Peran influencer marketing dan brand image dalam mempengaruhi purchase intention pada produk skincare Skintific
DOI:
https://doi.org/10.53088/jmdb.v6i1.3005Keywords:
Consumer Behavior, Digital Marketing, Brand Image, Buying Intention, Social MediaAbstract
This study aims to examine the influence of influencer marketing and brand image on purchase intention among consumers of Skintific skincare products in Indonesia. The population of this study consisted of consumers who actively use social media and have been exposed to promotional content delivered by influencers. The sample was selected using a purposive sampling technique based on specific criteria relevant to the research objectives, yielding a total of 120 respondents who completed an online questionnaire distributed via Google Forms. This research employed a quantitative, associative approach, with influencer marketing and brand image as independent variables and purchase intention as the dependent variable. Data analysis was conducted using multiple linear regression. The results indicate that influencer marketing and brand image have positive and significant effects on purchase intention, both partially and simultaneously. These findings suggest that influencer-based marketing strategies and strong brand image development play an important role in increasing consumer purchase intention for skincare products. Therefore, companies are encouraged to select appropriate influencers aligned with their target market and maintain consistent product quality and brand reputation to enhance consumer trust and purchase intention.
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