Unloking Gen Z’s Purchase Potential: The Impact Of Credibility And Trust In Social Media Marketing
DOI:
https://doi.org/10.51699/economics.v38i1.249Keywords:
Credibility, Images, Trust, Consumers, Buying Intentions, Beauty ProductAbstract
The use of beauty products has become a frequently discussed topic among society, impacting the increase in the consumption rate of beauty products. This phenomenon opens up opportunities for beauty product manufacturers to enhance their sales through various media channels. However, there are several factors that influence consumer purchasing interest through these media, such as credibility, image, and trust. Therefore, this study aims to examine the influence of factors in social media marketing on the purchasing interest of beauty products. The research method employed is quantitative descriptive method with non-probability sampling technique, using a sample of 130 Gen Z individuals in Jember City. From the three variables calculated, it is evident that the use of perceived credibility, perceived image, and consumer trust have significant effects.
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