Analysis of Generation Z's Purchase Intention in Wardah Lipstick Products in Surabaya
Abstract
This research is prompted by the escalating market competition within the cosmetics sector and the downward trend of Wardah’s Top Brand Index in the lipstick sector. The objective of this study is to examine and evaluate the impact of Brand Image, Social Media Influencers, and Online Customer Reviews on the Purchase Intention of Generation Z consumers toward Wardah Lipstick products in Surabaya. A quantitative approach was deployed, utilizing digital questionnaires via Google Forms for primary data collection. The research sample comprised 150 Generation Z respondents residing in Surabaya who met the criteria of being familiar with Wardah Lipstick products and having encountered influencer-driven promotions on social media platforms. Data analysis was executed using Structural Equation Modeling-Partial Least Square (SEM-PLS) facilitated by SmartPLS 4.0 software. The empirical results demonstrate that Brand Image, Social Media Influencers, and Online Customer Reviews exert a positive and significant influence on the Purchase Intention of Generation Z consumers regarding Wardah Lipstick products in Surabaya. These insights imply that a more robust brand image, highly effective influencer marketing campaigns, and favorable digital feedback collectively drive higher consumer buying interest. Furthermore, Online Customer Reviews emerged as the most predominant variable governing consumer Purchase Intention.
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