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All Journal Ekonomi Bisnis Manajemen dan Akuntansi (EBMA)
Rossiyana Rossiyana
Universitas Labuhanbatu
Economics, Econometrics & Finance

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The Influence of Influencer Marketing and Brand Awareness on Purchasing Decisions of Skintific Products among FEB Universitas Labuhanbatu Students Ahmad Yahdil Fata Rambe; Rossiyana Rossiyana; Mhd. Amin
Ekonomi Bisnis Manajemen dan Akuntansi (EBMA) Vol 7, No 1: 2026
Publisher : LPPM Universitas Labuhanbatu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/ebma.v7i1.8942

Abstract

 This study aims to examine the influence of influencer marketing and brand awareness on the purchasing decisions of Skintific products among students of the Faculty of Economics and Business, Universitas Labuhanbatu. The study used a population of 80 fifth-semester Management students, applying a saturated sampling technique. Data were collected using Likert-scale questionnaires (1–5) and analyzed through validity and reliability tests, as well as multiple linear regression using SPSS. The results indicate that influencer marketing has a positive and significant effect on purchasing decisions, as does brand awareness. Simultaneously, both variables significantly influence purchasing decisions, explaining 73.8% of the variation. These findings confirm that marketing strategies through influencers and the enhancement of brand awareness play a crucial role in shaping the buying intentions of young consumers, particularly students who actively use social media as a source of skincare product information.Keywords : Influencer Marketing; Brand Awareness; Purchasing Decision; Students
Co-Authors Ahmad Yahdil Fata Rambe Mhd. Amin