Pengaruh Influencer Media Sosial dan Konten Media Sosial terhadap Keputusan Pembelian Produk Skintific di Kota Malang
DOI:
https://doi.org/10.61722/jiem.v4i6.10924Keywords:
Keywords: digital marketing, purchase decision, Skintific, social media content, social media influencerAbstract
Abstract. Social media has become an important space for consumers to search for, compare, and assess
information before purchasing skincare products. This shift means that promotional effectiveness is no
longer determined only by the popularity of the figure delivering the message, but also by the quality of
information received by consumers. This study analyzes the influence of social media influencers and social
media content on purchase decisions for Skintific products in Malang City, both partially and
simultaneously. The study employed a quantitative approach with a causal associative design. Data were
collected through an online questionnaire from 100 Skintific consumers selected using purposive sampling.
Respondents lived in Malang City, were aged 17 to 45 years, actively used social media, followed Tasya
Farasya, and had purchased Skintific products between November 2023 and January 2024. Data were
analyzed using SPSS version 25 through classical assumption tests, multiple linear regression, partial tests,
simultaneous tests, and the coefficient of determination. The results show that social media influencers
have a positive and significant effect on purchase decisions, with a regression coefficient of 0.477 and a
significance value of 0.001. Social media content also has a positive and significant effect, with a regression
coefficient of 0.489 and a significance value below 0.001. Simultaneously, both variables significantly
affect purchase decisions, with an F value of 145.858. The Adjusted R Square value of 0.650 indicates that
the model explains 65 percent of the variation in purchase decisions. Social media content has a relatively
stronger contribution than social media influencers. These findings suggest that Skintific should combine
credible influencers with engaging, accurate, accessible, and relevant content so that promotion does not
stop at initial attention but supports more considered purchase decisions.
Keywords: digital marketing, purchase decision, Skintific, social media content, social media influencer
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