SEAN INSTITUTESEAN INSTITUTE

MAR-Ekonomi: Jurnal Manajemen, Akuntansi Dan Rumpun Ilmu EkonomiMAR-Ekonomi: Jurnal Manajemen, Akuntansi Dan Rumpun Ilmu Ekonomi

This study aims to analyze the influence of celebrity endorsement in Skintific product reviews on the TikTok platform on purchasing decisions in Generation Z. The focus of this research is on users of Skintific products in the Bekasi area. The research method used is qualitative, with a case study approach. Data was collected through in-depth interviews with 15 informants who are Skintific users and actively follow product reviews on TikTok. The results of the study indicate that celebrity endorsement in Skintific product reviews on TikTok has a positive and significant influence on purchasing decisions in Generation Z. This study provides an in-depth understanding of how celebrity endorsement in product reviews on TikTok influence the perceptions, attitudes, and ultimately purchasing decisions of Generation Z towards Skintific product.

The study concludes that celebrity endorsement significantly influences the attention and buying interest of Generation Z in Bekasi regarding Skintific products.Product reviews on TikTok also have a substantial impact on purchase decisions, providing relevant information and testimonials.Ultimately, the combination of celebrity endorsements and product reviews on TikTok effectively shapes the purchasing behavior of Generation Z consumers.

Further research could explore the long-term effects of celebrity endorsements on brand loyalty among Generation Z, moving beyond immediate purchase decisions. Additionally, a comparative study examining the effectiveness of different types of celebrity endorsements (e.g., macro-influencers vs. micro-influencers) on TikTok could provide valuable insights for marketing strategies. Finally, investigating the role of authenticity and transparency in celebrity endorsements, and how these factors impact consumer trust and purchase intentions, would be a beneficial avenue for future research. These studies would contribute to a more nuanced understanding of the complex relationship between celebrity endorsements, social media marketing, and consumer behavior, particularly within the context of Generation Z and the rapidly evolving digital landscape.

  1. PENGARUH CELEBRITY ENDORSEMENT DAN CITRA MEREK TERHADAP MINAT BELI PRODUK KECANTIKAN WARDAH PADA MAHASISWI... doi.org/10.47354/mjo.v2i1.181PENGARUH CELEBRITY ENDORSEMENT DAN CITRA MEREK TERHADAP MINAT BELI PRODUK KECANTIKAN WARDAH PADA MAHASISWI doi 10 47354 mjo v2i1 181
  2. Pengaruh Brand Image Dan Kepercayaan Terhadap Keputusan Pembelian Produk La Omvi | Jurnal Penelitian... ejurnal.politeknikpratama.ac.id/index.php/jekombis/article/view/3482Pengaruh Brand Image Dan Kepercayaan Terhadap Keputusan Pembelian Produk La Omvi Jurnal Penelitian ejurnal politeknikpratama ac index php jekombis article view 3482
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