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September 10, 2025International Journal of Business Humanities Education and Social Sciences (IJBHES)

The Influence of Influencer Marketing, Electronic Word of Mouth, and Brand Trust on Purchasing Decisions for Facetology Sunscreen in Generation Z

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Authors

TRTri Septin Muji RahayuPAPutri Rizky AuliaDWDian Widyaningtyas

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Overview

Analysis reveals brand trust and electronic word of mouth significantly influence sunscreen purchases, indicating their importance.

Key Points

  • Brand trust significantly influences purchasing decisions for Facetology sunscreen among Generation Z in East Purwokerto.
  • Electronic word of mouth showed a substantial positive effect on the purchasing decisions, unlike influencer marketing.
  • Data collected via questionnaires identified key factors affecting sunscreen purchases in this demographic.
  • The study employed multiple linear regression tests to analyze the impact of various marketing factors.

Cite This Study

Rahayu et al. (2025) studied this question.

synapsesocial.com/papers/68c1a13354b1d3bfb60dc7fahttps://doi.org/10.46923/ijbhes.v7i1.485
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Peran Brand Trust dalam Memediasi Dampak Brand Image, Electronic Word of Mouth, dan Influencer terhadap Purchase Desicion Sunscreen Facetology2025
  2. 2The Influence of Influencer Credibility, Social Media Marketing, and E-Wom on Brand Image and Its Impact on Intention to Purchase Local Skincare Among Gen Z (Study on Somethinc Local Skincare)2024
  3. 3The Influence of Content Creator and Recommendation Algorithms on Gen Z’s Purchase Decision for Facetology Skincare Products on TikTok2025
  4. 4Determinants Facetology Consumers Purchase Intention: The Role of TikTok Social Media Marketing Activities, Brand Trust and Brand Preference2025
  5. 5INCREASING PURCHASE INTENTION THROUGH ELECTRONIC WORD OF MOUTH AND BRAND AWARENESS2025