Analysis of The Influence of Sponsorship, Social Media, Brand Image, Brand Trust, and Customer Satisfaction on Purchase Intention for Beauty Products

Abstract

The rapid growth of digitalization and the dominance of Generation Z as a major consumer segment make Purchase Intention an important indicator of marketing success. However, increasing exposure to advertising and branded content may lead to consumer fatigue and skepticism. This study examines the effects of Sponsorship, Social Media Content Influence, Brand Image, Brand Trust, and Customer Satisfaction on Generation Z’s Purchase Intention toward beauty products at booth fair events in Jabodetabek. A quantitative approach with a descriptive causal design was employed, using online questionnaire data from 170 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess validity, reliability, and hypothesized relationships. The results show that Brand Image and Customer Satisfaction positively and significantly affect Purchase Intention, while Brand Image also positively affects Brand Trust. Conversely, Sponsorship, Social Media Content Influence, and Brand Trust do not significantly affect Purchase Intention, and Brand Image does not mediate the relationship between Sponsorship and Purchase Intention. These findings emphasize the importance of strengthening Brand Image and Customer Satisfaction to increase Generation Z’s Purchase Intention in the beauty industry.