The Influence of Influencer Marketing, Online Customer Review, and Brand Image on the Purchase Intention of Sea Makeup Setting Spray Products

Elvira Aprilia Primastika (Universitas Pembangunan Nasional “Veteran” Jawa Timur)
Indah Respati Kusumasari (Universitas Pembangunan Nasional “Veteran” Jawa Timur)

Formosa Journal of Multidisciplinary Research (FJMR)
Vol. 4 No. 3 (2025): March 2025

In the era of digitalization, marketing strategies continue to evolve, one of which is through influencers. The influencer's social media content significantly impacts purchase intention. The factors of influencer marketing, online customer review and brand image, which have an important role in shaping the perception of a product. The influence of influencer marketing, online customer review, and brand image on purchase intention of Sea Makeup setting spray products. This study uses an associative approach with quantitative methods. As a research sample, Sea Makeup's Instagram followers were given questionnaires to complete in order to gather data. The results showed that influencer marketing, online customer review, and brand image have a significant simultaneous impact on purchase intention of setting spray products from Sea Makeup. Partially, each variable also influences the intention to purchase.