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The increasing knowledge of beauty products as a form of self-care has become a necessity for society. By applying the right marketing methods, it will create public interest in these products. The purpose of this study is to determine whether influencer marketing and brand image affect purchasing decisions through purchase intention as a mediating variable. The population of this study consists of active students of Universitas Negeri Jakarta who are aware of and have used Somethinc products. This study employs a quantitative method with a total sample of 102 respondents obtained through questionnaires. The results of the direct influence hypothesis test in this study indicate that influencer marketing and brand image do not have a significant impact on purchasing decisions. However, influencer marketing and brand image have a significant and positive impact on purchase intention. The purchase intention variable also has a significant and positive impact on purchasing decisions. Meanwhile, the results of the indirect influence hypothesis test show that influencer marketing and brand image have a significant and positive impact on purchasing decisions through purchase intention.
Ayuningtiyas et al. (Thu,) studied this question.