THE INFLUENCE OF BEAUTY INFLUENCERS, BRAND IMAGE, AND WORD OF MOUTH ON SKINTIFIC SKINCARE PURCHASING DECISIONS IN BATAM

Abstract

This research aims to determine the influence of beauty influencers, brand image, and word of mouth on purchasing decisions for Skintific Skincare in Batam. The independent variables studied are beauty influencers, brand image, and word of mouth and the dependent variable is purchasing decisions. The population in this study cannot be known with certainty, so the sample for this study was 100 using the lemeshows formula. Data collection was carried out through distributing questionnaires and data analysis. The results show that beauty influencers have a significant influence on purchasing decisions, brand image has a significant influence on purchasing decisions, and word of mouth has a significant influence on purchasing decisions. Apart from that, researchers show that beauty influencers, brand image, and word of mouth together have a significant influence on purchasing decisions.