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All Journal Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Jurnal Simki Economic
Ryan Fazriansyah
Universitas Trisakti
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Maskulinitas terhadap Minat Beli Skincare di Kalangan Pria Gen Z Ryan Fazriansyah; Willy Arafah
Jurnal Simki Economic Vol 8 No 2 (2025): Volume 8 Nomor 2 Tahun 2025
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v8i2.1211

Abstract

This study aims to analyze the influence of Skin Health Concerns, Masculinity, Perception Regarding Skincare, Social Media Use, and Self-Image Concerns on Men's Skincare Purchase Intention in Gen Z Men in Jabodetabek. This study uses a quantitative approach with an online survey method through a questionnaire. The population is Generation Z men aged between 15-28 years in the Jabodetabek area and samples were collected from 174 respondents who have experience using skincare or not. The data analysis technique uses Covariance Based Structural Equation Modeling (CB-SEM) with the help of AMOS software. The results showed that Social Media Use has a positive effect on Self-Image Concerns, and Self-Image Concerns has a positive effect on Men's Skincare Purchase Intention. However, the variables Skin Health Concerns, Masculinity, and Perception Regarding Skincare have no effect on Men's Skincare Purchase Intention. Self-image formation through social media is the main factor that drives Gen Z men to buy skincare products. This finding contributes to the development of consumer behavior science, especially in the context of gender and self-care, and becomes the basis for skincare cosmetic companies to design marketing strategies that are more relevant and adaptive to modern male consumer trends.
Pengaruh Ulasan Online dan Endorsement Selebriti terhadap Niat Beli Kosmetik pada Konsumen Perempuan Muda Ryan Fazriansyah; Willy Arafah
Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce Vol. 5 No. 2 (2026): Juni : Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/digital.v5i2.6380

Abstract

This study aims to analyze the effect of celebrity influencer’s credibility, celebrity influencer’s attractiveness, online customer reviews, and attitude toward brand on the purchase intention of young female consumers of cosmetic products. This research employs a quantitative approach using hypothesis testing with a correlational research design. Data were collected through an online questionnaire distributed to 154 female respondents aged 18–35 years in the Jabodetabek area who actively use social media and have purchased cosmetic products based on influencer recommendations. The data analysis technique used is Structural Equation Modeling (SEM) with the assistance of AMOS software. The results indicate that celebrity influencer’s credibility, celebrity influencer’s attractiveness, and online customer reviews do not have a significant effect on attitude toward brand. In contrast, attitude toward brand has a positive and significant effect on purchase intention. These findings suggest that consumers’ purchase intention is more strongly influenced by their attitude toward the brand rather than external factors such as influencers and online reviews. Therefore, cosmetic companies are advised to focus more on building positive consumer attitudes toward their brands through more relevant and emotionally engaging marketing strategies.
Co-Authors Willy Arafah