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All Journal EKONOMIS : Journal of Economics and Business
Putri Rizky Aulia
Universitas Muhammadiyah Purwokerto
Economics, Econometrics & Finance

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The Influence of Influencer Marketing, Electronic Word of Mouth, and Brand Trust on Purchasing Decisions for Sunscreen Facetology in Generation Z in East Purwokerto Tri Septin Muji Rahayu; Putri Rizky Aulia; Dian Widyaningtyas; Meydy Fauziridwan
Ekonomis: Journal of Economics and Business Vol 10, No 1 (2026): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i1.2533

Abstract

This study aims to determine the effect of Influencer Marketing, Electronic Word of Mouth, and Brand Trust on Purchasing Decisions for Sunscreen Facetology in Generation Z in East Purwokerto. The research instrument used a questionnaire to collect data on Generation Z in East Purwokerto. The sampling approach used was purposing sampling with a non-probability method. Data were analyzed using multiple linear regression tests. Influencer marketing (X1) has a positive but insignificant effect on piurchasing decisions (Y). Meanwhile, electronic word of mouth (X2) and brand trust (X3) have a significant positive effect on purchasing decisions (Y) for Facetology Sunscreen.
Co-Authors Dian Widyaningtyas Meydy Fauziridwan Tri Septin Muji Rahayu, Tri Septin