H. (2022). The Effect of Social Media Marketing on Brand
Agmeka, F., Wathoni, R. N., & Santoso, A. S. (2019). The influence of discount framing towards brand reputation and brand image on purchase intention and actual behaviour in e-commerce. In Procedia Computer Science (Vol. 161, pp. 851–858). https://doi.org/10.1016/j.procs.2019.11.192
Alghiffari, I. M., Listyorini, S., & Widiartanto3. (2022). THE EFFECT OF INFLUENCER AND CONSUMER REVIEW ON PURCHASE. Jurnal Pemikiran Dan Penelitian Administrasi Bisnis Dan Kewirausahaan, 7(3), 261–275.
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157
Costa, C. S. R., Costa, M. F. da, Maciel, R. G., Aguiar, E. C., & Wanderley, L. O. (2021). Consumer antecedents towards green product purchase intentions. Journal of Cleaner Production, 313(June). https://doi.org/10.1016/j.jclepro.2021.127964
Dam, S. M., & Dam, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
Dapas, C. C., Sitorus, T., Purwanto, E., & Ihalauw, J. J. O. I. (2019). The effect of service quality and website quality of zalora.Com on purchase decision as mediated by purchase intention. Quality - Access to Success, 20(169), 87–92.
Ellitan, L., Harvina, L. G. D., & Lukito, R. S. H. (2022). The Effect of Social Media Marketing on Brand
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Published
2024-08-13
How to Cite
Yulizar, S. P., Usman, O., & Krissanya, N. . (2024). The Influence of Influencer Credibility, Social Media Marketing, and E-Wom on Brand Image and Its Impact on Intention to Purchase Local Skincare Among Gen Z (Study on Somethinc Local Skincare) . International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 2(1). Retrieved from https://journal.unj.ac.id/unj/index.php/isc-beam/article/view/48648
