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

Tri Septin Muji Rahayu; Putri Rizky Aulia; Dian Widyaningtyas; Meydy Fauziridwan

doi:10.46923/ijbhes.v7i1.485

Tri Septin Muji Rahayu Universitas Muhammadiyah Purwokerto
Putri Rizky Aulia Universitas Muhammadiyah Purwokerto
Dian Widyaningtyas Universitas Muhammadiyah Purwokerto
Meydy Fauziridwan Universitas Muhammadiyah Purwokerto

DOI: https://doi.org/10.46923/ijbhes.v7i1.485

Keywords: Influencer Marketing, Electronic Word of Mouth, Brand Trust, Purchase Decision

Abstract

This study aims to examine the impact of influencer marketing, electronic word of mouth, and brand trust on the purchasing decisions of Facetology sunscreen among Generation Z in East Purwokerto. Data were collected through questionnaires targeting Generation Z in East Purwokerto. A purposive sampling method with a non-probability approach was used. Data analysis was conducted using multiple linear regression tests. Influencer marketing showed a positive but insignificant effect on purchasing decisions. In contrast, electronic word of mouth and brand trust had a significant positive influence on the purchasing decisions for Facetology Sunscreen.