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

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.