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

Year: 2025

Type: article

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.

Source: International Journal of Business Humanities Education and Social Sciences (IJBHES)

DOI: 10.46923/ijbhes.v7i1.485

Authors: Tri Septin Muji Rahayu, Putri Rizky Aulia, Dian Widyaningtyas, Meydy Fauziridwan

Institution: Muhammadiyah University Purwokerto

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4412764705

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