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All Journal International Journal of Economics, Business and Innovation Research
Naurah Nazhifah
School of Economics and Business, Telkom University, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of TikTok Social Media Influencers on Cosmetic Purchase Intentions and Brand Loyalty among Generation Z Indira Rachmawati; Naurah Nazhifah
International Journal of Economics, Business and Innovation Research Vol. 3 No. 05 (2024): International Journal of Economics, Business and Innovation Research (IJEBIR)
Publisher : Cita konsultindo

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Abstract

Generation Z is known to be very familiar with technology and often uses social media, especially TikTok. The beauty and skincare industry in Indonesia uses influencer marketing as the main strategy to promote their products and services. This study used quantitative methods with purposive sampling techniques, involving 385 respondents through online questionnaires. The analysis was performed using Structural Equation Modeling (SEM). The results showed that social media influencers have a positive and significant influence on purchase intention and brand loyalty, both directly and through purchase intention as mediation. The use of social media influencers can increase brand appeal and strengthen branding at minimal cost, especially for the younger generation. This research provides further insight into how social media influencers can shape positive customer perceptions and build brand loyalty. Further research is recommended to consider additional variables such as brand image and reputation, as well as expand the scope of the social media platforms studied Keywords:Social Media Influencer, brand loyalty, purchase intention, generasi Z
Co-Authors Indira Rachmawati