<![CDATA[The massive growth of the skincare industry has triggered intense competition among local skincare brands in the digital market, including Whitelab, which faces fluctuations in market position in attracting the attention of young consumers. This study aims to determine and analyze the effect of content marketing, customer reviews, and brand image, both partially and simultaneously, on the purchase decisions of Whitelab products among Generation Z consumers in Surabaya City. The research employed a causal associative quantitative approach. Primary data were collected through a digital questionnaire based on a Likert Scale from 156 respondents selected using purposive sampling techniques based on the Slovin Formula. Data analysis was conducted using multiple linear regression processed with IBM SPSS Statistics. The results of the t-test proved that content marketing (t = 2.102; p = 0.037), customer review (t = 2.021; p = 0.045), and brand image (t = 2.672; p = 0.008) partially had a positive and significant effect on purchase decisions. The results of the F-test showed a significant simultaneous effect (F = 5.345; p = 0.002) with a coefficient of determination (R²) contribution of 9.5%. The findings conclude that brand image is the most dominant stimulating factor influencing the actual purchase decisions of Generation Z consumers in Surabaya.]]>
Copyrights © 2026
