Pengaruh Influencer Marketing, Electronic Word of Mouth, dan Brand Image terhadap Keputusan Pembelian Produk Skincare Glad2Glow di Yogyakarta
DOI:
https://doi.org/10.35917/cb.v7i2.744Keywords:
Influencer Marketing, Electronic Word-Of-Mouth, Brand Image, and Purchasing Decisions.Abstract
This study aimed to analyse the effect of Influencer Marketing, Electronic Word-Of-Mouth, and Brand Image on purchasing decisions for Glad2Glow skincare products in Yogyakarta. This study employed a quantitative approach involving 135 respondents who were domiciled in Yogyakarta, aged at least 17 years, and had experience purchasing and using Glad2Glow products. The respondents were selected using purposive sampling. The data were analyzed using multiple linear regression. The results of this study indicate that (1) Influencer Marketing has a positive and significant effect on purchasing decisions, (2) Electronic Word-Of-Mouth has a positive and significant effect on purchasing decisions, and (3) Brand Image has a positive and significant effect on purchasing decisions.
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