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All Journal Jurnal Farmasi Komunitas
Binti Gulam Manaver, Asamah Nurul Huda
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Health Professions Medicine & Pharmacology Public Health

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Beauty Influencer Impact on Late Gen Z's Skincare Purchase at UNAIR and MSU: A Cross-Sectional Study Tanujaya, Angeline Felisca; Sabariman, Jevon Samuel; Sasmita , Anggininda Salsabila Dwi; Binti Gulam Manaver, Asamah Nurul Huda; Setijawan, Danella Athaillah Putri; Nayyara, Danish Aulia Siti; Husada, Fathur Rahman Digda Putra; Razali, Nur Aina Farhah; Abd Aziz, Nur Izzah; Nurul Nikmah; Binti Hasbullah, Rabiatul Adawiyah; Gesnita Nugraheni; Elida Zairina
Jurnal Farmasi Komunitas Vol. 12 No. 1 (2025): JURNAL FARMASI KOMUNITAS
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/jfk.v12i1.73739

Abstract

The increasing popularity of skincare products among late Gen Z is heavily influenced by beauty influencers, especially on social media platforms such as TikTok and Instagram. While credibility is considered a crucial factor in purchase decisions, emerging trends suggest that popularity and ability to entertain may play stronger roles. This study aimed to analyze the impact of beauty influencers on skincare purchasing decisions among late Gen Z students at Universitas Airlangga (UNAIR) and Management and Science University (MSU). A cross-sectional survey was conducted using accidental sampling and involved 115 students (UNAIR n=58, MSU n=57) aged 18-23 from non-health faculties, sampled at the area of Campus B using Spearman’s rank correlation to assess the relationship between influencer attributes (credibility, ability to entertain, trend and popularity) with purchase intention. The findings indicate a moderate and significant correlation between beauty influencer attributes and consumer purchase intention (r = 0.604, p < 0.001). Among the independent variables, popularity (r = 0.585) and trend (r = 0.540) showed the strongest correlations with purchase intention, while credibility (r = 0.329) showed the weakest correlation. This suggests that late Gen Z consumers prioritize an influencer's popularity relevance over credibility, highlighting how beauty influencer shape skincare purchasing behaviour and offering it more ethical marketing and informed consumer decisions.
Co-Authors Abd Aziz, Nur Izzah Binti Hasbullah, Rabiatul Adawiyah Elida Zairina Gesnita Nugraheni Husada, Fathur Rahman Digda Putra Nayyara, Danish Aulia Siti Nurul Nikmah Razali, Nur Aina Farhah Sabariman, Jevon Samuel Sasmita , Anggininda Salsabila Dwi Setijawan, Danella Athaillah Putri Tanujaya, Angeline Felisca