Industri kecantikan, khususnya produk perawatan kulit, mengalami pertumbuhan pesat di Indonesia, didorong oleh tingginya minat Gen Z terhadap skincare. Somethinc, sebagai salah satu brand lokal terkemuka, mengalami penurunan keputusan pembelian produk serum wajah meskipun sebelumnya mendominasi pasar. Berdasarkan hasil pra riset yang dilakukan peneliti, serum Somethinc menempati posisi kedua dalam preferensi merek serum yang paling diminati oleh generasi Z di Kota Semarang, mengindikasikan bahwa Somethinc belum menjadi pilihan utama dan masih kalah bersaing dengan merek pesaing.
Penelitian ini bertujuan untuk menganalisis pengaruh social media influencer, customer engagement, dan perceived product quality terhadap keputusan pembelian serum Somethinc pada Gen Z di Kota Semarang. Metode penelitian menggunakan pendekatan kuantitatif dengan pengumpulan data melalui penyebaran kuesioner kepada 96 responden Gen Z. Analisis data dilakukan menggunakan regresi linear berganda.
Hasil penelitian menunjukkan bahwa social media influencer berpengaruh positif namun tidak signifikan, sementara customer engagement dan perceived product quality berpengaruh positif dan signifikan terhadap keputusan pembelian. Social media influencer, customer engagement, dan perceived product quality secara simultan berpengaruh signifikan terhadap keputusan pembelian. Temuan ini memberikan implikasi penting bagi strategi pemasaran Somethinc, khususnya dalam memperkuat perceived product quality dan semakin mempererat hubungan interaksi brand Somethinc dengan para konsumen.

ABSTRACT:
The beauty industry, particularly skincare products, has experienced rapid growth in Indonesia, driven by the increasing interest of Generation Z in skincare. Somethinc, as one of the leading local brands, has faced a decline in purchase decisions for its facial serum products despite previously dominating the market. Based on preliminary research conducted by the researchers, Somethinc serum ranks second in brand preference for face serums among Gen Z in Semarang City, indicating that Somethinc has not yet become the top choice and is still lagging behind competing brands.
This study aims to analyze the influence of social media influencers, customer engagement, and perceived product quality on the purchase decisions of Somethinc serum among Gen Z in Semarang City. The research uses a quantitative approach with data collected through questionnaires distributed to 96 Gen Z respondents. The data were analyzed using multiple linear regression.
The results show that social media influencers have a positive but insignificant effect, while customer engagement and perceived product quality have a positive and significant effect on purchasing decisions. Social media influencers, customer engagement, and perceived product quality simultaneously have a significant effect on purchasing decisions. These findings have important implications for Somethinc's marketing strategy, particularly in strengthening perceived product quality and further strengthening the relationship between the Somethinc brand and its consumers.