Bridging Intentions and Actions: An Analysis of the Gap in Consumers’ Skincare Product Purchasing Behavior

Abstract

The skincare industry in Indonesia experienced rapid growth during the 2010–2023 period, driven by increasing awareness of skin health among Generation Z and Millennials. In the digital age, social media has become a primary marketing channel, leveraging celebrity endorsement strategies to influence consumer psychology. However, high exposure to promotions often creates a gap between purchase intent and actual purchasing behavior in the field. This study aims to analyze the influence of Celebrity Attractiveness, Celebrity Credibility, Social Media Influence, and Perceived Quality on Generation Z's purchase intention for skincare products, with Trust as the intervening variable. The study used a quantitative approach with a sample of 150 Generation Z respondents selected through purposive sampling. Data were analyzed using Structural Equation Modeling (AMOS). Celebrity Attractiveness had a positive and significant effect on Trustworthiness and Perceived Quality. The construct of Social Media Influence was also found to have a positive and significant effect on Trustworthiness and Purchase Intention. Furthermore, Celebrity Credibility significantly influenced Trustworthiness and Perceived Quality. In addition, Perceived Quality and Trustworthiness contributed significantly and positively to Purchase Intention. These findings confirm that trust is a crucial psychological mechanism that bridges visual appeal and digital social influence to translate into actual purchase intent in the beauty industry.