The Effect of Social Proof on Generation Z's Purchasing Decisions on Moell Skincare Products on Tokopedia With Green Value as a Moderation Variable in Cirebon City

Lisna Alif Nurakhma (Universitas Swadaya Gunung Jati)
Muhammad Santoso (Universitas Swadaya Gunung Jati)

Indonesian Journal of Business Analytics (IJBA)
Vol. 6 No. 4 (2026): August 2026

This study aims to analyze the influence of social proof on the purchase decision of Moell skincare products on Tokopedia with green perceived value as a moderation variable in Cirebon City. The method used was a quantitative study with a purposive sampling technique on 121 respondents. Data analysis includes validity, reliability, normality, linearity, multiple linear regression, and Sobel test. The results of the study show that social proof has a positive and significant effect on purchase decisions and on green perceived value. In addition, green perceived value also has a positive and significant effect on purchase decisions. The results of the Sobel test prove that green perceived value is able to strengthen the relationship between social proof and purchase decisions. Thus, these two variables play an important role in driving decisions to purchase environmentally friendly skincare products on Tokopedia.