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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Nafilah Khoirotun Ni'am
Universitas Muhammadiyah Gresik
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Determinan Keputusan Pembelian Pembersih Wajah Pria Pada Generasi Gen Z Nafilah Khoirotun Ni'am; Wenti Krisnawati
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 7 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i7.13037

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.
Co-Authors Wenti Krisnawati