BRAND AWARENESS UJI KELAYAKAN KOSMETIK DI KALANGAN GEN Z

Ali, Dinda Sakura (2026) BRAND AWARENESS UJI KELAYAKAN KOSMETIK DI KALANGAN GEN Z. Sarjana (S1) thesis, Universitas Muhammadiyah Indonesia.

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Abstract

This study examines the phenomenon of viral cosmetic products on social media
and how it influences brand awareness and feasibility assessment considerations among
Generation Z. Brand awareness is understood as consumers’ ability to recognize and
recall a brand within a specific product category, while feasibility assessment refers to a
comprehensive evaluation of a product from market, technical, managerial, legal, and
financial aspects to determine whether it is viable to be implemented, postponed, or
discontinued. As a cohort raised in the digital era, Generation Z demonstrates fast
information consumption patterns shaped by content trends, user reviews, and the
intensity of exposure across digital platforms. This research employs a qualitative
approach with a descriptive method, aiming to explore in depth Generation Z’s
experiences, viewpoints, and interpretations regarding brand awareness and the
feasibility of viral cosmetic products. Data were collected through observation,
interviews, and documentation, then analyzed inductively to gain a holistic understanding
of the factors that shape brand awareness, trust, and feasibility considerations prior to
purchase decisions. The results reveal that Gen Z's brand awareness is established rapidly,
reaching the top of mind stage due to intense exposure to TikTok algorithms, influencer
endorsements, and low prices. However, high brand awareness does not correlate with initial
safety awareness, as BPOM logos and halal certifications are often accepted passively without
independent verification. A shift toward critical consumerism only occurs following BPOM
product recalls or personal medical harm. These crisis experiences serve as a turning point,
prompting Gen Z to re-evaluate brand awareness, become more skeptical of influencer claims,
and actively perform independent feasibility checks via the BPOM Mobile app before making
purchases.
Keywords: Brand awareness, Feasibility assessment, Generation Z, Viral cosmetic
products.

Item Type:	Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1))
Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi:	Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Khadijah, Siti 0409098006
Keywords / Kata Kunci:	Brand awareness, Feasibility assessment, Generation Z, Viral cosmetic products.
Subjects:	Public Relations Ilmu Komunikasi
Faculty:	Fakultas Komunikasi Sastra dan Bahasa > Ilmu Komunikasi S1
Depositing User:	Ms Dinda Sakura Ali
Date Deposited:	25 Sep 2026 02:11
Last Modified:	25 Sep 2026 02:11
URI:	http://repository.umindonesia.ac.id/id/eprint/10991

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