PENGARUH CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKE UP LUXCRIME PADA GENERASI Z DENGAN MARKETING MEDIA SOSIAL SEBAGAI VARIABEL MEDIASI (Studi Kasus Kota Malang)

The Indonesian cosmetic industry has been growing rapidly, driven by the expanding middle class and increasing demand for halal beauty products. Luxcrime utilizes social media to attract consumers. Celebrity endorsement plays a role in shaping brand perception and is more effective when combined with digital marketing strategies. The purpose of this study is to analyze the influence of celebrity endorsement on the purchasing decision of Luxcrime make-up on generation Z in Malang city, with social media marketing as a mediating variable. The population in this study was generation Z who bought Luxcrime products in Malang city. The sample in this study was 96 respondents using convenience sampling techniques. Data collection used an instrument (questionnaire) in the form of a Google form using a Likert scale. The analysis technique used is Process Macro by Hayes on SPSS 25. Based on the results of the study, it shows that celebrity endorsement does not have a direct effect on purchasing decisions, celebrity endorsement has an indirect effect on purchasing decisions, social media marketing mediates the influence of celebrity endorsement on purchasing decisions, social media marketing strengthens the influence of celebrity endorsement on purchasing decisions.