Pengaruh Celebrity Endorser, Social Media Marketing, dan Konten Review Terhadap Keputusan Pembelian Produk Skincare Kahf Di E Commerce Shopee Di Kalangan Gen Z Kota Surabaya Timur. (The Influence of Celebrity Endorsers, Social Media Marketing, and Review Content on Skincare Product Purchase Decisions of Kahf on Shopee E-Commerce Among Gen Z in East Surabaya).

Rahmatullah, Danar Bagus Setiawan (2025) Pengaruh Celebrity Endorser, Social Media Marketing, dan Konten Review Terhadap Keputusan Pembelian Produk Skincare Kahf Di E Commerce Shopee Di Kalangan Gen Z Kota Surabaya Timur. (The Influence of Celebrity Endorsers, Social Media Marketing, and Review Content on Skincare Product Purchase Decisions of Kahf on Shopee E-Commerce Among Gen Z in East Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

	Text Abstrak.pdf Download (2MB)
	Text BAB 1.pdf Restricted to Repository staff only Download (852kB) | Request a copy
	Text BAB 2.pdf Restricted to Repository staff only Download (551kB) | Request a copy
	Text BAB 3.pdf Restricted to Repository staff only Download (343kB) | Request a copy
	Text BAB 4.pdf Restricted to Repository staff only Download (1MB) | Request a copy
	Text BAB 5.pdf Restricted to Repository staff only Download (233kB) | Request a copy
	Text Daftar Pustaka.pdf Restricted to Repository staff only Download (222kB) | Request a copy
	Text Lampiran.pdf Download (1MB)
	Text LoA_Danar Bagus Setiawan Rahmatullah, Awin Mulyati, Anom Maruta.pdf Download (344kB)
	Text SK lolos Turnitin.pdf Download (163kB)
	Text skripsi danar bagus.pdf Restricted to Repository staff only Download (9MB) | Request a copy
	Text Hasil Uji Turnitin.pdf Restricted to Repository staff only Download (132kB) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Text BAB 5.pdf Restricted to Repository staff only Download (445kB) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)

Abstract

The skincare industry in Indonesia is experiencing rapid growth, driven by increasing public awareness, especially among Gen Z, of the importance of skin health and appearance. Gen Z is not only looking for treatments to improve their appearance, but also considering aspects of sustainability, skin health, and ethical values such as vegan and cruelty-free. This study aims to analyze the influence of celebrity endorsers, social media marketing, and review content on purchasing decisions for Kahf skincare products through e-commerce platforms among Generation Z. Kahf is a skincare product for men with innovations that men need today and can answer skin problems according to the types of skin they have. The research method used is quantitative, where data is collected through questionnaires distributed to 100 respondents from Gen Z who have purchased Kahf products on the Shopee E-commerce. The results of the study show that celebrity endorsers, social media marketing, and review content simultaneously influence purchasing decisions. Together, the independent variables Celebrity Endorser, Social Media Marketing, and Review Content have a significant effect on purchasing decisions. These findings indicate the importance of digital and content-based marketing strategies in building trust and driving purchasing decisions in the e-commerce era, especially for the Gen Z market segment. Along with the development of the digital era, consumer behavior, especially Gen Z, has shifted, where they tend to be influenced by public figures, digital content, and online reviews before making a purchase.

Actions (login required)

View Item