Quantitative analysis shows e-wom and brand image influence purchase decisions in female students, while beauty vlogger does not.
This study aims to analyze the Determination Analysis Beauty Vlogger, E-WoM, and Brand Image on the decision to purchase Skintific skincare (Study on UMP Female Students). This study uses a quantitative approach with a population of female students at Muhammadiyah University of Purwokerto and with a sample 120 with purposive methodive sampling. The data was analyzed using the SPSS version 26 method, the results showed that Beauty Vlogger does not have a significant influence on purchasing decisions. Meanwhile, E-WoM and Brand Image has a positive and significant influence on purchasing decisions.
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Winanti et al. (2025) studied this question.
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