Analysis of the Effectiveness of Micro-Influencers in Improving Gen Z Consumers' Purchasing Decisions (Case Study: Indonesian Local Skincare Brands)

Abstract

This study examines the effectiveness of micro-influencers in shaping the purchase decisions of Generation Z consumers toward local skincare brands in Indonesia. A quantitative explanatory research design was employed, with data collected through an online questionnaire distributed to 130 Generation Z respondents who actively follow and engage with beauty micro-influencers on Instagram and TikTok. Multiple linear regression analysis using SPSS was conducted to assess the influence of the independent variables. The independent variables include micro-influencer credibility (X₁), content quality (X₂), and interaction intensity (X₃), while the dependent variable is purchase decision (Y). The simultaneous test results indicate that the model is statistically significant, with an F-value of 29.44 exceeding the F-table value of 2.70 and a significance level of 0.000. The coefficient of determination (R²) is 0.56, indicating that 56% of the variation in purchase decisions is explained by micro-influencer credibility, content quality, and interaction intensity, while the remaining 44% is influenced by other factors such as product price, customer reviews, and brand attractiveness. These findings confirm that micro-influencers play a significant role in influencing purchase decisions, particularly when supported by credible personas and high-quality content. Therefore, local skincare brands are encouraged to collaborate with micro-influencers who demonstrate strong engagement and authenticity to enhance their digital marketing strategies.