The Influence of Advertising Appeal and Product Quality on Skintific Product Purchase Decisions Among Generation Z Consumers in Cikarang

Authors

  • Sherly Sherly Fakultas Ekonomi dan Bisnis, Universitas Bina Sarana Informatika, Indonesia
  • Furi Indriyani Fakultas Ekonomi dan Bisnis, Universitas Bina Sarana Informatika, Indonesia
  • Rohani Lestari Napitupulu Fakultas Ekonomi dan Bisnis, Universitas Bina Sarana Informatika, Indonesia

DOI:

https://doi.org/10.61166/managing.v3i2.97

Keywords:

Advertising Attractiveness, Product Quality, Purchase Decision, Skintific, Generation Z

Abstract

Purchase decision is an important factor determining product success in the market. This study aims to determine and analyze the effect of advertising attractiveness and product quality on the purchase decision of Skintific products among Generation Z consumers in Cikarang. The study used a quantitative statistical approach, with data collected through questionnaires from 110 respondents selected using purposive sampling. Data analysis included validity and reliability tests, classical assumption tests, linearity tests, multiple linear regression, t-test, F-test, and coefficient of determination using SPSS version 27. The results show that advertising attractiveness has a positive and significant effect on purchase decision, with a t-value of 3.221 and significance of 0.002. Product quality also has a positive and significant effect, with a tvalue of 4.506 and significance of 0.000. Simultaneously, advertising attractiveness and product quality have a positive and significant effect on purchase decision, with an Fvalue of 140.117 and significance of 0.000. The R Square value of 0.724 indicates that the two independent variables explain 72.4% of the variation in purchase decision, while the remaining 27.6% is explained by other factors outside the model. The findings also indicate that product quality is the more dominant variable based on its regression coefficient

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Published

2026-10-15

How to Cite

Sherly, S., Furi Indriyani, & Rohani Lestari Napitupulu. (2026). The Influence of Advertising Appeal and Product Quality on Skintific Product Purchase Decisions Among Generation Z Consumers in Cikarang. Managing: Jurnal Bisnis Dan Manajemen, 3(2), 70–82. https://doi.org/10.61166/managing.v3i2.97

Issue

Vol. 3 No. 2 (2026)

Section

Articles

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Copyright (c) 2026 Sherly Sherly, Furi Indriyani, Rohani Lestari Napitupulu

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