The Influence of Influencers, Brand Image and Product Quality on Purchasing Decisions For Skincare Skincare Products (Case Study on Students of Faculty Of Economics and Business, Wijaya Kusuma University, Surabaya)

Roosyidah Pitradjaja, Joe Giovanno, Tri Tjahjo Poernomo

The purpose of the study was to determine the influence of brand image, product quality, and influencer influence on purchasing decisions by active students of Wijaya Kusuma University, Faculty of Economics and Business Surabaya when buying Skintific skincare products. Independent variables in written research such as influencers, brand perception, and product quality. The result that counts is the purchase decision. The target audience is students who use Skintific skincare products and are included in the class of 2018�2023 at Wijaya Kusuma University, Faculty of Economics and Business, Surabaya. In this study, purposive sampling procedures combined with non-probability sampling methods were used in determining samples. 88 respondents were sampled. Questionnaires are used in collecting data. Descriptive analysis and multiple linear regression analysis are defined as the analysis techniques used. Reviewing in the study, there are two factors that significantly influence consumer decisions in buying Skintifi skincare products, namely influencers and product quality. Brand image does not have a significant influence on consumers' decisions to buy Skintific skincare products. Then, together influencers, brand image and product quality have a significant influence on purchasing decisions.

2024/06/15

Influencer, Brand Image, Product Quality, Purchasing Decision

471

475

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

21