Social Proof and Green Perceived Value Drive Generation Z Skincare Purchases on Tokopedia

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FORMOSA NEWS

A 2026 study conducted by Lisna Alif Nurakhma and Muhammad Santoso from the Faculty of Economics and Business at Gunung Jati Swadaya University reveals the core factors influencing Generation Z's purchasing decisions for Moell skincare products on Tokopedia within Cirebon City. This research is essential amidst fierce e-commerce competition, as it helps digital brands and marketplace platforms understand how public reviews and environmental consciousness combine to boost transaction conversions.

Amid the rapid expansion of online shopping in Indonesia, consumers frequently experience uncertainty when selecting safe personal care items. Although brands like Moell have successfully captured dominant market share through natural ingredients and eco-friendly formulations, final buyer decisions heavily depend on external validation, including product reviews, star ratings, and peer recommendations across the internet.

This study adopted a quantitative approach involving 121 active Tokopedia respondents in Cirebon City who had completed transactions within the previous six months. Sample selection utilized a purposive sampling technique, gathering primary data via online questionnaires and analyzing it through statistical methods to examine the relationships among variables.

The analysis yielded several key conclusions:

• Social proof, comprising positive reviews, star ratings, and testimonials, exerts a direct, positive, and statistically significant effect on consumer purchasing decisions.
• Green perceived value also demonstrates a positive and significant direct effect in motivating sustainable product purchases.
• Green perceived value significantly strengthens the positive relationship between social proof and purchasing decisions, proving that environmentally conscious buyers are far more influenced by positive peer feedback on green products.

According to Lisna Alif Nurakhma and Muhammad Santoso, modern Generation Z consumers are increasingly critical of sustainability claims and heavily rely on validation from fellow users before committing to transactions. Practically, these findings offer actionable strategies for e-commerce platforms like Tokopedia to optimize review management systems and transparently communicate ecological commitments to drive sales conversions.

Author Profiles:

• Lisna Alif Nurakhma: Student in the Management Study Program, Faculty of Economics and Business, Gunung Jati Swadaya University, focusing on digital consumer behavior and e-commerce marketing.
• Muhammad Santoso: Faculty member and researcher in the Management Study Program, Faculty of Economics and Business, Gunung Jati Swadaya University, specializing in business management and marketing strategies.

Research Source:

Nurakhma, L. A., & Santoso, M. (2026). The Effect of Social Proof on Generation Z's Purchasing Decisions on Moell Skincare Products on Tokopedia With Green Value as a Moderation Variable in Cirebon City. Indonesian Journal of Business Analytics (IJBA), 6(4), 855–874. https://doi.org/10.55927/ijba.v6i4.16680