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All Journal Jurnal Promosi Pendidikan Ekonomi JURNAL AKUNIDA JEMMA | Journal of Economic, Management and Accounting Jurnal Ilmiah Manajemen Kesatuan Journal of Management and Bussines (JOMB) Golden Ratio of Finance Management Journal of Management Sains (JMS) Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi (JEMBA) Jurnal Pengabdian Masyarakat Formosa (JPMF) Asian Journal of Community Services (AJCS) Jurnal Ekonomi, Bisnis dan Manajemen Innovative: Journal Of Social Science Research Karimah Tauhid International Journal of Management Analytics (IJMA) Golden Ratio of Taxation Studies
Erny Amriani Asmin
Universitas Djuanda
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Other

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Journal : Jurnal Ilmiah Manajemen Kesatuan

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The Influence Of Online Communication Strategies On Purchase Intention Of Skincare Products In Generation Z Adelia, Marsach; Ramli, Abdul Haeba; Asmin, Erny Amriani; Gecolea, Zianneil T. Gecolea
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 2 (2025): JIMKES Edisi Maret 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i2.3193

Abstract

The purpose of this study was to analyze the factors that influence online communication strategies in generation Z to buy beauty products that focus on the TikTok platform involving the variables ewom, influencer marketing, content marketing, attitudes, subjective norms, purchase intentions and purchasing behavior. This study is quantitative using a purposive sampling technique conducted through an online questionnaire to 140 respondents of skintific product consumers aged 17-27 years in Tangerang. The results showed that the ewom variable had a positive effect on purchase intentions, while influencer marketing and content marketing showed a positive effect on purchase intentions. Then attitudes and subjective norms were proven to have a positive effect on purchase intentions. In addition, purchase intentions also have a positive effect on purchasing behavior. Then purchase intentions provide an indirect effect between attitudes and purchasing behavior, purchase intentions provide an indirect effect between attitudes and purchasing behavior, purchase intentions provide an indirect effect between subjective norms and purchasing behavior. Purchase intention provides an indirect influence between influencer marketing and content marketing on purchasing behavior. The results of this study are expected to help develop marketing theory and business practices in the skincare industry and be a reference for future research. Keywords: ewom, influencer marketing, content marketing, attitude, subjective norms, purchase intention and purchase behavior.
Co-Authors -, Ismartaya -, Istiyanah A Rachman Supu Abdul Haeba Ramli, Abdul Haeba Adelia, Marsach Agustian, Muhammad Rianto Alvianingsih, Anggita An Alawiyah Ananda, Shilvia Andiza, Zhahra Yasmin Latiefa Chandra Ayu Pramestidewi Dwi Gemina Farhani, Aulia Nurul Fauziah, Siti Rosmalia Gecolea, Zianneil T. Gecolea Gemini, Pra Ghea Nurhalimatuzzahroh Gunawan, Rachmat Gunawan, Rachmat Hadawiah, Nisa Siti Al Hartini, Hartini - Hutajulu, Immanoel Gunawan Hutajului, Richard Surungan Ismartaya Kartini, Tini Khoerunnisa, Salma Siti Lestari, Nuri Anik Lia Fitriani Masriya Lilis Alsucia Marsela Maria Magdalena Mashadi, M. Muhamad Risqi Pajar Pratama Muhammad Ali MUHAMMAD ALI Muhammad Samsul Rizal Mursalim Nohong Parida Meida Fera Pratama, Chandra Putra Rahmawati, Rahmawati Rakha Prabu Alamsyah Ramadhani, Agung Putra Ria Mardiana RIA MARDIANA Rizky Algafiky Samsuri . Siti Hajar Sulaeman Putri Sri Harini Suci Rahmawati Tiara Axchellawati Titiek Tjahja Andari Yulianingsih