The Influence of Social Media Marketing and Celebrity Endorsers on Purchasing Decisions of Skintific Moisturizer Products among Generation Z in Palembang City

Silfa Azzahra; Ahmad Maulana; Mohammad Eko Fitrianto; Aslamia Rosa; Lisnawati Lisnawati

doi:10.63922/ijebir.v5i05.5891

Silfa Azzahra Management Study Program, Sriwijaya University
Ahmad Maulana Management Study Program, Sriwijaya University
Mohammad Eko Fitrianto Management Study Program, Sriwijaya University
Aslamia Rosa Management Study Program, Sriwijaya University
Lisnawati Lisnawati Management Study Program, Sriwijaya University

DOI: https://doi.org/10.63922/ijebir.v5i05.5891

Keywords: Celebrity Endorser, Purchasing Decision, Social Media Marketing

Abstract

The development of the skincare industry in Indonesia is encouraging companies to take advantage ofsocial media marketingAndcelebrity endorseras a strategy to influence consumer purchasing decisions. However, the decline in product salesmoisturizerThe scientific and inconsistencies in the results of previous research indicate the need for further study of the effectiveness of these two strategies. This study aims to analyze the influencesocial media marketingAndcelebrity endorseron product purchasing decisionsmoisturizerScientific on Generation Z in Palembang City. The study used a quantitative approach with a causal descriptive design and cross-sectional method. The research sample consisted of 100 respondents selected using a purposive sampling technique. Data were collected through a Google Form-based questionnaire with a Likert scale and analyzed using IBM SPSS through validity and reliability tests, classical assumption tests, multiple linear regression, coefficient of determination tests, t-tests, and F-tests. The results showed thatsocial media marketingpositive and significant effect on purchasing decisions, as wellcelebrity endorserhave a positive and significant effect on purchasing decisions. Simultaneously, both variables significantly influence purchasing decisions with a contribution of 40.1%, while the remainder is influenced by other factors outside the study. Thus, the implementation of an effective digital marketing strategy and the selection ofcelebrity endorserwhich is credible and can increase product purchasing decisionsmoisturizerSkintific on Generation Z in Palembang City.

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