PENGARUH INFLUENCER MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK MAYBELLINE SUPERSTAY VINYL INK (STUDI PADA KONSUMEN DI JAKARTA UTARA)

Abstract

The rapid growth of Indonesia's cosmetics industry has encouraged lipstick brands to rely on digital marketing through social media. Maybelline SuperStay Vinyl Ink actively partners with TikTok influencers to build product awareness, which in turn triggers online discussion and user reviews, known as electronic word of mouth (eWOM). Prior studies remain inconsistent regarding the effect of these two factors on purchasing decisions, so this study re-examines the influence of Influencer Marketing and eWOM on purchasing decisions for Maybelline SuperStay Vinyl Ink among female consumers in North Jakarta, both partially and simultaneously. A quantitative associative method was employed with a sample of 96 respondents determined using the Lemeshow formula and purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using validity, reliability, and classical assumption tests, followed by multiple linear regression with IBM SPSS Statistics version 27. The results show that Influencer Marketing has a positive and significant effect on purchasing decisions (t = 4.091 > t table 1.986; sig. < 0.001), as does eWOM (t = 2.347 > t table 1.986; sig. 0.021). Simultaneously, both variables significantly affect purchasing decisions (F = 22.538 > F table 3.09; sig. < 0.001) with an Adjusted R Square of 0.312, indicating that 31.2% of the variance in purchasing decisions is explained by the two variables, while the remaining 68.8% is explained by other factors outside the model.