<![CDATA[Purpose – This study aims to examine the influence of digital marketing, brand image, and brand preference on the purchasing decisions of Generation Z consumers toward Avoskin skincare products. Design/methodology/approach – This study employs a quantitative research design using a purposive sampling technique. The population consists of Generation Z individuals born between 1997 and 2012 who reside in Indonesia and use Avoskin skincare products. Data were collected through an online questionnaire from 150 respondents. The data were analyzed using multiple linear regression with IBM SPSS Statistics 24 to test both simultaneous and partial effects of the independent variables on purchasing decisions. Findings – The results indicate that digital marketing, brand image, and brand preference each have a positive and significant effect on purchasing decisions, both individually and collectively. These findings suggest that effective digital communication strategies, strong brand image, and favorable brand preference play a crucial role in shaping Generation Z consumers’ buying behavior in the skincare industry. Originality/value – This study contributes to consumer behavior and digital marketing literature by integrating digital marketing, brand image, and brand preference as determinants of purchasing decisions in the Indonesian skincare market. The findings provide practical implications for cosmetic brands in optimizing digital strategies and strengthening brand positioning to attract and retain Generation Z consumers.]]>
