The Effect of Celebrity Endorsement, Consumer Perception of Quality And Brand Loyalty on Purchase Intention of Skincare Product Among Gen Z in DKI Jakarta

Skincare has evolved into a crucial aspect of modern women’s beauty, representing a visible commitment of time and money to maintain appearance. The pandemic has had a significant impact, coinciding with the rise of imported beauty products threatening local businesses. Utilizing celebrity endorsements on social media for product marketing has become a popular trend, proving to be an effective promotional tool across various industries. In Indonesia, celebrities play a key role in increasing awareness, educating consumers, boosting sales, attracting followers, and enhancing search engine optimization. This research focuses on analyzing the influence of Korean celebrity endorsements on Generation Z’s purchase intentions in DKI Jakarta, aiming to assist the local cosmetic industry in selecting the right endorsers to enhance consumer decisions regarding skincare products.

By focusing on skincare products, the research contributes to promoting good health and well-being among consumers, as skincare is an essential aspect of personal hygiene and self-care. Analyzing consumer behavior regarding skincare products can contribute to promoting responsible consumption patterns, encouraging consumers to make informed choices about the products they purchase and their environmental impact.

Keywords: SDG 3 (Good Health and Well-being ) , SDG 12 (Responsible Consumption and Production)