ANALYSIS OF FACTORS INFLUENCING SKINCARE PURCHASE DECISIONS THROUGH E-COMMERCE AMONG GENERATION Z IN PURWOKERTO

Abstract

This study aims to identify and analyze the factors influencing skincare purchase decisions through e-commerce among Generation Z in Purwokerto. With the rapid development of digital technology, e-commerce platforms have become a primary medium for meeting consumer needs, particularly in the skincare product category. The research employs qualitative methods, utilizing in-depth interviews and literature studies for data collection. The findings indicate that the primary factors affecting purchase decisions are product quality and price. Product quality that meets the needs of customers' faces and skin with competitive pricing piqued Generation Z's interest in purchase decison. Moreover, these factors are also followed by self-motivation factors, testimonials, endorsement, word of mouth, and company image. This research is expected to provide insights for skincare business practitioners in formulating effective marketing strategies in the digital era, as well as understanding the behavior of Generation Z consumers, who increasingly prioritize quality and trust in selecting products.