The Influence of Influencer Marketing, Electronic Word of Mouth, and Brand Trust on Purchasing Decisions for Facetology Sunscreen in Generation Z

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Analysis reveals brand trust and electronic word of mouth significantly influence sunscreen purchases, indicating their importance.

Brand trust significantly influences purchasing decisions for Facetology sunscreen among Generation Z in East Purwokerto.
Electronic word of mouth showed a substantial positive effect on the purchasing decisions, unlike influencer marketing.
Data collected via questionnaires identified key factors affecting sunscreen purchases in this demographic.
The study employed multiple linear regression tests to analyze the impact of various marketing factors.

Rahayu et al. (2025) studied this question.

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