Pengaruh Celebrity Endorser dan Kualitas Produk Terhadap Purchase Intention Produk Kosmetik Time Phoria pada Konsumen Generasi Z di Kota Palembang

Ayuningtyas, Brigita Maundry (2026) Pengaruh Celebrity Endorser dan Kualitas Produk Terhadap Purchase Intention Produk Kosmetik Time Phoria pada Konsumen Generasi Z di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze the influence of celebrity endorsers and product quality on the purchase intention of Time Phoria cosmetics among Generation Z consumers in Palembang City. The background of this research is based on the rapid growth of the cosmetics industry and the increasing role of social media in influencing consumer behavior, particularly Generation Z, who tend to be influenced by public figures and product quality in determining their purchase intention.This study uses a quantitative method with a purposive sampling technique. Data were collected through questionnaires distributed to 100 female Generation Z respondents in Palembang City who met the research criteria. The data analysis technique used is multiple linear regression analysis with the assistance of SPSS software.The results show that celebrity endorsers (X1) and product quality (X2) have a positive and significant effect on purchase intention (Y) of Time Phoria cosmetics among Generation Z consumers in Palembang City. This indicates that the higher the credibility, attractiveness, and expertise of the celebrity endorser, as well as the better the perceived product quality, the higher the purchase intention toward the product.

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