The Effect of Influencer Marketing, Brand Image, Product Quality, and Online Consumer Review on Purchase Decisions and Repeat Purchases (Case Study: Pond's Face Wash Consumers in Surabaya)

The need for skincare to maintain good facial skin is being realized by more and more people, leading to growth in the skincare industry. One of the most important skincare products is facial cleansers. Despite this, POND'S facial cleanser market share has declined sharply over the past few years as a result of intense competition. Therefore, it is natural to wonder what factors cause customers to purchase and repurchase this product. Knowing how influencer marketing, brand image, product quality, and online consumer review influence the purchase decision and repeat purchase of POND'S facial cleanser in Surabaya is the main objective of this study. Researchers in this study adopted a quantitative approach using ML (Maximum Likelihood) estimation techniques for the Structural Equation Modeling (SEM) method. This research uses AMOS software. As part of this study, 110 users of POND'S facial cleanser were given a questionnaire. Influencer marketing had a negative and insignificant effect on purchase decisions, according to the research findings, but had a positive and substantial effect on repeat purchases. Brand image cannot be shown to influence purchase decisions or repeat purchases as it is a source of multicollinearity that should be eliminated. Product quality has a small but nonleading effect on purchase decision.