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All Journal Prosiding National Conference for Community Service Project Journal of Information System and Technology (JOINT) Media Bina Ilmiah Conference on Management, Business, Innovation, Education and Social Sciences (CoMBInES) Conference on Community Engagement Project (Concept) Conference on Business, Social Sciences and Technology (CoNeScINTech)
Jessy Jessy
Universitas Internasional Batam
Aerospace Engineering Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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Journal : Media Bina Ilmiah

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ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI BRAND AMBASSADOR TERHADAP PURCHASE INTENTION PRODUK SKINCARE DENGAN TRUST SEBAGAI VARIABEL INTERVENING PADA GENERASI Z Jessy Jessy
Media Bina Ilmiah Vol. 18 No. 7: Februari 2024
Publisher : LPSDI Bina Patria

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Abstract

One of the developments that has become a trend in the current era is the trend of beauty and skin care. The group that dominates in skin care and beauty is Generation Z. This research aims to identify and analyze factors that influence purchase intentions of local skin care products branded by Korean celebrities. The object of this research is generation Z in Batam City who have purchased local skincare products that use Korean celebrities as brand ambassadors. Data analysis used in this research was carried out using Smart PLS with a total of 348 respondents. The research results show that the variables brand awareness, information quality and usefulness have a significant positive effect on trust, while the variables electronic-word of mouth and reputation do not have a significant effect.
Co-Authors Cindy Valentina Deni Ariadi Edy Yulianto Putra Eric Eric Eryc Eryc Felix King Lie Hesniati Hesniati Iskandar Itan Jeanette Andhini Nurulia Mashita Jocelyn Jocelyn Kelly Kelly Robby Krisyadi Viona Angelina Herwanto