Social Media Marketing, Brand Awareness, and Consumer Reviews in Gen Z Skincare Purchase Decisions

Authors

  • Theresia Aurora Universitas Bina Nusantara
  • Arbi Siti Rabiah Universitas Bina Nusantara

DOI:

https://doi.org/10.59422/lmp.v4i01.1253

Keywords:

Social Media Marketing, Brand Awareness, Customer Review, Purchase Decision, Local Skincare, Gen Z, Jabodetabek

Abstract

This study aims to analyze the influence of Social Media Marketing, Brand Awareness, and Customer Reviews on Purchase Decisions for local skincare products among Generation Z in the Jabodetabek area. The data collection method was carried out by distributing questionnaires using Google Form media, with a sample size of 301 respondents. The data analysis technique used was multiple linear regression analysis, with the help of SPSS version 25 software. The results of the study showed that Social Media Marketing, Brand Awareness, and Customer Reviews had a positive and significant effect on purchase decisions (Purchase Decision) for local skincare products. This finding indicates that these three variables are important factors that need to be considered by business actors in increasing Gen Z consumers' purchasing decisions for local skincare products.

Downloads

Published

2026-06-05

Issue

Vol. 4 No. 01 (2026): Mei 2026

Section

Articles

License

Copyright (c) 2026 Score: Jurnal Lentera Manajemen Pemasaran

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Hak Cipta © Penulis.
Penulis tetap memegang hak cipta atas artikel ini dan mengizinkan jurnal untuk menerbitkannya. Artikel ini dilisensikan di bawah Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0), yang memungkinkan siapa pun untuk menggunakan, membagikan, dan mengadaptasi isi artikel selama mencantumkan atribusi yang tepat dan menggunakan lisensi yang sama untuk karya turunan.