The Influence Of Brand Image And Beauty Trends On Gen Z Interest In Using Glad2glow Skincare In Bengkulu City

Abstract

The purpose of this study is to examine the influence of brand image dan tren kecantikan on the purchase intention of Gen Z in using Glad2Glow skincare in Kota Bengkulu. This research is a quantitative descriptive study. The sampling method used is probability sampling with a simple random sampling design. Data collection was conducted using a questionnaire with a sample of 96 respondents.Statistical test results show that the variable brand image (X1) has a t-value of 8.781, which is greater than the t-table value of 1.986 with a significance of 0.000 (< 0.05), indicating that brand image has a positive and significant effect on the purchase intention of Gen Z using Glad2Glow skincare in Kota Bengkulu. The variable tren kecantikan (X2) also shows a t-value of 6.141, greater than the t-table value of 1.986 with a significance of 0.000 (< 0.05), indicating a positive and significant partial effect on purchase intention. The F-test shows an F-value of 361.121 with a significance of 0.000 (< 0.05), meaning both variables simultaneously have a significant effect on purchase intention. The coefficient of determination (R²) of 0.78 indicates that 78% of the variation in Gen Z's purchase intention can be explained by brand image dan tren kecantikan, while 22% is influenced by other factors. The very small significance value strengthens the validity of this regression model, making it reliable for further analysis and as a basis for Glad2Glow’s marketing strategy in the Kota Bengkulu market.