Abstract:
Beauty products are an important element in everyday life and have become a
lifestyle. Currently beauty products are experiencing rapid development with public
interest increasing every year. The growth of the beauty product market in Indonesia
is also projected to increase accompanied by better quality. However, it is
undeniable that there are many beauty products on the market and dangerous
ingredients are found that can trigger disease, so you have to consider them in
making purchasing decisions for each product you buy. Therefore, it will be a
challenge for current beauty products. Then the emergence of an increasingly
sophisticated digital era has changed the way of shopping in society, especially in
generation Z. One of them is the Lazada platform, where beauty products occupy
the first position as best-selling products in 2022. Therefore, the authors want to
conduct research to analyze purchasing decision factors beauty products such as
product quality and content marketing that influence through buying interest and
brand image in generation Z on the Lazada platform were using the non-probability
sampling method through distributing online questionnaires obtained 231
respondents. The data obtained were then analyzed using SPSS version 26. The
results of research conducted through path analysis equations showed that product
quality and content marketing influence purchasing decisions as well as through
buying interest and brand image as mediating variables in Generation Z on the
Lazada platform.
