Florencia, Clarisha Delsa (2026) Pengaruh Brand Image, Social Media Influencer dan Online Customer Review Terhadap Purchase Intention Konsumen Generasi Z Pada Produk Lipstik Wardah di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research was motivated by the intense competition in the cosmetics industry and the decline in the Top Brand Index of Wardah Lipstick, despite the brand's continued popularity in Indonesia. This study examines shifts in consumer behavior in the digital age, where social media and online testimonials have become crucial stimulants in triggering purchase intentions, especially among younger age groups. The study aimed to analyze the impact of brand image, social media influencers, and online customer reviews on the purchase intention of Generation Z consumers for Wardah Lipstick in Surabaya. The approach used was a quantitative method, distributing a questionnaire via Google Forms to 150 respondents. The sample was selected based on the criteria of Generation Z consumers in Surabaya who were familiar with Wardah Lipstick and had seen its promotion by influencers on social media. Data analysis was performed using Structural Equation Modeling Partial Least Squares (SEM-PLS) using SmartPLS 4.0 software. The analysis results show that brand image, social media influencers, and online customer reviews contribute positively and significantly to the purchase intention of Generation Z consumers for Wardah lipstick in Surabaya. These findings indicate that a strong brand image, the right choice of influencers, and positive online reviews can linearly escalate consumer purchase intention. Among these three aspects, online customer reviews were found to be the most dominant determinant in influencing customer purchase intention.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Manajemen Clarisha Delsa Florencia Endik Krisdianto | ||||||||
| Date Deposited: | 08 Jul 2026 07:27 | ||||||||
| Last Modified: | 08 Jul 2026 07:44 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54863 |
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