Determinan Keputusan Pembelian Produk Skincare pada Generasi Z Di Denpasar

Abstract

The purpose of this study is to examine how brand image, online customer reviews, and influencer endorsement influence consumer decisions to purchase Skintific Skincare. SEM-PLS analysis, the data analysis approach used in this study, attempts to determine whether there is a relationship or impact between the constructs to assess the predictive association between them. The population of this study is Generation Z Denpasar, whose exact number is unclear. Thirteen indications were used in this investigation, calculated using a minimum of 65 samples and a maximum of 130 samples. It can be concluded from the research findings and the debates explained earlier that influencer endorsement influences consumer decisions to purchase. Purchase decisions are positively influenced by online customer reviews. Purchase decisions are positively influenced by brand image.