Determinants of Generation Z University Students’ Purchase Intention for Cosmetic Products: The Roles of Influencer Credibility, Online Reviews, and Herding Behavior
Keywords:
Generation Z, Influencer Credibility, Herding Behavior, Online Reviews, Purchase Intention,Abstract
The rapid growth of social media and digital marketplaces has transformed the way consumers evaluate and
purchase cosmetic products, particularly among Generation Z, a cohort highly embedded in digitally connected and
peer-intensive environments. In this context, purchase intention may be shaped by multiple digital and social cues,
including influencer credibility, online reviews, and herding behavior. This study therefore examines the effects of
influencer credibility, online reviews, and herding behavior on purchase intention toward cosmetic products among
Generation Z university students. A quantitative approach with a cross-sectional design was employed. Data were
collected through an online self-administered questionnaire distributed to active university students in Bali who
belonged to Generation Z, had previously purchased cosmetic products, and had been exposed to influencer-related
cosmetic content. Using purposive sampling, a total of 112 valid responses were obtained and analyzed through
multiple linear regression with SPSS. The findings reveal that influencer credibility did not significantly affect
purchase intention. In contrast, online reviews and herding behavior were found to have positive and significant
effects on purchase intention. The model also demonstrates strong explanatory power, indicating that purchase
intention is shaped more strongly by consumer-generated evaluations and collective social cues than by influencerrelated attributes. These findings highlight the growing importance of online reviews and social influence in
understanding Generation Z’s cosmetic purchase intention in digital environments.
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