Analisis Pengaruh Influencer Terhadap Keputusan Pembelian Skincare dan Make Up di Kalangan GenZ

Alya Syafira Khairunnisa; Balqis Najmi Aqila Putri Syaela; Firda Nur Fauziah; Hasna Maisya Nazhirah; Myisha Azlia Nafhatus Sofa; Najma Silma Nayyara; Rama Wijaya Abdul Rozak

doi:10.59581/jmk-widyakarya.v2i3.3101

Analisis Pengaruh Influencer Terhadap Keputusan Pembelian Skincare dan Make Up di Kalangan GenZ

Alya Syafira Khairunnisa ; Balqis Najmi Aqila Putri Syaela ; Firda Nur Fauziah ; Hasna Maisya Nazhirah ; Myisha Azlia Nafhatus Sofa ; Najma Silma Nayyara ; Rama Wijaya Abdul Rozak

Jurnal Mahasiswa Kreatif 📅 2024 Vol 2, No 3 🔗 DOI: 10.59581/jmk-widyakarya.v2i3.3101

Abstract

This research analyzes the influence of influencers on purchasing decisions for skincare and makeup products among Generation Z. Data was collected through a questionnaire distributed to 170 respondents. The results show that most of Generation Z follows influencers' social media accounts to obtain product information and recommendations. Influencer reviews have a significant influence on purchasing decisions, with 85.9% of respondents being interested in buying products after seeing influencer reviews. However, 88.8% of respondents still conduct additional research before making a purchase. The presence of influencer reviews can trigger consumptive behavior, with 69.4% of respondents stating so. To overcome this behavior, 87.6% of respondents set a special budget, and 89.4% compare product prices. Nevertheless, 64.1% of respondents spent more than their planned budget, with 60.6% spending more than IDR 200,000 per month on skincare and makeup products. This research concludes that influencers have a significant influence in attracting purchase interest and purchasing decisions among Generation Z for skincare and makeup products.

Keywords

Skincare; Influencer; Social Media; Purchase Decisions

How to Cite

Alya Syafira Khairunnisa, et al. (2024). Analisis Pengaruh Influencer Terhadap Keputusan Pembelian Skincare dan Make Up di Kalangan GenZ. Jurnal Mahasiswa Kreatif, 2(3). https://doi.org/10.59581/jmk-widyakarya.v2i3.3101

Alya Syafira Khairunnisa; Balqis Najmi Aqila Putri Syaela; Firda Nur Fauziah; Hasna Maisya Nazhirah; Myisha Azlia Nafhatus Sofa; Najma Silma Nayyara; Rama Wijaya Abdul Rozak, "Analisis Pengaruh Influencer Terhadap Keputusan Pembelian Skincare dan Make Up di Kalangan GenZ," Jurnal Mahasiswa Kreatif, vol. 2, no. 3, 2024.

Alya Syafira Khairunnisa; Balqis Najmi Aqila Putri Syaela; Firda Nur Fauziah; Hasna Maisya Nazhirah; Myisha Azlia Nafhatus Sofa; Najma Silma Nayyara; Rama Wijaya Abdul Rozak. "Analisis Pengaruh Influencer Terhadap Keputusan Pembelian Skincare dan Make Up di Kalangan GenZ." Jurnal Mahasiswa Kreatif, vol. 2, no. 3, 2024.

Alya Syafira Khairunnisa; Balqis Najmi Aqila Putri Syaela; Firda Nur Fauziah; Hasna Maisya Nazhirah; Myisha Azlia Nafhatus Sofa; Najma Silma Nayyara; Rama Wijaya Abdul Rozak. "Analisis Pengaruh Influencer Terhadap Keputusan Pembelian Skincare dan Make Up di Kalangan GenZ." Jurnal Mahasiswa Kreatif 2, no. 3 (2024).

Alya Syafira Khairunnisa, et al. (2024) 'Analisis Pengaruh Influencer Terhadap Keputusan Pembelian Skincare dan Make Up di Kalangan GenZ', Jurnal Mahasiswa Kreatif, 2(3). doi: 10.59581/jmk-widyakarya.v2i3.3101.

Alya Syafira Khairunnisa; Balqis Najmi Aqila Putri Syaela; Firda Nur Fauziah; Hasna Maisya Nazhirah; Myisha Azlia Nafhatus Sofa; Najma Silma Nayyara; Rama Wijaya Abdul Rozak. Analisis Pengaruh Influencer Terhadap Keputusan Pembelian Skincare dan Make Up di Kalangan GenZ. Jurnal Mahasiswa Kreatif. 2024;2(3).