Pengaruh Influencer Marketing dan Word Of Mouth terhadap Minat Beli Skincare Glad2Glow: Studi Kasus pada Mahasiswa Universitas Trunojoyo Madura

Hilya Sania Rosada; Mochammad Isa Anshori

doi:10.61132/jbep.v2i2.1198

Authors

Hilya Sania Rosada Universitas Trunojoyo Madura
Mochammad Isa Anshori Universitas Trunojoyo Madura

DOI:

https://doi.org/10.61132/jbep.v2i2.1198

Keywords:

influencer marketing, word of mouth, purces etention

Abstract

This study aims to determine the effect of influencer marketing and word-of-mouth on the interest of Trunojoyo Madura University students to buy Glad2Glow skin care products. Influencer marketing and word-of-mouth are seen as important factors in influencing consumer decisions when making purchases, especially in the beauty industry where recommendations and promotions play a big role. Using a questionnaire method, 22 students of Trunojoyo University Madura participated in this quantitative research. Data were analyzed using multiple linear regression techniques to determine the relationship between influencer marketing and word-of-mouth with purchase intention. The results showed that consumer intention to purchase Glad2Glow products is strongly and positively influenced by word-of- mouth and influencer marketing. These results provide insights to marketers on how to utilize customer recommendations and influencers to increase sales of skincare products in relevant target markets.

Downloads

Download data is not yet available.

References

Nurul Agustin, Amron (2022). Pengaruh Influencer Marketing Dan Persepsi Harga Terhadap Minat Beli Skincare Pada Tiktok Shop https://jurnal.uia.ac.id/Kinerja/article/view/2243/1227

Bila, F. S. S., & Nur Asnawi. (2024). Dampak Word of Mouth dan Online Review terhadap Minat Beli Konsumen Masyarakat Kota Malang pada Produk Camille Beauty dengan Customer Satisfaction sebagai Variabel Intervening. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(7). https://doi.org/10.47467/alkharaj.v6i7.3112

Trivedi, J., & Sama, R. (2020). The Effect of Influencer Marketing on Consumers’ Brand Admiration and Online Purchase Intentions: An Emerging Market Perspective. Journal of Internet Commerce, 19(1), 103–124. https://doi.org/10.1080/15332861.2019.1700741

Tarigan, E. B., Nofiawaty, N., & Rosa, A. (2023). Pengaruh Influencer Marketing terhadap Minat Beli Produk Skincare Ms Glow: Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(3), 1618–1629. https://doi.org/10.47467/alkharaj.v6i3.4067

Rahmawati P, Harini C, Ika Kirana Jalantina D, (2024). Pengaruh Influencer Marketing Dan Promosi Flash Sale Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada Kosmetik Somethinc https://jurnal.unpand.ac.id/index.php/MS/article/view/2107/2025

Saima & M. Altaf Khan, (2020). Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility. Journal of Promotion Management. https://sci-hub.st/10.1080/10496491.2020.1851847

Julio Andre Setiawan, Binti Nur Asiyah, (2023). Pengaruh Influencer Marketing, Collaboration Branding, Dan Harga Terhadap Minat Beli Virtual Skin Pada Pemain Game Online Mobile Legends: Bang Bang Di Kabupaten Blitar. Jurnal Manajemen dan Bisnis (PERFORMA). https://ejournal.unisba.ac.id/index.php/performa/article/view/10900/pdf

Ali Sahabi Yusuf, Ab Razak Che Hussin and Abdelsalam H. Busalim. (2018). Influence of e-WOM engagement on consumer purchase intention in social commerce. Journal of Services Marketing. https://sci-hub.st/10.1108/jsm-01-2017-0031

Ivan Armawana, Sudarmiatina, Agus Hermawan, ening Patmi Rahayu, (2023). The effect of social media marketing, SerQual, eWOM on purchase intention mediated by brand image and brand trust: Evidence from black sweet coffee shop. International Journal of Data and Network Science. https://www.growingscience.com/ijds/Vol7/ijdns_2022_145.pdf

Rahma Nur Arifa, Juma'i, Andro Dewantara Noegroho, (2024). Pengaruh E-Wom, Live Video Promotion, dan Kualitas Produk Terhadap Minat Beli Pada Tiktok Shop. Journal of Trends Economics and Accounting Research, Vol 4, No 4, June 2024, pp. 940-950. https://journal.fkpt.org/index.php/jtear/article/view/1393

Muhammad Khaeru Fathurrohman, Moh. Mukhsin, Isti Nuzulul Atiah, (2024). The Effect Of Electronic Word Of Mouth (E-Wom), Influencer Marketing, And Halal Awareness On Consumer Buying Interest In Mountea Products. Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah. https://journal.um-surabaya.ac.id/Mas/article/view/22716/7757

Defan Cristoper Zebadiah, Erna Mulyati, Agus Purnomo, (2023). Pengaruh Electronic Word Of Mouth Dan Brand Image Terhadap Minat Beli Melalui Fitur Tiktok Shop Di Pt. Xyz. Jurnal Cahaya Mandalika (JCM). https://scholar.google.co.id/citations?view_op=view_citation&hl=id&user=ZJwCErcAAAAJ&citation_for_view=ZJwCErcAAAAJ:aqlVkmm33-oC

Ghozali, I. (2016). Aplikasi Analisis multivariete dengan program IBM SPSS 23 (Edisi 8). Cetakan Ke VIII. Semarang: Badan Penerbit Universitas Diponegoro, 96.

Yuliza, M., & Gustika, R. (2023). The Influence Of Store Atmosphere And Location On Purchasing Decisions At Sejati Swalayan West Pasaman. Journal of Social and Economics Research, 5(2), 72–87. https://idm.or.id/JSER/index .