The Effect of Influencer Marketing and Product Quality on Purchase Decision of Skintific Among Generation Z in Jabodetabek with Brand Image as Mediating Variable
DOI:
https://doi.org/10.38035/gmbr.v2i2.768Keywords:
Influencer Marketing, Product Quality, Brand Image, Purchase Decision, Generation ZAbstract
This study aims to analyze the effect of influencer marketing and product quality on the purchase decision of Skintific products among Generation Z in Greater Jakarta (Jabodetabek), with brand image as a mediating variable. The background of this research is driven by the intensifying competition among cosmetic brands amid the growth of the “fast beauty” trend, in which Skintific has actively used influencer marketing, represented by its collaboration with Tasya Farasya, as part of its digital marketing strategy. This research employed a quantitative causal approach using an online survey distributed to 200 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS version 4. The results show that influencer marketing has no significant direct effect on purchase decisions, whereas product quality has a positive and significant direct effect on purchase decisions. Both influencer marketing and product quality have positive and significant effects on brand image, and brand image itself has a positive and significant effect on purchase decisions. Furthermore, brand image fully mediates the relationship between influencer marketing and purchase decisions, and partially mediates the relationship between product quality and purchase decisions. These findings indicate that strengthening brand image and improving product quality are essential strategies for increasing purchase decisions for Skintific products among Generation Z consumers.
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