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Abstract

This research analyzes how Beauty Influencers and Brand Image affect the Purchase Decisions of Generation Z consumers who buy Skintific products through Shopee in Padang City. The study examined the effects of both variables separately and simultaneously. This study used a quantitative approach with a causal research design. The respondents were 130 Generation Z consumers selected through purposive sampling. Respondents were required to live in Padang City and have previously purchased Skintific products on Shopee. We collected primary data through an online questionnaire using a five-point Likert scale and analyzed it using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. The analysis found that Beauty Influencers significantly contribute to Purchase Decisions in a positive direction (β = 0.292; t = 3.802; p < 0.001). The study also found a positive, significant relationship between Brand Image and Purchase Decisions (β = 0.413; t = 5.429; p < 0.001). The higher coefficient for Brand Image indicates that it has a stronger influence than Beauty Influencers. The simultaneous analysis further confirms a significant positive effect of the two variables on Purchase Decisions (β = 0.378; t = 6.760; p < 0.001). An R² of 0.378 shows that Beauty Influencers and Brand Image explain 37.8% of the variation in consumers’ Purchase Decisions. The results emphasize that credible Beauty Influencers, together with a positive Brand Image, are important considerations in encouraging Generation Z consumers to purchase skincare products through digital marketplaces

Keywords

Beauty Influencer; Brand Image; Generation Z; Purchase Decision; Skintific.

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Isra, S., & Asria, M. (2026). The Effect Of Beauty Influencers And Brand Image On Skintific Purchase Decisions Through Shopee Among Generation Z In Padang City. Economics and Digital Business Review, 8(1), 141–147. https://doi.org/10.37531/ecotal.v8i1.4254
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