International Journal of Business, Humanities, Education and Social Sciences (IJBHES)
Vol 7 No 1 (2025): International Journal of Business, Humanities, Education and Social Sciences

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 (Unknown)
Aulia, Putri Rizky (Unknown)
Widyaningtyas, Dian (Unknown)
Fauziridwan, Meydy (Unknown)

Article Info

Publish Date
30 Jun 2025

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.

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Journal Info
International Journal of Business, Humanities, Education and Social Sciences (IJBHES)
Website

Abbrev

IJBHES

Publisher

Universitas Teknologi Yogyakarta

Subject

Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

Description

The International Journal of Business, Humanities, Education and Social Sciences (IJBHES) is a periodical publication for research activities in the fields of business, humanities, education and social science studies. The results of the research in this journal are then expected to be used to ...