THE INFLUENCE OF SOCIAL MEDIA MARKETING, CELEBRITY ENDORSERS, AND ELECTRONIC WORD OF MOUTH ON PURCHASE INTENTION FOR SKINTIFIC SKINCARE PRODUCTS
DOI:
https://doi.org/10.35145/icobima.v4i2.6263Keywords:
social media marketing, celebrity endorser, electronic word of mouth, purchase intentionAbstract
The rapid development of the skincare industry and the increasing use of social media have transformed product marketing strategies. In this context, factors such as social media marketing, celebrity endorsers, and electronic word of mouth become key elements influencing consumers' purchase intentions. This study aims to identify the impact of each of these factors on the purchase intention of Skintific skincare products. The research objectives are to determine: (1) the effect of social media marketing on purchase intention, (2) the effect of celebrity endorsers on purchase intention, (3) the effect of electronic word of mouth on purchase intention, and (4) the simultaneous effect of these three variables on purchase intention. This study employs a quantitative approach, collecting data through a questionnaire distributed to 100 respondents from Generation Z in Pekanbaru. The selected respondents are those who have purchased and used Skintific products. The data collected were analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) to test the model and research hypotheses. The results indicate that celebrity endorsers and electronic word of mouth have a positive and significant impact on purchase intention, while social media marketing does not have a significant effect with purchase intention.
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