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All Journal PROCEEDING OF INTERNATIONAL CONFERENCE ON BUSINESS MANAGEMENT AND ACCOUNTING
Hidayat Syahputra
Institut Bisnis dan Teknologi Pelita Indonesia, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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THE INFLUENCE OF SOCIAL MEDIA MARKETING, CELEBRITY ENDORSERS, AND ELECTRONIC WORD OF MOUTH ON PURCHASE INTENTION FOR SKINTIFIC SKINCARE PRODUCTS Devi Afrianti; Silvia Sari Sitompul; Hidayat Syahputra
International Conference on Business Management and Accounting Vol. 4 No. 2 (2026): Proceeding of International Conference on Business Management and Accounting
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/icobima.v4i2.6263

Abstract

The rapid development of the skincare industry and the increasing use of social media have transformed product marketing strategies. In this context, factors such as social media marketing, celebrity endorsers, and electronic word of mouth become key elements influencing consumers' purchase intentions. This study aims to identify the impact of each of these factors on the purchase intention of Skintific skincare products. The research objectives are to determine: (1) the effect of social media marketing on purchase intention, (2) the effect of celebrity endorsers on purchase intention, (3) the effect of electronic word of mouth on purchase intention, and (4) the simultaneous effect of these three variables on purchase intention. This study employs a quantitative approach, collecting data through a questionnaire distributed to 100 respondents from Generation Z in Pekanbaru. The selected respondents are those who have purchased and used Skintific products. The data collected were analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) to test the model and research hypotheses. The results indicate that celebrity endorsers and electronic word of mouth have a positive and significant impact on purchase intention, while social media marketing does not have a significant effect with purchase intention.
Co-Authors Devi Afrianti Sitompul, Silvia Sari