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All Journal Optimal: Jurnal Ekonomi dan Manajemen
Amir Hamzah
Sekolah Tinggi Ilmu Ekonomi Widya Praja Tanah Grogot

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Pengaruh Influencer Marketing dan Persepsi Kualitas terhadap Keputusan Pembelian Produk Skincare pada Mahasiswa STIE Widya Praja Tanah Grogot Amir Hamzah; Ainun Ainun
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 6 No. 3 (2026): September: OPTIMAL: Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v6i3.11234

Abstract

This study aims to analyze the effect of influencer marketing and quality perception on skincare product purchase decisions among students of STIE Widya Praja Tanah Grogot. A quantitative approach with survey method was employed with 75 students selected using purposive sampling. The research instrument was a Likert scale questionnaire (1-5) comprising three variables: influencer marketing (X1), quality perception (X2), and purchase decision (Y), each measured by eight statement items. Multiple linear regression was used for data analysis. The results indicate that influencer marketing has a positive and significant effect on purchase decisions (beta = 0.412; p < 0.05), quality perception has a positive and significant effect on purchase decisions (beta = 0.387; p < 0.05), and simultaneously both variables contribute 60.2% to the variation in purchase decisions (Adjusted R2 = 0.602). These findings suggest that influencer-based marketing strategies and well-perceived product quality need to be prioritized by skincare businesses targeting the student segment.
Co-Authors Ainun Ainun