Kemajuan teknologi telah meningkatkan inovasi di industri kecantikan dan mengubah perilaku konsumen dalam memilih produk. Penelitian ini menganalisis pengaruh trustworthiness dan attractiveness celebrity endorsement terhadap keputusan pembelian skincare, dengan perceived value sebagai variabel mediasi pada Gen Z pengguna Instagram di Kota Semarang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode non-probability sampling dengan jumlah sampel sebanyak 100 responden Gen Z yang aktif menggunakan Instagram dan pernah terpengaruh dari adanya promosi skincare oleh celebrity endorsement. Analisis data dilakukan menggunakan regresi linier berganda dan uji mediasi. Hasil penelitian menunjukkan bahwa; 1) Variabel trustworthiness berpengaruh positif dan signifikan terhadap keputusan pembelian. 2) Variabel attractiveness berpengaruh positif dan signifikan terhadap keputusan pembelian. 3) Variabel trustworthiness berpengaruh positif dan signifikan terhadap perceived value. 4) Variabel attractiveness berpangaruh positif dan signifikan terhadap perceived value. 5) Variabel trustworthiness berpengaruh positif dan signifikan terhadap keputusan pembelian dengan perceived value sebagai variabel intervening. 6) Variabel attractiveness berpengaruh positif dan signifikan terhadap keputusan pembelian dengan perceived value sebagai variabel intervening.
Implikasi penelitian ini menunjukkan bahwa perusahaan skincare sebaiknya memilih celebrity endorsement yang memiliki tingkat kepercayaan dan daya tarik tinggi, serta memperkuat strategi komunikasi untuk membangun perceived value positif di kalangan Gen Z. Dengan begitu, kepercayaan dan daya tarik endorser dapat secara efektif mendorong keputusan pembelian dan meningkatkan loyalitas konsumen Gen Z yang semakin selektif dalam memilih produk skincare.

ABSTRACT:
Technological advances have increased innovation in the beauty industry and changed consumer behavior in choosing products. This study analyzes the effect of trustworthiness and attractiveness of celebrity endorsements on skincare purchasing decisions, with perceived value as a mediating variable on Gen Z Instagram users in Semarang City. This study uses a quantitative approach with a non-probability sampling method with a sample size of 100 Gen Z respondents who actively use Instagram and have been influenced by skincare promotions by celebrity endorsements. Data analysis was carried out using multiple linear regression and mediation tests. The results of the study indicate that; 1) The trustworthiness variable has a positive and significant effect on purchasing decisions. 2) The attractiveness variable has a positive and significant effect on purchasing decisions. 3) The trustworthiness variable has a positive and significant effect on perceived value. 4) The attractiveness variable has a positive and significant effect on perceived value. 5) The trustworthiness variable has a positive and significant effect on purchasing decisions with perceived value as an intervening variable. 6) The attractiveness variable has a positive and significant effect on purchasing decisions with perceived value as an intervening variable.
The implications of this study indicate that skincare companies should choose celebrity endorsements that have a high level of trust and appeal, and strengthen communication strategies to build positive perceived value among Gen Z. That way, the trust and appeal of endorsers can effectively drive purchasing decisions and increase the loyalty of Gen Z consumers who are increasingly selective in choosing skincare products.