REVIEW INFLUENCER DAN BRAND IMAGE TERHADAP MINAT PEMBELIAN PRODUK SKINCARE
Keywords:
Brand Image, Influencer Reviews, Purchase IntentionAbstract
This research aims to analyze the impact of influencer reviews and brand image on purchase intention of skincare products among young social media users. The background of this study is based on the increasing trend of using influencers as a digital marketing strategy and the importance of brand image in shaping consumer decisions. The research method used is quantitative with a survey approach through questionnaires to 100 respondents who actively use social media and have purchased skincare products. The data analysis technique used is multiple linear regression with the help of SPSS. The results of the study indicate that both influencer reviews and brand image have a positive and significant effect on purchase intention, with brand image having a more dominant impact. Simultaneously, both independent variables contribute 48.2% to the variation in purchase intention. These findings highlight the importance of synergy between influencer credibility and the strength of brand image in driving consumer purchase decisions. This study provides implications for skincare companies to be more strategic in selecting influencers and building and maintaining a positive brand image in the eyes of consumers.
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Copyright (c) 2025 Dina Irawati Sinaga, Satrio Bimo Ajie, Chintya Ezra Natasya, Samuel Pardamean Sibarani, Aria, Yopi Fahrevi, Y Rahmat Akbar (Author)
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