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

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.