Analisis Pengaruh Influencer Terhadap Keputusan Pembelian Skincare dan Make Up di Kalangan GenZ

Alya Syafira Khairunnisa; Balqis Najmi Aqila Putri Syaela; Firda Nur Fauziah; Hasna Maisya Nazhirah; Myisha Azlia Nafhatus Sofa; Najma Silma Nayyara; Rama Wijaya Abdul Rozak

doi:10.59581/jmk-widyakarya.v2i3.3101

Authors

Alya Syafira Khairunnisa Universitas Pendidikan Indonesia
Balqis Najmi Aqila Putri Syaela Universitas Pendidikan Indonesia
Firda Nur Fauziah Universitas Pendidikan Indonesia
Hasna Maisya Nazhirah Universitas Pendidikan Indonesia
Myisha Azlia Nafhatus Sofa Universitas Pendidikan Indonesia
Najma Silma Nayyara Universitas Pendidikan Indonesia
Rama Wijaya Abdul Rozak Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.59581/jmk-widyakarya.v2i3.3101

Keywords:

Skincare, Influencer, Social Media, Purchase Decisions

Abstract

This research analyzes the influence of influencers on purchasing decisions for skincare and makeup products among Generation Z. Data was collected through a questionnaire distributed to 170 respondents. The results show that most of Generation Z follows influencers' social media accounts to obtain product information and recommendations. Influencer reviews have a significant influence on purchasing decisions, with 85.9% of respondents being interested in buying products after seeing influencer reviews. However, 88.8% of respondents still conduct additional research before making a purchase. The presence of influencer reviews can trigger consumptive behavior, with 69.4% of respondents stating so. To overcome this behavior, 87.6% of respondents set a special budget, and 89.4% compare product prices. Nevertheless, 64.1% of respondents spent more than their planned budget, with 60.6% spending more than IDR 200,000 per month on skincare and makeup products. This research concludes that influencers have a significant influence in attracting purchase interest and purchasing decisions among Generation Z for skincare and makeup products.

References

Agustin, N. (2022). PENGARUH INFLUENCER MARKETING DAN PERSEPSI HARGA TERHADAP MINAT BELI SKINCARE PADA TIKTOK SHOP.

KINERJA Jurnal Ekonomi Dan Bisnis, 5(1). https://doi.org/https://doi.org/10.34005/kinerja.v5i01.2243

Anzaini, M. S., Anggreni, L., Felicia, N. E., & Mettaritha, R. (2023a). Pengaruh Beauty Influencer dan Story Instagram Terhadap Keputusan Pembelian Produk Kecantikan pada Media Sosial. Jurnal Ilmiah Multidisipline, 1(11), 356–367. https://doi.org/10.5281/zenodo.10278771

Anzaini, M. S., Anggreni, L., Felicia, N. E., & Mettaritha, R. (2023b). Pengaruh Beauty Influencer dan Story Instagram Terhadap Keputusan Pembelian Produk Kecantikan pada Media Sosial. Jurnal Ilmiah Multidisipline, 1(11), 356–367. https://doi.org/10.5281/zenodo.10278771

Aprianus Paskalis Nahak, S. (2023). PENGARUH INFLUENCER, BRAND IMAGE DAN KEPUASAN PELANGGAN TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN SKINCARE MS GLOW. JOURNAL OF COMPREHENSIVE SCIENCE, 4(1), 88–100.

https://doi.org/https://doi.org/10.59188/jcs.v2i7.460

Aprilia, A. D., & Hidayati, N. (2021). The Effect of Celebrity Endorsers on Purchase Decisions on the Fait Hijab Online Shop on Instagram. Business and Management Research, 8(2), 230–234. http://jurnal.unmer.ac.id/index.php/jbm

Arviani, Y. T., & Ramadaey Bangsa, J. (2024). Pengaruh Shopee Live, Brand Ambassador K-Pop EXO, Dan Brand Image Terhadap Keputusan Pembelian Pada Produk Scralett Whitening Di E-Commerce Shopee Studi Kasus Pada Konsumen Scralett Kota Semarang. Jurnal Riset Dan Publikasi Ilmu Ekonomi, 2(2), 315–325. https://doi.org/10.61132/menawan.v2i2.404

Citra Amalia, A., & Sagita Putri, G. (2019). Sosial : Jurnal Penelitian Ilmu-Ilmu Sosial; Analisa Pengaruh Influencer Social Media Terhadap Keputusan Pembelian Konsumen Generasi Z di Kota Surabaya. Jurnal Penelitian Ilmu-Ilmu Sosial,

(2). http://sosial.unmermadiun.ac.id/index.php/sosial

Elisa Devi Pakan, & Sugeng Purwanto. (2022). PENGARUH BEAUTY INFLUENCER DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK FACIAL WASH GARNIER DI SURABAYA.

SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management and Business, 5(3). https://doi.org/https://doi.org/10.37481/sjr.v5i3.535

Indah Lestari, N., Ramadani, M., Noor Syrah, A., & Anggreini, S. (2024). Peran Beauty Influencer Dalam Meningkatkan Minat Beli Produk Make Up Pada Generasi Z. Sains Manajemen, 9(2), 56–72. https://doi.org/10.30656/sm.v9i2.8044

Lengkawati, A. S., & Saputra, T. Q. (2021). Pengaruh Influencer Marketing Terhadap Keputusan Pembelian (Studi Pada Elzatta Hijab Garut). Prismakom, 18 (1)(1), 33–38.

https://scholar.google.co.id/scholar_url?url=http://www.jurnal.stieyasaanggana.a c.id/index.php/yasaanggana/article/download/69/41&hl=id&sa=X&ei=qjcxZpL UM5Gq6rQP0v6Q2Ac&scisig=AFWwaeayhXrwjLNyPXC-EWj- RnSZ&oi=scholarr

Lestiyani, D. N., & Purwanto, S. (2023). Analisis Pengaruh Influencer Marketing dan Brand Love terhadap Keputusan Pembelian Produk Skincare Skintific. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(2), 886–898. https://doi.org/10.47467/elmal.v5i2.5513

Narista, F. D., & Himawan, A. F. I. (2021). Pengaruh Sosial Media, Influencer dan Customer Review Terhadap Keputusan Pembelian Produk Ms Glow. Jurnal Mahasiswa Manajemen, 2(01), 55.

https://doi.org/10.30587/mahasiswamanajemen.v2i01.2369

Nofa Lestiyani, D., Purwanto Program Studi Manajemen, S., Ekonomi dan Bisnis Universitas Pembangunan Nasional, F., & Timur, J. (2024). Analisis Pengaruh Influencer Marketing dan Brand Love terhadap Keputusan Pembelian Produk Skincare Skintific. Jurnal Kajian Ekonomi & Bisnis, 5(2). https://doi.org/https://doi.org/10.47467/elmal.v5i2.5513

Qurrata Ayunina Ciptantri Hadipranata, Achmad Marzuki, & Mia Indah Prastiwi. (2023). PENGARUH INFLUENCER DAN IKLAN TERHADAP KEPUTUSAN

PEMBELIAN DI MARKETPLACE SHOPEE. In Jurnal Riset Akuntansi dan Bisnis Indonesia STIE Widya Wiwaha (Vol. 3, Issue 1). https://doi.org/https://doi.org/10.32477/jrabi.v3i1.682

Recha Anjani, E., & Simamora, V. (2022). PENGARUH INFLUENCER, HARGA DAN KUALITAS PRODUK SKINCARE SCARLETT WHITENING TERHADAP KEPUTUSAN PEMBELI GENERASI Z, DKI JAKARTA. Jurnal

Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 6(3). https://compas.co.id/article/brand-skincare-

Rima Rohmatun Nisa. (2019). PENGARUH SOSIAL MEDIA INFLUENCER DAN TRUSTWORTHINESS TERHADAP KEPUTUSAN PEMBELIAN

KOSMETIK MAKE OVER (DI ROYAL PLAZA). Jurnal Pendidikan Tata Niaga (JPTN), 07(02). https://doi.org/https://doi.org/10.26740/jptn.v7n2.p%25p

Shadrina, R. N., & Sulistyanto, Y. (2022). ANALISIS PENGARUH CONTENT MARKETING, INFLUENCER, DAN MEDIA SOSIAL TERHADAP

KEPUTUSAN PEMBELIAN KONSUMEN (Studi pada Pengguna Instagram dan Tiktok di Kota Magelang). DIPONEGORO JOURNAL OF MANAGEMENT,

(1). http://ejournal-s1.undip.ac.id/index.php/dbr

Sifa Nur Uyuun, & Renny Dwijayanti. (2022). PENGARUH INFLUENCER MARKETING DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING PADA MAHASISWA FEB UNESA. JURNAL EKONOMI, MANAJEMEN PARIWISATA DAN PERHOTELAN, 1(2).

https://doi.org/https://doi.org/10.55606/jempper.v1i2.390

Syaparudin Bs, Arizal N, & Ririn Handayani. (2023). Analisis Pengaruh Content Marketing, Influencer, dan Media Sosial Terhadap Keputusan Pembelian Konsumen. JMBT (Lurnal Manajemen Dan Bisnis Terapan), 5(2), 78–

https://doi.org/https://doi.org/10.31849/jmbt.v5i2.14231

Tayl, S. J., & Silintowe, Y. B. R. (2021). Celebrity Endorser dan Keputusan Pembelian untuk Generasi Z: Efek Mediasi Citra Merek. Jurnal Bisnis Dan Manajemen, 8(2), 270–281. https://doi.org/10.26905/jbm.v8i2.6085

Tsania Mutamassikah Biddin Nasir, Achmad Agus Priyono, & Sulton Sholehuddin. (2023). Pengaruh Iklan Sosial Media, Influencer Marketing, dan Electronic Word-of-Mouth terhadap Keputusan Pembelian Produk Kecantikan Avoskin (Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Malang). E – Jurnal Riset Manajemen, 12(01). https://jim.unisma.ac.id/index.php/jrm/article/view/19853

Widyanto, H. A., & Agusti, C. R. (2020). Beauty influencer in the digital age: How does it influence purchase intention of generation Z? Jurnal Manajemen Dan Pemasaran Jasa, 13(1), 1–16. https://doi.org/10.25105/jmpj.v13i1.5453

Yunita Purwanto, & Wilma Laura Sahetapy. (2022). PENGARUH CONTENT MARKETING DAN INFLUENCER ENDORSER TERHADAP PURCHASE INTENTION PADA BRAND SKINCARE SOMETHINC. AGORA, 10(1).

https://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/12056