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All Journal Publika Jurnal Online Mahasiswa (JOM) Bidang Teknik dan Sains Agrotekma: Jurnal Agroteknologi dan Ilmu Pertanian SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Prosiding Seminar Nasional Pakar Social, Humanities, and Educational Studies (SHEs): Conference Series Mu'amalat: Jurnal Kajian Hukum Ekonomi Syariah Proceeding International Seminar of Islamic Studies Healthy Journal Jurnal Pendidikan Dasar Borneo (Judikdas Borneo) Jurnal Riset Rumpun Ilmu Tanaman Jurnal Pengabdian Masyarakat Indonesia Sejahtera JEBD Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi (JIMEA) El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Jurnal Warna Jurnal Elemen Kimia Jejak digital: Jurnal Ilmiah Multidisiplin
Fitri Lestari
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Journal : JEBD

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THE INFLUENCE OF SOCIAL MEDIA MARKETING INSTAGRAM AND BRAND IMAGE ON NIVEA MEN FACE WASH PURCHASE DECISIONS AMONG GENERATION Z IN BANDUNG Eri, Muhamad Eri Agustian; Fitri Lestari
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

This study aims to analyze the influence of Instagram Social Media Marketing and Brand Image on the Purchase Decision of Nivea Men Face Wash among Generation Z in Bandung City. The study is motivated by the increasing competition in the men’s skincare industry and the strategic role of Instagram as a primary marketing platform for Generation Z consumers. A quantitative approach with descriptive and verificative methods was employed. Data were collected through questionnaires distributed to 100 male Generation Z respondents in Bandung City using a non-probability sampling technique. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS software. The descriptive findings indicate that Social Media Marketing is perceived as relatively weak, while Brand Image and Purchase Decision are categorized as good. The verificative results reveal that both Social Media Marketing and Brand Image have a positive and significant effect on Purchase Decision, with Brand Image demonstrating a more dominant influence. These findings suggest that strengthening brand image and enhancing interactive engagement on Instagram are essential strategies to increase purchase decisions among Generation Z consumers.
Co-Authors Afif Sa'diyah Amrin Amrin Andika Andika Anindya Wulan Anti Kolonial Prodjosantoso Arnoldus Arnoldus Bintang Indragiri Darwan Effendi Dodi Aprianto Eddy Silamat Eliana Ayu Lestari Epa Arnas Eri, Muhamad Eri Agustian Fadhlan Muchlas Abrori Fitria Fitria Irlosiana Lencau Ismeddyanto, Ismeddiyanto Juliana Tanjung Khasan Besari KM Yusfar Laili Wahyunita Luthfiyyah Ananda Putri M. Nafis Aseygaf M. Nurkholis Majid M.Daffa Naufalsyah Mahatir Muhammad Mavianti, Mavianti Mawaddah Muthia Amanda Mayada Fahrina MEIRINAWATI Melvia Tri Yunita Meza Yolanda Muh.Rizki Muhammad Kevin Naufal Sakti Mutia Rahmawati Nikita Yasmin De Han Ningsih, Heny Triastuti Kurnia Novan, Andre Nur aini nindra utami Nurjannah Rahayu Kistanti Qonaah Ulfa Nurrahmah Ragen Rahadian Agung Fatkhurrozi Regi Fernandez Ridiani Maulia Ronaldus Budi Talino Sakbannudin Sakbannudin Salsabiila Salsabiila Seri Widiyana Soraya Mentari Katiandagho Suci Tiara Pertiwi Syarifuddin Syarifuddin Tanti Novita Tia Oktiani Tika Rahmawina Tri Hidayati Tri Yogi Yundari, Yundari YUSUF DANI, ANDRE