THE INFLUENCE OF FEMALEDAILY.COM WEBSITE REVIEWS ON BEAUTY PRODUCT PURCHASING DECISIONS OF GENERATION Z IN CILEGON CITY IN 2025

Abstract

The development of websites makes it easier for people to meet their information needs. The Femaledaily.com website is one of the websites that serves as an information resource that focuses on the beauty sector. Beauty products are products designed to improve physical appearance, care for skin, hair, and body, and increase self-confidence, therefore reviews are needed as information suggestions to help before making a purchasing decision. The purpose of this study was to determine the influence and magnitude of the influence of the Femaledaily.com website review feature on beauty product purchasing decisions among Generation Z in Cilegon City in 2025. The theory used in this study The Theory of Planned Behavior (TPB) is a theory that explains that a person carries out a behavior because there is an intention or desire to do it.. This study is quantitative, with a sample of 400 respondents. Then the data obtained were analyzed using a simple linear regression test. The results of this study indicate the influence of the Femaledaily.com website review feature on beauty product purchasing decisions among Generation Z in Cilegon City in 2025 by 52.3%.