THE INFLUENCE OF CELEBRITY ENDORSERS, BRAND IMAGE, AND CONSUMER TRUST ON THE PURCHASE DECISIONS OF SOMETHINC PRODUCTS AMONG GEN Z IN BATAM

Abstract

This study was conducted to determine the influence of celebrity endorsers, brand image, and consumer trust on the purchase decision of Somethinc among Gen Z in Batam. A quantitative approach was used with a survey technique involving 100 respondents. Data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression, and hypothesis testing using SPSS version 27. The results indicate that all three variables significantly influence purchasing decisions simultaneously. However, when analyzed individually, only celebrity endorsers and brand image have a significant influence, while consumer trust does not. Theoretically, these results enrich the literature on digital generation consumer behavior and highlight the need for the development of new conceptual models that are more contextual to the characteristics of Gen Z. This study contributes to formulating relevant marketing approaches for local cosmetic companies, particularly in building strategies based on brand identity and influencers. Practical implications suggest that companies should focus on strengthening brand image and selecting endorsers aligned with Gen Z characteristics.