<![CDATA[This study aims to examine the influence of influencer marketing and customer confidence on consumers’ purchase decisions for Facetology sunscreen products on the Shopee e-commerce platform. The research employs a quantitative approach using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to analyze the relationships among variables. Data were collected through questionnaires distributed to 120 Shopee users who had been exposed to digital reviews and promotional content related to the product. The results indicate that influencer marketing has a positive and statistically significant effect on purchase decisions (β = 0.274; p = 0.027). Meanwhile, customer confidence shows a stronger positive and significant influence on purchase decisions (β = 0.649; p < 0.001). These findings suggest that consumer trust plays a more dominant role compared to promotional influence in shaping purchasing behavior in online marketplaces. Furthermore, the structural model demonstrates a strong explanatory power, with an R² value of 0.797, indicating that 79.7% of the variance in purchase decisions can be explained by influencer marketing and customer confidence, while the remaining 20.3% is influenced by other factors not examined in this study. Overall, the study highlights that although influencer-based promotional strategies contribute to shaping consumer behavior, strengthening consumer confidence remains a crucial factor in driving purchase decisions for beauty products in e-commerce environments. These findings provide practical implications for digital marketing strategies, particularly in building consumer trust to enhance online purchasing outcomes.]]>
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