Electronic Resource

The Influence of Celebrity Endorsers, Product Knowledge And Brand Image on Gen Z's Purchase Decisions on Skintific Products

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"This study aims to analyze the influence of celebrity endorsers, product knowledge,
and brand image on purchasing decisions for Skintific products among Generation
Z in Jabodetabek. With the increasing awareness of the importance of skin care
and the development of the beauty industry, Skintific has become one of the popular
brands in Indonesia. The research method used is a quantitative approach with
data collection through questionnaires distributed to 160 respondents. The results
of the regression analysis show that celebrity endorsers, product knowledge, and
brand image have a positive and significant influence on purchasing decisions.
Simultaneously, the three variables explain 62% of the variation in purchasing
decisions. These findings indicate that marketing strategies involving influencers
and good product knowledge can increase consumer purchasing interest, as well as
the importance of building a strong brand image to attract the attention of
Generation Z. This study is expected to provide insight for manufacturers in"

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Detail Information

Series Title

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Call Number

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Publisher

Bogor : Al-Kharaj: Journal of Islamic Economic and Businesss., 2025

Collation

611 - 624

Language

English

ISBN/ISSN

NIM.2110101053

Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

Volume 6 (4), 2024

Subject(s)

Brand Image
Celebrity Endorser
Product Knowledge
Purchasing

Specific Detail Info

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Statement of Responsibility

Frasyla Putri Alifia Alifia ; Achmad Syamsul Huda

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