FAKTOR KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN MELALUI MINAT BELI DAN CITRA MEREK SEBAGAI VARIABEL MEDIASI PADA GENERASI Z DI PLATFORM LAZADA

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.