https://journal.grahamitra.id/index.php/jomer <p>Journal of Management and Economics Research, merupakan jurnal yang menampung hasil penelitian pada bidang Manajemen dan Ekonomi.&nbsp; Journal of Management and Economics Research memiliki ISSN <a href="https://issn.perpusnas.go.id/terbit/detail/20221228261348926">2963-9662 (online)</a> berdasarkan Surat No 29639662/II.7.4/SK.ISSN/01/2023. Journal of Management and Economics Research terbit dalam 4 bulanan, yaitu pada bulan Desember (<strong>Issue 1</strong>), April (<strong>Issue 2</strong>), dan Agustus (<strong>Issue 3</strong>). <strong>Journal of Management and Economics Research</strong>&nbsp;terakreditasi <strong>SINTA Peringkat 6</strong>&nbsp;berdasarkan Surat Keputusan Peringkat Akreditasi periode II 2025 dari Direktorat Jenderal Riset dan Pengembangan Kementerian Pendidikan Tinggi, Sains dan Teknologi No.&nbsp;<a href="https://drive.google.com/file/d/1elcwAjdZmCJWRkkV2Kgj2r2z0yTvcV2L/view" target="_blank" rel="noopener">156/C/C3/KPT/2026</a>, tanggal 7 April 2026.</p> Graha Mitra Edukasi en-US Journal of Management and Economics Research 2963-9662 <p>Authors who publish with this journal agree to the following terms:</p> <ol> <li>Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under&nbsp;<a href="http://creativecommons.org/licenses/by/4.0/" rel="license">Creative Commons Attribution 4.0 International License</a>&nbsp;that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.</li> <li>Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.</li> <li>Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to&nbsp;<a href="http://opcit.eprints.org/oacitation-biblio.html" rel="license">The Effect of Open Access</a>).</li> </ol> https://journal.grahamitra.id/index.php/jomer/article/view/406 <p style="font-weight: 400;">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.</p> Setyo Nugroho H. Musthafa Kamil Edi Purwanto ##submission.copyrightStatement## http://creativecommons.org/licenses/by/4.0 2026-08-31 2026-08-31 4 3 43 50 10.62866/jomer.v4i3.406