<![CDATA[Purpose – This study aims to examine the influence of influencer marketing, product quality, and brand image on consumers’ purchase intention toward Facetology sunscreen products among people in the Greater Malang area. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. A non-probability sampling method with a purposive sampling technique was used to select 100 respondents from the Greater Malang community. The collected data were analyzed using multiple linear regression with IBM SPSS Statistics 27.0. Findings – The results reveal that influencer marketing through Tasya Farasya has a positive and significant effect on consumers’ purchase intention toward Facetology sunscreen products. In addition, product quality and brand image both positively and significantly influence consumers’ purchase intention. Originality/Value – This study extends the literature on consumer purchase intention by examining the effectiveness of a specific beauty influencer (Tasya Farasya) in promoting a local sunscreen brand within the Greater Malang market. The findings offer practical insights for skincare companies in designing influencer marketing strategies while emphasizing the importance of maintaining product quality and strengthening brand image to enhance purchase intention.]]>
Copyrights © 2026
