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Analysis reveals brand trust and electronic word of mouth significantly influence sunscreen purchases, indicating their importance.
This study aims to examine the impact of influencer marketing, electronic word of mouth, and brand trust on the purchasing decisions of Facetology sunscreen among Generation Z in East Purwokerto. Data were collected through questionnaires targeting Generation Z in East Purwokerto. A purposive sampling method with a non-probability approach was used. Data analysis was conducted using multiple linear regression tests. Influencer marketing showed a positive but insignificant effect on purchasing decisions. In contrast, electronic word of mouth and brand trust had a significant positive influence on the purchasing decisions for Facetology Sunscreen.
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Rahayu et al. (2025) studied this question.
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