<![CDATA[The rapid growth of digital technology has encouraged companies to utilize influencer marketing and online reviews as marketing strategies, particularly in the skincare industry. However, their influence on consumer trust and purchasing behavior remains inconsistent. This study aims to examine the effects of influencer marketing and online reviews on the purchasing behavior of Somethinc skincare consumers with consumer trust as an intervening variable. A quantitative approach was conducted involving 113 consumers in Tangerang City selected through purposive sampling. Data were analyzed using the SEM-PLS method with SmartPLS 4. The findings indicate that influencer marketing has a positive and significant effect on consumer trust and purchasing behavior. In contrast, online reviews do not significantly affect consumer trust, but positively and significantly influence purchasing behavior. Furthermore, consumer trust mediates the relationship between influencer marketing and purchasing behavior, but does not mediate the relationship between online reviews and purchasing behavior. These findings suggest that credible influencers and effective management of online reviews can help improve consumers’ purchasing behavior toward Somethinc skincare products.]]>
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