The Influence of Celebrity Endorsers, Online Customer Reviews and Viral Marketing on Somethinc Purchasing Decisions in Generation Z in Padang City

Abstract

This research aims to determine the influence of celebrity endorsers, online customer reviews and viral marketing on purchasing decisions for certain skincare products among generation Z in the city of Padang. The population in this study were consumers of some skincare products who belonged to Generation Z and lived in Padang City with sampling using a purposive sampling technique, which resulted in 90 respondents as samples. Data analysis methods include: descriptive analysis, measurement model assessment, r square and structural model assessment. The research results show that online customer reviews and viral marketing have a positive effect on purchasing decisions. However, celebrity endorsers do not influence purchasing decisions. This research provides an important contribution to understanding the factors that influence purchasing decisions and can be a basis for companies to increase collaboration with endorsers in an effort to increase purchasing decisions for certain skincare products.