<![CDATA[This study aims to analyze the influence of influencer marketing, brand characteristics, and online customer reviews on the purchase decision of Implora beauty products in Shopee e-commerce. The sample in this study amounted to 100 respondents using the non-probability sampling method. The results of the instrument test showed that the data in this study was declared valid and reliable. The results of the classical assumption test state that the research data are distributed normally and produce a regression model that is free of multicollinearity and heteroscedasticity. The results of the study prove that: (1) influencer marketing has a positive and significant effect on the purchase decision of Implora beauty products on Shopee e-commerce, (2) brand characteristics have a positive and significant effect on the purchase decision of Implora beauty products on Shopee e-commerce, and (3) online customer reviews does not have a significant effect on the purchase decision of Implora beauty products on Shopee e-commerce.]]>
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