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Pengaruh Consumer Preference, Brand Image, E-WOM, dan Brand Trust terhadap Keputusan Pembelian sunscreen Vaseline oleh Generasi Z di Kota Semarang

Year: 2026

Type: article

Abstract: The cosmetics industry in Indonesia continues to grow rapidly, especially in the skincare category such as sunscreen which is increasingly in demand by the public. This increased interest drives competition among sunscreen brands, especially in the Generation Z segment. This research aims to analyze the influence of consumer preferences, brand image, e-WOM, and brand trust on purchasing decisions for Vaseline sunscreen among Generation Z in Semarang City. The method used is a quantitative approach through a purposive sampling technique on 140 respondents, and analysis applies SEM-PLS through SmartPLS 4.0. The results of the research explain that consumer preferences, brand image, and brand trust have a positive and significant impact on purchasing decisions, with brand image as the most dominant factor. Meanwhile, e-WOM does not have a significant effect on purchasing decisions. The results indicate that the research model has a good ability to explain variations in purchasing decisions, so that the variables used are relevant in representing consumer behavior.

Source: Jurnal Akuntansi Ekonomi dan Manajemen Bisnis

DOI: 10.55606/jaemb.v6i3.11495

Authors: Amellia Dewi Agustin, Yohan Wismantoro, Diana Aqmala, Elia Resha Fatmawati

Institution: Universitas Dian Nuswantoro

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W7225805669

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