The Influence of Influencer Credibility, Social Media Marketing, and E-Wom on Brand Image and Its Impact on Intention to Purchase Local Skincare Among Gen Z (Study on Somethinc Local Skincare)

This study focuses on local skincare products and aims to expand the current understanding by examining the impact of social media marketing, influencer credibility, and e-word-of-mouth on brand image and its influence on Generation Z consumers’ propensity to purchase local skincare products. This kind of study is quantitative and uses an online survey method with Gen Z residents of DKI Jakarta as the population being studied. Purposive sampling was used in this study with a sample size of 200 respondents. Validity and reliability testing using SmartPLS software and hypothesis testing using structural equation modeling (SEM) using SmartPLS software were the analytical techniques used to process the collected data.