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All Journal Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Firza Intania Azzahra
Politeknik Negeri Jakarta

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Perbandingan Pengaruh Kerja Sama Beauty Influencer dan Celebrity Endorsement Sebagai Media Komunikasi Pemasaran Terhadap Kepercayaan Konsumen (Studi Kasus Tiktok Somethincofficial Berdasarkan Segmentasi Generasi Z) Firza Intania Azzahra; Titik Purwinarti; Riza Hadikusuma; Risya Zahrotul Firdaus; Haris Satria Putra
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

This research is motivated by the development of the beauty industry in Indonesia and the increasing activity of generation Z on social media, especially TikTok social media. Somethinc as one of the local beauty brands utilizes digital marketing communication strategies through collaboration with beauty influencers and celebrity endorsement as a way to build consumer trust. This study aims to compare the influence of beauty influencers and celebrity endorsement on generation Z consumers' trust in the Somethinc brand. The research uses quantitative methods with a comparative associative approach. The population in this study is generation Z who live in DKI Jakarta, actively use Tiktok and have bought Somethinc products. The sampling technique used in this study is a non-probability sampling technique in the purposive sampling method. Primary data was collected through questionnaires to 150 respondents online. The data was analyzed through validity test, reliability test, classical assumption test, multiple linear regression test and T test using SPSS software. The results showed that beauty influencers and celebrity endorsement have a positive and significant influence on consumer trust in the Somethinc brand. However, beauty influencers has a greater influence than celebrity endorsement in building consumer trust. Researchers suggest that Somethinc should prioritize promotion through beauty influencers and choose beauty influencers that have a good and straightforward communication style
Co-Authors Firdaus, Risya Zahrotul Haris Satria Putra Riza Hadikusuma Titik Purwinarti