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September 10, 2025Fonduri de investiţii

Pengaruh Influencer Marketing, Brand Image, Customer Trust, Dan Buying Interest Terhadap Purchase Decision Produk Kecantikan

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Authors

NCNova CahyaniUniversitas Esa UnggulSMSiti MariamUniversitas Esa UnggulASAhmad Hidayat SutawijayaUniversitas Esa Unggul

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Implication

Quantitative analysis shows influencer marketing, brand image, and customer trust impact purchase decisions for beauty products.

Key Points

  • Influencer marketing significantly increases purchase decision-making among beauty product users, enhancing their buying interest.
  • A positive brand image and strong customer trust were found to correlate with higher purchase decisions for beauty products.
  • Multiple linear regression analysis demonstrated the combined effects of influencing factors, such as customer trust and buying interest.
  • These findings highlight the need for beauty brands to strengthen their digital marketing strategies to boost consumer engagement.

Cite This Study

Cahyani et al. (2025) studied this question.

synapsesocial.com/papers/68c23b4ab210217d64784245https://doi.org/10.34127/jrlab.v14i3.1715
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Factors Influencing Consumer Purchase Intention Towards Beauty Products in Indonesia2025
  2. 2The Influence of Brand Image, Celebrity Endorser, Electronic Word of Mouth and Communication Media on Purchase Decisions2025
  3. 3IMPACT OF SOCIAL MEDIA INFLUENCERS ATTRIBUTES ON PURCHASE INTENTION WITH REFERENCE TO BEAUTY PRODUCTS IN JAMSHEDPUR2025
  4. 4The Effect of Influencer Credibility and Influencer Attractiveness on Trust and Purchase Intention2025
  5. 5LOCAL FASHION PURCHASE INTENTION: THE ROLE OF ATTRACTIVENESS, TRUSTWORTHINESS AND EXPERTISE OF INFLUENCERS2024 · 1 citations