Pengaruh Influencer Marketing dan Brand Image serta Promosi Terhadap Keputusan Pembelian Skincare Somethinc di Samarinda

Abstract

This study aims to examine the effect of influencer marketing, brand image, and promotion on purchase decisions for Somethinc skincare in Samarinda. The study employed a quantitative approach with purposive sampling and involved 112 Somethinc skincare users in Samarinda. Data were collected through an online questionnaire (Google Form) using a 5-point Likert scale and analyzed using multiple linear regression with IBM SPSS Statistics 25. The analysis produced the equation Y = 1.470 + 0.522X1 + 0.364X2 + 0.233X3. The F-test showed that the three variables simultaneously have a significant effect on purchase decisions (F-count = 40.629; sig. = 0.000). Partially, influencer marketing (sig. = 0.000), brand image (sig. = 0.002), and promotion (sig. = 0.016) have a positive and significant effect on purchase decisions, with influencer marketing as the most dominant variable. The R Square value of 0.530 indicates that 53.0% of the variation in purchase decisions is explained by the three variables, while the remaining 47.0% is explained by other variables outside the model.