<![CDATA[This study aims to analyze the influence of influencer marketing and brand trust on purchasing decisions for Nivea body lotion among students of the Management Study Program at UBSI Pemuda (Class of 2022). A quantitative approach was employed, involving the distribution of questionnaires to 62 respondents selected via simple random sampling based on the Slovin formula. Data were analyzed using multiple linear regression with the aid of SPSS, preceded by reliability and classical assumption tests. Partial test results indicate that both influencer marketing and brand trust have a positive and significant effect on purchasing decisions. Simultaneously, both variables also exert a positive and significant influence on purchasing decisions, with a coefficient of determination of 86.4%. This means that 86.4% of the variation in purchasing decisions can be explained by influencer marketing and brand trust, while the remaining 13.6% is influenced by factors outside the research model. These findings demonstrate that influencer marketing and brand trust are significant factors influencing purchasing decisions for Nivea body lotion.]]>
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