<![CDATA[This study aims to analyze the influence of influencers, brand image, and lifestyle on Facetology Sunscreen purchasing decisions, as well as the influence of influencers on brand image. The background is based on the phenomenon of increasing Facetology rankings in the Indonesian e-commerce market which is not followed by an increase in sales percentage, so an in-depth study is needed regarding the factors that influence consumer purchasing decisions. The study uses a quantitative approach with the Partial Least Squares-based Structural Equation Modeling (SEM-PLS) method through SmartPLS 4.0 software. Data were collected through questionnaires to 150 respondents who are Facetology Sunscreen users domiciled in DKI Jakarta aged 15–35 years, selected using a purposive sampling technique. The results of the study show that: (1) influencers have a positive and significant effect on purchasing decisions (2) brand image has a positive and significant effect on purchasing decisions (3) lifestyle has a positive and significant effect on purchasing decisions (4) influencers have a positive and significant effect on brand image.]]>
Copyrights © 2026
