Pengaruh Strategi Promosi Digital terhadap Minat Beli Generasi Z pada Produk Skincare Skintific
-
Setyo Nugroho
*
Universitas Bina Sarana Informatika, Jakarta,
Indonesia
- H. Musthafa Kamil Universitas Bina Sarana Informatika, Jakarta, Indonesia
- Edi Purwanto Universitas Bina Sarana Informatika, Jakarta, Indonesia (*) Corresponding Author
Abstract
The saturation of skincare promotion on social media exposes Generation Z consumers to a high volume of information; therefore, the mere presence of digital promotion may not necessarily generate purchase intention. This study analyzes the effect of Skintific's digital promotion strategy on Generation Z consumers' purchase intention. A quantitative explanatory survey design and simple linear regression were used. Data were collected through a Likert-scale questionnaire from 40 purposively selected respondents and supported by observation, interviews, and document analysis of Skintific's digital activities. Digital promotion strategy was measured through Social Media Marketing, Influencer Marketing, Content Marketing, and Electronic Word of Mouth (E-WOM), while purchase intention was measured through Transactional, Referential, Preferential, and Exploratory Interest. The overall mean for digital promotion strategy was 2.994, with Content Marketing highest at 3.050 and Social Media Marketing lowest at 2.967. The overall mean for purchase intention was 3.002, with Preferential Interest highest at 3.042 and Transactional Interest lowest at 2.975. The instruments were valid and reliable. Regression produced a coefficient of 0.777, a t-value of 7.209, significance of 0.000, and R Square of 0.578. Digital promotion strategy had a positive and significant effect on purchase intention within the study sample. Nevertheless, the small sample size and non-probability sampling limit generalization. The study contributes an integrated mapping of four digital promotion dimensions and four forms of purchase intention among Generation Z skincare consumers.
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Copyright (c) 2026 Setyo Nugroho, H. Musthafa Kamil, Edi Purwanto
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