PENGARUH INFLUENCER MARKETING, BRAND IMAGE, CUSTOMER TRUST, DAN BUYING INTEREST TERHADAP PURCHASE DECISION PRODUK KECANTIKAN

This study aims to analyze the influence of influencer marketing, brand image, customer trust, and buying interest on purchase decisions for beauty products. The subjects of this study were beauty product users who actively use social media and have made purchases based on influencer recommendations. The research method used was a quantitative survey approach. Data were collected through an online questionnaire and analyzed using multiple linear regression with the help of SPSS software. The results showed that influencer marketing, brand image, customer trust, and buying interest, both partially and simultaneously, had a positive and significant influence on purchase decisions. These findings provide important implications for beauty industry players to optimize digital marketing strategies, build consumer trust, strengthen brand image, and increase purchase interest to encourage purchasing decisions.