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All Journal Jurnal Pariwisata, Bisnis Digital dan Manajemen
Putri, Keysha Aeletta
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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PERAN INFLUENCER MARKETING DAN TESTIMONI TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK DI E-COMMERCE SHOPEE PADA GENERASI Z DI KOTA DEPOK Putri, Keysha Aeletta; Elyana, Instianti
Jurnal Pariwisata Bisnis Digital dan Manajemen Vol. 4 No. 2 (2025): Jurnal Pariwisata, Bisnis Digital dan Manajemen Periode November 2025
Publisher : LPPM Universitas Nusa Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33480/jasdim.v4i2.7475

Abstract

This research investigates how influencer marketing and consumer testimonials on the purchase decisions of Generation Z in Depok City, focusing on cosmetic products sold on Shopee. The rapid growth of the digital cosmetic industry has made these marketing strategies crucial for engaging the largest and digitally active consumer group in Indonesia. Primary data were collected via Likert-scale questionnaires from 100 purposively sampled respondents between July and September 2025. Multiple linear regression analysis using SPSS showed that both influencer marketing (β positive, p < 0.05) and testimonials (β positive, p < 0.05) significantly influence consumer choices assessed secara terpisah maupun bersama-sama. Nilai determinasi  (R² = 0.784) indicates that 78.4% of the variation in purchase decisions is explained by these two variables. These findings highlight the importance for cosmetic marketers on Shopee to leverage influencer marketing and testimonials to effectively increase Generation Z's purchasing behavior.
Co-Authors Instianti Elyana, Instianti