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All Journal Greenation Management and Business Review (GMBR)
Asep Imam Sujoni Sungkawa
Management Study Program, Faculty of Economics, Business and Humanities, Universitas Trilogi, Jakarta, Indonesia

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The Influence of Influencers, Brand Image, and Lifestyle on Purchasing Decision Facetology Sunscreen Dea Rizkinaya; Asep Imam Sujoni Sungkawa; Yocki Pramudya Ananda
Greenation Management and Business Review Vol. 2 No. 2 (2026): Greenation Management and Business Review (April - September 2026)
Publisher : Greenation Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gmbr.v2i2.752

Abstract

This study aims to analyze the influence of influencers, brand image, and lifestyle on Facetology Sunscreen purchasing decisions, as well as the influence of influencers on brand image. The background is based on the phenomenon of increasing Facetology rankings in the Indonesian e-commerce market which is not followed by an increase in sales percentage, so an in-depth study is needed regarding the factors that influence consumer purchasing decisions. The study uses a quantitative approach with the Partial Least Squares-based Structural Equation Modeling (SEM-PLS) method through SmartPLS 4.0 software. Data were collected through questionnaires to 150 respondents who are Facetology Sunscreen users domiciled in DKI Jakarta aged 15–35 years, selected using a purposive sampling technique. The results of the study show that: (1) influencers have a positive and significant effect on purchasing decisions (2) brand image has a positive and significant effect on purchasing decisions (3) lifestyle has a positive and significant effect on purchasing decisions (4) influencers have a positive and significant effect on brand image.
The Influence of Beauty Influencer (Tasya Farasya), Electronic Word of Mouth (e-WOM), and Brand Image on Purchase Intention for Somethinc Cushion in Jakarta Maghfira Maghfira; Asep Imam Sujoni Sungkawa; Budi Suryowati
Greenation Management and Business Review Vol. 2 No. 2 (2026): Greenation Management and Business Review (April - September 2026)
Publisher : Greenation Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gmbr.v2i2.762

Abstract

This study investigates the effects of beauty influencer (Tasya Farasya), Electronic Word of Mouth (e-WOM), and brand image on consumers' purchase intention toward Somethin Cushion products in Jakarta. The research was motivated by the continued expansion of the beauty industry and the need to identify factors that shape consumers' intentions to purchase beauty products, particularly through influencer recommendations, online consumer experientes, and brand perceptions. A quantitative survey method was applied, involving 100 respondents in Jakarta. Data were obtained through questionnaires and analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) technique. The findings indicate that: (1) beauty influencer (Tasya Farasya) has no significant influence on consumers' purchase intention; (2) e-WOM has a positive and significant influence on purchase intention; and (3) brand image has a positive and significant influence on purchase intention toward Somethinc Cushion products. These results highlight the importance of maintaining a strong brand image and encouraging positive electronic word of mouth as strategies to enhance consumers' purchase intention.
Co-Authors Budi Suryowati Dea Rizkinaya Maghfira Maghfira Yocki Pramudya Ananda