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All Journal EKONOMIS : Journal of Economics and Business International Journal of Business, Humanities, Education and Social Sciences (IJBHES)
Aulia, Putri Rizky
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Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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The Influence of Influencer Marketing, Electronic Word of Mouth, and Brand Trust on Purchasing Decisions for Facetology Sunscreen in Generation Z Rahayu, Tri Septin Muji; Aulia, Putri Rizky; Widyaningtyas, Dian; Fauziridwan, Meydy
Jurnal Internasional Bisnis, Humaniora, Pendidikan dan Ilmu Sosial Vol 7 No 1 (2025): International Journal of Business, Humanities, Education and Social Sciences
Publisher : Universitas Teknologi Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46923/ijbhes.v7i1.485

Abstract

This study aims to examine the impact of influencer marketing, electronic word of mouth, and brand trust on the purchasing decisions of Facetology sunscreen among Generation Z in East Purwokerto. Data were collected through questionnaires targeting Generation Z in East Purwokerto. A purposive sampling method with a non-probability approach was used. Data analysis was conducted using multiple linear regression tests. Influencer marketing showed a positive but insignificant effect on purchasing decisions. In contrast, electronic word of mouth and brand trust had a significant positive influence on the purchasing decisions for Facetology Sunscreen.
The Influence of Influencer Marketing, Electronic Word of Mouth, and Brand Trust on Purchasing Decisions for Sunscreen Facetology in Generation Z in East Purwokerto Rahayu, Tri Septin Muji; Aulia, Putri Rizky; Widyaningtyas, Dian; Fauziridwan, Meydy
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 Fauziridwan, Meydy Tri Septin Muji Rahayu, Tri Septin Widyaningtyas, Dian