The Role of Influencer Marketing and Brand Image in Purchase Decisions for Hanasui Products among University Students

The growth of Indonesia’s cosmetics industry has encouraged companies to implement marketing strategies that strengthen consumer purchase decisions. Influencer marketing and brand image development are widely used to build trust and attract consumer interest in products. This study aims to analyze the effects of influencer marketing and brand image on purchase decisions for Hanasui products among students of the Faculty of Economics and Business, Universitas Muhammadiyah Cirebon. A quantitative survey approach was employed involving 67 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using IBM SPSS Statistics, including validity tests, reliability tests, classical assumption tests, multiple linear regression, individual significance tests (t-tests), a joint significance test (F-test), and the coefficient of determination. The findings indicate that influencer marketing and brand image have positive and significant effects on purchase decisions, both individually and jointly. The two variables also explain a substantial proportion of the variation in consumer purchase decisions. These findings suggest that effective influencer communication supported by a strong brand image enhances consumers’ confidence in purchasing Hanasui cosmetics. The study implies that companies should select credible influencers and consistently develop their brand image to improve competitiveness and sustain consumer purchase decisions.