Examining The Influence of Social Media eWOM on Gen Z Purchase Intention Toward Indonesian Local Skincare Products in Jabodetabek

Description

The growth of Indonesia's local skincare industry and the high use of social media among Generation Z have increased the role of electronic word of mouth (eWOM) in influencing consumer behavior. Previous research has shown that information quality, credibility, and usefulness influence purchase intentions, but research on the influence of social media eWOM on local Indonesian skincare products in the Greater Jakarta (Jabodetabek) area is still limited. Therefore, this study aims to analyze the influence of social media eWOM on Generation Z's purchase intention for local Indonesian skincare products. This study examines the relationship between information quality, information credibility, information need, attitude toward information, information usefulness, information adoption, and purchase intention. This study used a causal quantitative approach with a cross-sectional survey design. Data were collected through an online questionnaire from 315 Generation Z respondents in Greater Jakarta (Jabodetabek) and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) through SmartPLS. The results showed that information quality, information credibility, information needs, and attitudes toward information significantly influenced information usefulness. In addition, information usefulness significantly influenced information adoption, while information adoption significantly influenced purchase intention. However, attitudes toward information did not have a direct significant effect on purchase intention. These findings demonstrate the importance of quality and credible eWOM information in increasing consumer purchase intention and helping local skincare brands develop more effective social media marketing strategies.

Institutions

• Binus University

  Jakarta, Jakarta

Categories

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