Pengaruh Influencer Marketing terhadap Minat Beli Produk Skincare Ms Glow:

Abstract

The purpose of this study is to determine the impact of influencer marketing on purchase intention for MS Glow skincare products, both simultaneously and partially. This quantitative study used a primary data obtained by distributing questionnaires to 100 respondents. The sampling technique used in this study was a purposive sampling technique. The analysis techniques used in this study are descriptive analysis, the F test, the T test, and multiple linear regression. This study showed a result that influencer marketing simultaneously has a significant impact on purchase intention. Authenticity and content partially have a significant impact on purchase intention. Brand fit and community partially have no impact on purchase intention. The multiple linear regression analysis showed a result that content has a dominant impact on purchase intention. Keyword: authenticity, brand fit, community, content, purchase intention