Celebrity Endorsement Analysis in Skintific Product Reviews on Tiktok on Generation Z Purchase Decisions (Case Study on Skintific Product Users in Bekasi)

This study aims to analyze the influence of celebrity endorsement in Skintific product reviews on the TikTok platform on purchasing decisions in Generation Z. The focus of this research is on users of Skintific products in the Bekasi area. The research method used is qualitative, with a case study approach. Data was collected through in-depth interviews with 15 informants who are Skintific users and actively follow product reviews on TikTok. The results of the study indicate that celebrity endorsement in Skintific product reviews on TikTok has a positive and significant influence on purchasing decisions in Generation Z. This study provides an in-depth understanding of how celebrity endorsement in product reviews on TikTok influence the perceptions, attitudes, and ultimately purchasing decisions of Generation Z towards Skintific product.

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Publication Details

Journal
MAR-Ekonomi Jurnal Manajemen Akuntansi Dan Rumpun Ilmu Ekonomi
Published
2025-02-19
DOI
https://doi.org/10.58471/mar-ekonomi.v3i02.647
Primary Topic
Digital Marketing and Social Media
Type
article
Field-Weighted Citation Impact
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article

Celebrity Endorsement Analysis in Skintific Product Reviews on Tiktok on Generation Z Purchase Decisions (Case Study on Skintific Product Users in Bekasi)

Matdio Siahaan, Djuni Thamrin, Tami Nazua Putri
MAR-Ekonomi Jurnal Manajemen Akuntansi Dan Rumpun Ilmu Ekonomi
Digital Marketing and Social Media
article

Celebrity Endorsement Analysis in Skintific Product Reviews on Tiktok on Generation Z Purchase Decisions (Case Study on Skintific Product Users in Bekasi)

Matdio Siahaan, Djuni Thamrin, Tami Nazua Putri
article en

Abstract

This study aims to analyze the influence of celebrity endorsement in Skintific product reviews on the TikTok platform on purchasing decisions in Generation Z. The focus of this research is on users of Skintific products in the Bekasi area. The research method used is qualitative, with a case study approach. Data was collected through in-depth interviews with 15 informants who are Skintific users and actively follow product reviews on TikTok. The results of the study indicate that celebrity endorsement in Skintific product reviews on TikTok has a positive and significant influence on purchasing decisions in Generation Z. This study provides an in-depth understanding of how celebrity endorsement in product reviews on TikTok influence the perceptions, attitudes, and ultimately purchasing decisions of Generation Z towards Skintific product.

MAR-Ekonomi Jurnal Manajemen Akuntansi Dan Rumpun Ilmu EkonomiVol. 3(02)
Universitas Bhayangkara Jakarta Raya (ID)
Openalex Percentile: Top 90%
Digital Marketing and Social Media
DOIOpen Access PDFOpenAlex
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Celebrity Endorsement Analysis in Skintific Product Reviews on Tiktok on Generation Z Purchase Decisions (Case Study on Skintific Product Users in Bekasi) — Matdio Siahaan, Djuni Thamrin, et al. · MAR-Ekonomi Jurnal Manajemen Akuntansi Dan Rumpun Ilmu Ekonomi (2025) | TGRS Research Map | TGRS