Gen-Z dan Minat Beli Kosmetik di e-Commerce

Abstract

The purpose of this study was to determine the effect of digital marketing, halal labeling and celebrity endorsersement on the interest in buying cosmetics in generation z in Jambi province. The method used is a quantitative method, using the SPSS application. This study used 100 samples of generation z spread across Jambi province. The findings of this study are that digital marketing has a significant effect on buying interest, amounting to 0.004 <0.05. Halal labeling does not have a significant effect on buying interest, with a significant value of 0.866> 0.05. Celebrity endorsement has a significant effect on buying interest, with a significant value of 0.000 <0.05. Digital Marketing, Halal Labeling and Celebrity Endorsersement together have a significant effect on purchasing interest, with an Adjusted R square value (coefficient of determination) of 0.453 or 45.3%. This shows that the influence of the variables digital marketing (X1), halal labeling (X2), and celebrity endorsement (X3) is 45.3% and the remaining 54.7% is influenced by other variables not included in this model.

Keywords: Digital marketing, Halal, Endorsement, Celebrity, Purchasing Interest, Gen-Z