PENGARUH PERSONAL BRANDING, KREDIBILITAS, DAN KUALITAS KONTEN INSTAGRAM TASYA FARASYA TERHADAP KEPUTUSAN PEMBELIAN Studi Kasus: Perempuan Generasi Z Pengguna Somethinc Calm Down Cream di Sukabumi

The rapid development of social media, especially Instagram, has created great opportunities in the world of digital marketing, one of which is through the use of influencers. Tasya Farasya is one of the famous beauty influencers in Indonesia who is widely known for her beauty content. With millions of active followers on social media, she has succeeded in building a strong influence in shaping consumer preferences. One proof is her role as a major contributor in the sales of local product Somethinc Calm Down Cream, which also strengthens her position as a central figure in the digital marketing strategy in the beauty industry. This study aims to analyze the influence of personal branding, credibility, and quality of Tasya Farasya's Instagram content on purchasing decisions for Some Calm Down Cream products among Generation Z women in Sukabumi. The method used is a quantitative approach with a survey technique through a questionnaire to 150 respondents selected using purposive sampling. Data processing was carried out using the Structural Equation Modeling (SEM) method based on Partial Least Square (PLS) version 4.0. The results of the study showed that personal branding did not have a significant effect on purchasing decisions. On the contrary, credibility and quality of content have a positive and significant effect. These findings indicate that Generation Z women in Sukabumi consider the credibility of influencers and the quality of the content delivered more than just the personal image of the influencer. This research is expected to enrich digital marketing literature and become an academic reference regarding the role of beauty influencers in influencing consumer purchasing decisions in the digital era.
Keywords: personal branding, credibility, content quality, purchase decision.