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Abstract
This study aims to analyze the influence of influencer marketing on purchasing decisions for Skintific products among audiences exposed to promotional content from influencer marketing. In the digital era, influencer marketing has become an effective strategy that utilizes social media platforms, especially Instagram and TikTok, to increase brand awareness and interaction with audiences. This research uses a quantitative approach, where data is collected through questionnaires distributed to consumers exposed to influencer marketing and analyzed using descriptive analysis methods. The results of the analysis show that influencer marketing has a relatively strong influence on purchasing decisions. In addition, factors show that the purchase channel and time of purchase are the two most influential factors in influencing purchasing decisions. This research provides a deeper understanding of how marketing can influence consumer purchasing decisions and the importance of choosing the right marketing strategy to increase product appeal.
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References
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References
Fathurrahman, M. M., Triwardhani, D., & Argo, J. G. (2021). Pengaruh Influencer Marketing Dan Viral Marketing Terhadap Keputusan Pembelian Bittersweet By Najla. Prosiding SENAPENMAS, 346(2), 1209. https://doi.org/10.24912/psenapenmas.v0i0.15157
Kotler, P., & Armstrong, G. (2020). Principles of Marketing. Pearson, 1–21.
Lengkawati, A. S., & Saputra, T. Q. (2021). Pengaruh Influencer Marketing Terhadap Keputusan Pembelian (Studi Pada Elzatta Hijab Garut). Prismakom, 18 (1)(1), 33–38.
Onsardi, Ekowati, S., Yulinda, A. T., & Megawati. (2022). Dampak Digital Marketing, Brand Image Dan Relationship Marketing Terhadap Keputusan Pembelian Konsumen Lina Ms Glow Kota Bengkulu. 5(2), 10–19.
Romla, S., & Ratnawati, A. (2018). Keputusan Pembelian E-Commerce Melalui Kemudahan Penggunaan, Kualitas Informasi Dan Kualitas Interaksi Layanan Web. Jurnal Ekonomi Dan Bisnis, 19(1), 59. https://doi.org/10.30659/ekobis.19.1.59-70
Wardah, F., & Albari. (2023). Analisis Pengaruh Influencer terhadap Minat Beli Konsumen pada Perusahaan JavaMifi. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(3), 188–205. https://journal.uii.ac.id/selma/article/view/30137
Wardana, M. A. (2014). Proses Keputusan Pembelian Konsumen. In Angewandte Chemie International Edition, 6(11), 951–952. (Issue June).
Yulianyah, febriana putri, Wahono, B., & ABS, M. K. (2023). Pengaruh Influencer Marketing, Online Customer Review, Dan Persepsi Harga Terhadap Keputusan Pembelian the Originote Hyalucera Moisturizer (Studi Kasus Mahasiswa FEB UNISMA Angkatan 2020). Riset, Jurnal Prodi, Manajemen Fakultas, Manajemen Unisma, Bisnis, 13(01), 510–518.
Zaki, M. (2018). Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen. Jurnal Manajemen Dan Inovasi (MANOVA), 1(2), 14–23. https://doi.org/10.15642/manova.v1i2.350