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All Journal Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi)
Tami Nazua Putri
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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.
Co-Authors Djuni Thamrin Matdio Siahaan