Determinan Keputusan Pembelian Pembersih Wajah Pria Pada Generasi Gen Z

Nafilah, Khoirotun Ni'am (2026) Determinan Keputusan Pembelian Pembersih Wajah Pria Pada Generasi Gen Z. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 8 (7). pp. 3624-3640. ISSN 2656-4351

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Abstract

This study examines the influence of brand image, social media marketing, celebrity endorsement, and E-WOM on the purchasing decisions of Generation Z consumers regarding Kahf facial cleanser products. This quantitative study employs a purposive sampling technique and involves 150 Generation Z university students at Universitas Muhammadiyah Gresik who have used or are currently using Kahf facial cleanser. Data were collected via a 5-point Likert scale questionnaire and analyzed using Partial Least Squares. The study reveals that brand image, social media marketing, and celebrity endorsement positively influence consumer purchasing decisions. However, the E-WOM variable was not found to have a positive impact on customer purchasing decisions. These findings are expected to contribute to the existing literature, particularly regarding Gen Z consumer behavior. Furthermore, they can serve as a reference for companies in formulating more efficient digital marketing strategies to assist consumers in making more rational and well-informed purchasing decisions.

Item Type:	Article
Uncontrolled Keywords:	Citra Merek, Pemasaran Media Sosial, Dukungan Selebriti, E-WOM,Keputusan Pembelian.
Subjects:	Economic And Business Economic And Business > Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Nafilah Khoirotun Ni'am
Date Deposited:	22 Jul 2026 04:01
Last Modified:	22 Jul 2026 04:01
URI:	http://eprints.umg.ac.id/id/eprint/17413

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