PENGARUH ENDORSER SELEBRITI DAN GAYA HIDUP HALAL TERHADAP MINAT BELI SKINCARE GENERASI Z DI JAWA TIMUR
Meningkatnya minat konsumen terhadap produk perawatan kulit, terutama di kalangan Generasi Z, telah mendorong ekspansi industri kecantikan Indonesia yang signifikan. Generasi ini terkenal aktif di media sosial dan mempunyai kesadaran tinggi terhadap penampilan serta nilai-nilai personal, termasuk gaya hidup halal. Riset ini bermaksud guna menganalisis dampak celebrity endorser dan halal lifestyle pada minat beli skincare Generasi Z di Jawa Timur. Riset ini menggunakan metode kuantitatif. Subjek dalam riset ini adalah Gen Z pengguna skincare. Sampel dipilih menggunakan metode nonprobability sampling yaitu purposive sampling, yang memiliki kriteria tertentu, melibatkan 140 responden dengan kriteria responden pengguna skincare berdomisili Jawa Timur dan merupakan Generasi Z (1995-2012). Data dikumpulkan melalui survei daring dan dianalisis menggunakan perangkat lunak IBM SPSS Statistics 31. Penelitian ini mencakup pengujian seperti pengujian instrumen data, pengujian asumsi klasik, analisis hipotesis, dan pengujian regresi. Hasil riset menyatakan bahwa secara parsial, celebrity endorser dan halal lifestyle berpengaruh signifikan terhadap minat beli. Secara simultan, kedua variabel, celebrity endorser dan halal lifestyle berpengaruh signifikan terhadap minat beli skincare Generasi Z di Jawa Timur. Hasil ini membantu menciptakan taktik pemasaran yang lebih sukses, khususnya pemanfaatan figur publik dan penguatan citra produk halal.
Kata kunci : Celebrity_Endorser; Halal_Lifestyle; Minat_Beli; Perawatan kulit; Generasi Z
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