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All Journal EKONOMIS : Journal of Economics and Business
Ariani, Jihan
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Economics, Econometrics & Finance

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Perspektif Generasi Z terhadap Pemanfaatan E-Commerce, Sosial Media, Influencer dan Testimoni Ariani, Jihan; Simamora, Virgo; Pravitasari, Endyastuti
Ekonomis: Journal of Economics and Business Vol 9, No 1 (2025): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v9i1.2047

Abstract

This study aims to determine the influence of e-commerce, social media, influencers and testimonials in increasing the interest in buying Skincare products by Generation Z. The population of this study was all Generation Z who live in the Jakarta area, have purchased skincare products through online media at least 3 times. To obtain a representative sample, the study used a purposive sampling technique. Generation Z who met the requirements and participated as research respondents were 220 participants. The results of this study revealed that the role of e-commerce and influencers was proven to have a positive effect on increasing Generation Z's interest in buying skincare products online. Conversely, the role of social media and testimonials was not proven to have a positive effect on Generation Z's interest in buying skincare products online in the Jakarta area.
Co-Authors Pravitasari, Endyastuti simamora, virgo