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All Journal Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi)
Matdio Siahaan
Fakultas Ekonomi dan Bisnis, Universitas Bhayangkara Jakata Raya, Indonesia
Economics, Econometrics & Finance Library & Information Science

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Celebrity Endorsement Analysis in Skintific Product Reviews on Tiktok on Generation Z Purchase Decisions (Case Study on Skintific Product Users in Bekasi) Tami Nazua Putri; Djuni Thamrin; Matdio Siahaan
MAR-Ekonomi: Jurnal Manajemen, Akuntansi Dan Rumpun Ilmu Ekonomi Vol. 3 No. 02 (2025): Vol. 3 No. 01 (2024): Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58471/mar-ekonomi.v3i02.647

Abstract

This study aims to analyze the influence of celebrity endorsement in Skintific product reviews on the TikTok platform on purchasing decisions in Generation Z. The focus of this research is on users of Skintific products in the Bekasi area. The research method used is qualitative, with a case study approach. Data was collected through in-depth interviews with 15 informants who are Skintific users and actively follow product reviews on TikTok. The results of the study indicate that celebrity endorsement in Skintific product reviews on TikTok has a positive and significant influence on purchasing decisions in Generation Z. This study provides an in-depth understanding of how celebrity endorsement in product reviews on TikTok influence the perceptions, attitudes, and ultimately purchasing decisions of Generation Z towards Skintific product.
Promotion Strategies in Increasing Sales of Herborist Products through Social Media Instagram, Shopee and Tiktok Shop (Case Study on Herborist User Community in Muarabakti Village, Babelan, Bekasi Regency) Tazqiatun Napsiah; Djuni Thamrin; Matdio Siahaan
MAR-Ekonomi: Jurnal Manajemen, Akuntansi Dan Rumpun Ilmu Ekonomi Vol. 3 No. 02 (2025): Vol. 3 No. 01 (2024): Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58471/mar-ekonomi.v3i02.648

Abstract

This research investigates the promotional strategies that Herborist employs to boost its sales in the digital age, focusing specifically on platforms like TikTok, Instagram, and Shopee. Utilizing a qualitative methodology, the study collects descriptive data through interviews and observations to assess the effectiveness of these strategies. The results reveal that Herborist engages consumers by creating captivating and informative content specifically designed for each social media platform, significantly influencing consumer interest and buying behaviors. Furthermore, the study underscores the critical role of consumer feedback in enhancing promotional methods and highlights the necessity for Herborist to proactively respond to customer demands and preferences. In conclusion, the findings illustrate that a cohesive and responsive promotional strategy is vital for increasing sales and building consumer loyalty within a competitive market environment.
Co-Authors Djuni Thamrin Tami Nazua Putri Tazqiatun Napsiah