Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 9 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH INFLUENCER MARKETING DAN KUALITAS PRODUK TERHADAP MINAT BELI PARFUM SCARLETT PADA APLIKASI TIKTOK DI KALANGAN GENERASI Z WILAYAH CIBUBUR

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  • Khairunisa Azhara,
  • Wiwin Wianti,
  • Yosie Noverha
Khairunisa Azhara
Universitas Bina Sarana Informatika
Wiwin Wianti
Universitas Bina Sarana Informatika
Yosie Noverha
Universitas Bina Sarana Informatika

Published 2026-08-24

Keywords

  • Influencer Marketing,
  • Product Quality,
  • Purchase Intention,
  • Kualitas Produk,
  • Minat Beli

How to Cite

PENGARUH INFLUENCER MARKETING DAN KUALITAS PRODUK TERHADAP MINAT BELI PARFUM SCARLETT PADA APLIKASI TIKTOK DI KALANGAN GENERASI Z WILAYAH CIBUBUR. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(9). https://journal.cib.institute/index.php/musytari/article/view/3399

Abstract

The rise of social media, particularly TikTok, has become an effective tool for promoting products among Generation Z. This study aims to analyze the influence of Influencer Marketing and product quality on Generation Z’s interest in purchasing Scarlett perfume on the TikTok app in the Cibubur area. This study employs a quantitative approach using a questionnaire-based survey method. The study population consists of Generation Z individuals aged 17–27 who reside in Cibubur, actively use TikTok, and are familiar with Scarlett perfume. The sampling technique employed non -probability sampling using purposive sampling, with a sample size of 96 respondents determined using the Lemeshow formula with a 10% margin of error. Data were analyzed using multiple linear regression. The results indicate that Influencer Marketing and product quality simultaneously have a significant effect on purchase intent, as evidenced by the calculated F-value (213.089), which exceeds the critical F-value (3.09), and a significance level of 0.001 (< 0.05). Partially, Influencer Marketing (t = 4.816; sig < 0.001) and product quality (t = 8.034; sig < 0.001) have a positive and significant effect on purchase intention. Thus, it can be concluded that these two variables have a positive and significant effect on the purchase intention for Scarlett perfume on TikTok among Generation Z in the Cibubur area.
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References

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