PENGARUH INFLUENCER MARKETING, E-WOM, DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC DI YEPPA COSMETIC

Abstrak

Penelitian ini bertujuan untuk menguji pengaruh dari influencer marketing, E-WOM, dan brand awareness secara parsial dan simultan terhadap Keputusan pembelian produk Skintific di Yeppa Cosmetic. Rancangan penelitian yang digunakan dalam penelitian ini adalah kuantitatif kausal. Penentuan sampel dalam penelitian ini menggunakan teknik purposive sampling. Jumlah sampel yang digunakan dalam pengumpulan data adalah kuesioner serta teknik analisis data yang digunakan adalah analisis regresi linier berganda. Adapun hasil dalam penelitian ini adalah: (1) influencer marketing berpengaruh positif dan signifikan terhadap keputusan pembelian produk Skintific di Yeppa Cosmetic. (2) E-WOM berpengaruh positif dan signifikan terhadap keputusan pembelian produk Skintific di Yeppa Cosmetic. (3) brand awareness berpengaruh positif dan signifikan terhadap keputusan pembelian produk Skintific di Yeppa Cosmetic. (4) influencer marketing, E-WOM, dan brand awareness berpengaruh signifikan terhadap keputusan pembelian produk Skintific di Yeppa Cosmetic.

This study aims to examine the partial and simultaneous effects of influencer marketing, electronic word of mouth (E-WOM), and brand awareness on purchase decisions of Skintific products at Yeppa Cosmetic. The research design used is quantitative causal research. The sampling technique employed in this study is purposive sampling. The data was collected through questionnaires, and the data analysis technique used is multiple linear regression analysis. The results of this study indicate that: (1) influencer marketing has a positive and significant effect on the purchase decisions of Skintific products at Yeppa Cosmetic; (2) E-WOM has a positive and significant effect on the purchase decisions of Skintific products at Yeppa Cosmetic; (3) brand awareness has a positive and significant effect on the purchase decisions of Skintific products at Yeppa Cosmetic; and (4) influencer marketing, E-WOM, and brand awareness simultaneously have a significant effect on the purchase decisions of Skintific products at Yeppa Cosmetic.