The Influence of Celebrity Endorsement, Viral Marketing and Halal Labelling on Purchasing Decisions for Camille Beauty Skincare for Gen Z Consumers
Pengaruh Dukungan Selebriti, Viral Marketing dan Label Halal terhadap Keputusan Pembelian Camille Beauty Skincare Pada Konsumen Gen Z
DOI:
https://doi.org/10.21070/ups.10411Keywords:
Celebrity Endorsement, Viral Marketing, Halal Labelling, Purchasing DecisionsAbstract
This study aims to determine the influence of celebrity endorsement, viral marketing, and halal labeling on Gen Z consumers' purchasing decisions for Camille Beauty skincare products. The population for this study consists of Gen Z consumers in Sidoarjo who have used Camille products at least once. The sampling method used was purposive sampling, with a total of 100 respondents. Data analysis techniques employed multiple linear regression analysis. The results indicate that celebrity endorsement, viral marketing, and halal certification have a positive and significant influence on purchasing decisions. These findings underscore the importance of effective digital marketing strategies that leverage social media to enhance consumer purchasing interest. This study contributes to the development of marketing strategies and serves as a reference for further research in related fields.
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