THE INFLUENCE OF BRAND IMAGE, SUBJECTIVE NORMS, AND PERCEIVED BEHAVIORAL CONTROL ON PURCHASE INTENTION OF SKINCARE PRODUCTS AMONG GENERATION Z IN LHOKSEUMAWE CITY

Abstract

The Indonesian skincare industry has shown rapid growth, driven by increasing awareness of self-care and a healthy lifestyle, especially among Generation Z. As a digital generation, this generation relies heavily on online information, including customer reviews, making it a crucial segment for understanding modern consumer behavior. This study adopted the Theory of Planned Behavior (TPB, Ajzen, 1991). A quantitative survey was conducted on 280 Generation Z respondents in Lhokseumawe City using a one-stage cluster sampling method. Results structural model testing shows that the research model has power strong explanation, with value R² Attitude of 0.705 And R² Purchase Intention of 0.690. Brand Image has a significant influence on Attitude consumers. direct influence of image Brand on Purchase Intention is not significant. Norma Subjective And Perceived Behavioral Control own influence which has a significant effect on Purchase Intention. Attitude has been proven to have a direct effect on significant effect on Purchase Intention. This study extends the TPB in a digital context and suggests that skin care marketers must strengthen brand image, cultivate positive attitudes, and manage reviews strategically online to increase purchase intent among Generation Z.