<![CDATA[Purpose – This study aims to examine the effects of influencer marketing, brand image, and price on purchase intention of ESQA cosmetic products among consumers in Malang City. Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the relationships between influencer marketing, brand image, price, and purchase intention. The sample consists of 140 respondents aged at least 18 years who are cosmetic users in Malang City and are familiar with ESQA products. Respondents were selected using a non-probability purposive sampling technique. Data were collected through structured questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics version 26. Findings – The results indicate that influencer marketing has a positive and significant effect on purchase intention, brand image has a positive and significant effect, and price also has a positive and significant effect. These findings suggest that digital influence, brand perception, and pricing considerations collectively play an important role in shaping consumer purchase intentions in the cosmetics industry. Originality/value – This study provides originality by simultaneously examining influencer marketing, brand image, and price as integrated predictors of purchase intention specifically for ESQA cosmetic products. The findings offer practical value by highlighting the combined and significant impact of these variables, guiding brands in designing more targeted and effective marketing strategies]]>
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