Skincare Consumer Purchasing Decisions: An Empirical Study on Somethinc Products

This study aims to analyze the influence of influencer marketing, brand trust, brand image, and e-wom on Somethinc's purchase decisions. This study uses a quantitative method. Sampling was carried out using non-probability sampling through the purposive sampling method, with a sample of 107 respondents. Data were collected through questionnaires measured on a 5-point likert scale, and analyzed using SEM-PLS. The results of the study show that influencer marketing has no effect on purchase decisions, brand trust and brand image have a positive and significant effect on purchase decisions, e-wom has no effect on purchase decisions.