Pengaruh Strategi Promosi Digital terhadap Minat Beli Generasi Z pada Produk Skincare Skintific

2026-09-11T06:57:54+00:00

The saturation of skincare promotion on social media exposes Generation Z consumers to a high volume of information; therefore, the mere presence of digital promotion may not necessarily generate purchase intention. This study analyzes the effect of Skintific's digital promotion strategy on Generation Z consumers' purchase intention. A quantitative explanatory survey design and simple linear regression were used. Data were collected through a Likert-scale questionnaire from 40 purposively selected respondents and supported by observation, interviews, and document analysis of Skintific's digital activities. Digital promotion strategy was measured through Social Media Marketing, Influencer Marketing, Content Marketing, and Electronic Word of Mouth (E-WOM), while purchase intention was measured through Transactional, Referential, Preferential, and Exploratory Interest. The overall mean for digital promotion strategy was 2.994, with Content Marketing highest at 3.050 and Social Media Marketing lowest at 2.967. The overall mean for purchase intention was 3.002, with Preferential Interest highest at 3.042 and Transactional Interest lowest at 2.975. The instruments were valid and reliable. Regression produced a coefficient of 0.777, a t-value of 7.209, significance of 0.000, and R Square of 0.578. Digital promotion strategy had a positive and significant effect on purchase intention within the study sample. Nevertheless, the small sample size and non-probability sampling limit generalization. The study contributes an integrated mapping of four digital promotion dimensions and four forms of purchase intention among Generation Z skincare consumers.

Pengaruh Literasi Keuangan dan Pemanfaatan Financial Technology terhadap Perilaku Pengelolaan Keuangan Mahasiswa

2026-09-29T10:47:30+00:00

This study aims to analyze the effect of financial literacy and the utilization of financial technology on the financial management behavior of active students at the Faculty of Economics, Institut Teknologi dan Bisnis Ahmad Dahlan. This study is motivated by the increasing use of digital financial services among students, which requires adequate financial literacy so that easy access to financial services can be accompanied by appropriate financial management behavior. This study employed a quantitative approach with an explanatory research design. The data were primary data collected through questionnaires distributed to 100 active students selected using a purposive sampling technique. The respondent criteria included active students aged at least 18 years, having experience in independently managing their finances, and having used financial technology services. Data analysis was conducted using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with the assistance of SmartPLS software. Model evaluation was conducted through outer model assessment, including convergent validity, reliability, and discriminant validity, as well as inner model assessment through the coefficient of determination (R²), effect size (f²), collinearity, and hypothesis testing. The results show that financial literacy has a positive and significant effect on students’ financial management behavior, with a path coefficient of 0.472, a t-statistic of 5.214, and a p-value <0.001. The utilization of financial technology also has a positive and significant effect, with a path coefficient of 0.361, a t-statistic of 3.987, and a p-value <0.001. The R² value of 0.586 indicates that the two independent variables explain 58.6% of the variance in financial management behavior. This study contributes theoretically by strengthening the application of the Theory of Planned Behavior and the Technology Acceptance Model, while practically providing insights for higher education institutions and students to integrate financial literacy with the productive and responsible use of financial technology

Journal of Management and Economics Research

Pengaruh Strategi Promosi Digital terhadap Minat Beli Generasi Z pada Produk Skincare Skintific

Pengaruh Literasi Keuangan dan Pemanfaatan Financial Technology terhadap Perilaku Pengelolaan Keuangan Mahasiswa