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Objective – This research aims to analyze how much influence the use of Instagram by Skintific on consumer purchase decisions. Design/Methodology/Approach – The research method used is quantitative with a survey design. The sample was taken randomly from as many as 101 respondents from various regions in Tasikmalaya. The analysis was performed using SPSS software version 27.0. Findings – The study's findings indicate that advertising, brand trust, and product reviews have a significant positive impact on the decision to purchase Skintific skincare products through Instagram in the Tasikmalaya region. Conclusion and Implications – The strategy of using social media Instagram was able to bring Skintific to be known very widely. Once consumers get to know a brand, then direct them to explore and observe product reviews from other consumers. Then consumers will judge the products they buy to create brand trust in Skintific skincare products.
Ramdhani et al. (Tue,) studied this question.
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