<![CDATA[This study aims to analyze and determine the effect of skeptical attitudes and online customer reviews on the purchase intention of Somethinc skincare products among Generation Z in Jambi City, both partially and simultaneously. This research uses a quantitative approach. The population in this study consists of Generation Z in Jambi City who have used Somethinc skincare products, with a total sample of 96 respondents. The research data were obtained by distributing online questionnaires and were processed using IBM SPSS version 30. The analytical tools employed include validity testing, reliability testing, classical assumption tests (normality test, multicollinearity test, and heteroscedasticity test), multiple linear regression analysis, and hypothesis testing (partial test, simultaneous test and coefficient of determination). The results show that, partially, skeptical attitudes have a negative effect on purchase intention, while online customer reviews have a positive and significant effect on purchase intention. Simultaneously, skeptical attitudes and online customer reviews significantly influence purchase intention. Thus, the better the online customer reviews and the lower the level of consumer skepticism, the higher the purchase intention for Somethinc skincare products among Generation Z in Jambi City.]]>
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