PENGARUH MARKETING KONTEN INFLUENCER TERHADAP MINAT PEMBELIAN PRODUK KECANTIKAN PADA GENERASI Z: STUDI KASUS BANDAR LAMPUNG

Abstract

This study aims to examine the influence of four dimensions of influencer marketing content   attractiveness (X1), expertise (X2), credibility (X3), and trustworthiness (X4)   on purchasing interest (Y) in beauty products among Generation Z in Bandar Lampung, both partially and simultaneously. The study used a quantitative approach with a survey design of 368 Generation Z respondents (aged 12–27 years) selected through a purposive sampling technique, with the criteria of having seen influencer marketing content on beauty products on social media. Data were analyzed using multiple linear regression. The research instrument has been tested for validity (Pearson correlation, all items > 0.279) and reliability (Cronbach's Alpha, all variables > 0.6), and was declared valid and reliable. The results showed that attractiveness, credibility, and trustworthiness have a significant effect on purchasing interest, while expertise has no significant effect. Credibility proved to be the variable with the most dominant influence (Beta coefficient 0.438). Simultaneously, the four independent variables explained 45.2% of the variation in purchase intention (Adjusted R² = 0.452), while the remainder was explained by factors outside the model, such as price and product quality. These findings indicate that influencer credibility is a greater determinant of Generation Z purchase intention than mere technical expertise, and offer practical implications for beauty industry players in selecting influencers for digital marketing strategies.