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All Journal Al-Kharaj: Journal of Islamic Economic and Business
Huda, Achmad Syamsul
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Economics, Econometrics & Finance

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The Influence of Celebrity Endorsers, Product Knowledge And Brand Image on Gen Z's Purchase Decisions on Skintific Products: Marketing, Skincare Alifia, Frasyla Putri Alifia; Huda, Achmad Syamsul
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 1 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v6i4.6553

Abstract

This study aims to analyze the influence of celebrity endorsers, product knowledge, and brand image on purchasing decisions for Skintific products among Generation Z in Jabodetabek. With the increasing awareness of the importance of skin care and the development of the beauty industry, Skintific has become one of the popular brands in Indonesia. The research method used is a quantitative approach with data collection through questionnaires distributed to 160 respondents. The results of the regression analysis show that celebrity endorsers, product knowledge, and brand image have a positive and significant influence on purchasing decisions. Simultaneously, the three variables explain 62% of the variation in purchasing decisions. These findings indicate that marketing strategies involving influencers and good product knowledge can increase consumer purchasing interest, as well as the importance of building a strong brand image to attract the attention of Generation Z. This study is expected to provide insight for manufacturers in designing more effective marketing strategies in the digital era. Keywords: Celebrity Endorser, Product Knowledge, Brand Image, Purchasing Decision, Generation Z, Skintific.
The Influence of Celebrity Endorsers, Product Knowledge And Brand Image on Gen Z's Purchase Decisions on Skintific Products: Marketing, Skincare Alifia, Frasyla Putri Alifia; Huda, Achmad Syamsul
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 1 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v6i4.6553

Abstract

This study aims to analyze the influence of celebrity endorsers, product knowledge, and brand image on purchasing decisions for Skintific products among Generation Z in Jabodetabek. With the increasing awareness of the importance of skin care and the development of the beauty industry, Skintific has become one of the popular brands in Indonesia. The research method used is a quantitative approach with data collection through questionnaires distributed to 160 respondents. The results of the regression analysis show that celebrity endorsers, product knowledge, and brand image have a positive and significant influence on purchasing decisions. Simultaneously, the three variables explain 62% of the variation in purchasing decisions. These findings indicate that marketing strategies involving influencers and good product knowledge can increase consumer purchasing interest, as well as the importance of building a strong brand image to attract the attention of Generation Z. This study is expected to provide insight for manufacturers in designing more effective marketing strategies in the digital era. Keywords: Celebrity Endorser, Product Knowledge, Brand Image, Purchasing Decision, Generation Z, Skintific.
Co-Authors Alifia, Frasyla Putri Alifia