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Ari Sulistyowati, Ari
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Pengaruh Influencer Marketing dan Brand Image terhadap Keputusan Pembelian Produk Skintific di Bekasi Rizalsjah, Viona Salsabilah; Sulistyowati, Ari
TSAQOFAH Vol 5 No 5 (2025): SEPTEMBER
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/tsaqofah.v5i5.6954

Abstract

This study is motivated by the limited research on the influence of influencer marketing and brand image on purchasing decisions for skincare products, despite the significant impact of this phenomenon on marketing strategies within the beauty industry. The aim of this research is to analyze the effect of influencer marketing and brand image on purchasing decisions for Skintific products in the Bekasi area. A quantitative method with a survey approach was employed, using purposive sampling of 115 respondents residing in Bekasi who had previously purchased Skintific products. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression with the assistance of SPSS version 25. The results indicate that both influencer marketing and brand image have a positive and significant effect on purchasing decisions, both partially and simultaneously, with brand image exerting the most dominant influence. These findings reinforce the theory that brand perception and social media-based communication strategies play a strategic role in shaping consumer behavior in the digital era. The study provides theoretical contributions to the literature on digital marketing and practical recommendations for businesses to optimize promotional strategies through influencer collaboration and brand image enhancement. It also opens opportunities for further exploration by expanding variables and research areas to gain deeper insights.
Co-Authors Al-Farisi, Muhammad Salman ARDIAN, RIFKI Butar, Cindy Kristina Butar Diana Prameswari, Diana Dita Pratiwi Febrian, Wenny Desty Hadita, Hadita Handayani, Milda Hasani, Salsabil Indriani, Bonita Revana Juliater Simamarta Karuniawan, Yoga Monika, Friska Mulyawati, Sesi Nazira, Nawfa Ayu Pitoyo, Bayu Seno Primadi Candra Susanto Putra, Christophorus Indra Wahyu Putri, Salsabila Aninda Putri, Siti Wahdaniyah putri, Syalwa widya Rahmadani, Rina Rianto, Muhammad Richo Rizalsjah, Viona Salsabilah Sandi, Samuel Sari, Dhea Puspita Sari, Rycha Kuwara Sefianggraini, Diah Ayu Siti Annisa Wahdiniawati, Siti Annisa Supriyanto Supriyanto suryawan, ryan firdiansyah Sutendi, Zhakila Tamba, Maria Rumiris Tuku, Marina Yayan Hendayana Zulkarnain, Maya Tika