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Fathiya, Ratu Aisya Farah
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Humanities Social Sciences

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Persepsi Konsumen Terkait Iklan #Skinsolver Serum Somethinc Terhadap Keputusan Pembelian Produk Di Kalangan Gen Z Fathiya, Ratu Aisya Farah; Ramdani, Guruh
J-CEKI : Jurnal Cendekia Ilmiah Vol. 4 No. 5: Agustus 2025
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v4i5.9797

Abstract

This study examines the influence of consumer perception toward the #SkinSolver Serum Somethinc advertisement on purchase decisions among Generation Z in Jakarta. In the digital era, marketing strategies increasingly utilize visually engaging content and emotionally resonant messaging to attract younger audiences. The #SkinSolver advertisement, with its aesthetic visuals, informative narrative, and strong brand presence, is perceived to shape consumer attitudes and influence their purchasing behavior effectively. This research employs a quantitative descriptive approach through a survey distributed to 100 Gen Z respondents exposed to the advertisement. The results indicate that consumer perception, particularly concerning information quality, visual appeal, and brand image—has a positive and significant effect on purchase decisions. These findings highlight the importance of aligning advertising content with audience preferences to enhance the persuasive power of digital marketing campaigns.
Co-Authors Ramdani, Guruh