Pengaruh Identitas Merek Scarlett Whitening Terhadap Keputusan Pembelian Generasi Z di Jakarta

Abstract

This study aims to examine the influence of brand identity on the purchase decision of Scarlett Whitening products among Generation Z in Jakarta. The research employed a quantitative approach using a survey method, with a total sample of 116 respondents from Generation Z who reside in Jakarta and have previously purchased Scarlett Whitening products. Data were analyzed using simple linear regression. The results indicate that brand identity has a positive and significant influence on purchase decisions. This is evidenced by a t-significance value of 0.000 < 0.05 and a positive regression coefficient of 1.064. These findings suggest that the stronger the brand identity built by Scarlett Whitening, the higher the likelihood that Generation Z consumers will decide to purchase the product. Therefore, the research hypothesis is accepted. Theoretically, this study reinforces that brand identity is an essential factor shaping consumer purchase decisions, particularly in the beauty and skincare industry. Practically, the findings highlight the importance for companies to strengthen brand identity elements such as packaging design, logo consistency, product quality, and visual communication, as well as to enhance promotional creativity through digital media and influencer marketing that align with Generation Z characteristics. Future studies are recommended to expand the research area, explore additional variables such as brand image, brand experience, or brand love, and consider applying mixed-method approaches for more comprehensive insights.