What type of study is this?

This is a Quantitative Study study.

October 15, 2025

Skincare Consumer Purchasing Decisions: An Empirical Study on Somethinc Products

Key Points

Brand trust and brand image significantly enhance purchase decisions for Somethinc products, indicating their importance in marketing strategies.
Influencer marketing shows no significant influence on consumer purchase decisions, suggesting a need for re-evaluation of this approach.
A total of 107 respondents participated in the study, providing insights through questionnaires measured on a 5-point Likert scale.
Data analysis was performed using SEM-PLS, illustrating the complexities of modern consumer behavior in skincare markets.

Abstract

This study aims to analyze the influence of influencer marketing, brand trust, brand image, and e-wom on Somethinc's purchase decisions. This study uses a quantitative method. Sampling was carried out using non-probability sampling through the purposive sampling method, with a sample of 107 respondents. Data were collected through questionnaires measured on a 5-point likert scale, and analyzed using SEM-PLS. The results of the study show that influencer marketing has no effect on purchase decisions, brand trust and brand image have a positive and significant effect on purchase decisions, e-wom has no effect on purchase decisions.

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Cite This Study

Yaqin et al. (Thu,) studied this question.

synapsesocial.com/papers/68f01110f081da0584b567e7 https://doi.org/https://doi.org/10.55927/ijbae.v4i5.256

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