Quantitative analysis finds brand trust and brand image significantly affect purchase decisions for Somethinc products, while influencer marketing does not.
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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Yaqin et al. (2025) studied this question.
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