PENGARUH BEAUTY INFLUENCER, E-WOM, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN LIP CREAM HANASUI DI KEBUMEN

This research aims to determine the influence of beauty influencer, e-wom and rand image on the decision to purchase lip cream hanasui in Kebumen Regency. The sample data taken in this research are consumers who purchased e lip cream hanasui in Kebumen Regency, numbering 100 as respondents. Instruments or data collection tools in the research This is using a questionnaire/questionnaire. The data analysis tool used in this research is using multiple linear regression analysis. The data analysis techniques used validity test, reliability test, t test, F test, linear regression analysis. multiple. The data was analyzed with the help of the SPSS Release 25 for Windows program. The results of this study conclude that the first hypothesis, which suggests that the Beauty Influencer variable has a significant effect on Purchase Decision, is supported. The second hypothesis, which proposes that the E-WOM (Electronic Word of Mouth) variable has a significant effect on Purchase Decision, is also supported. Additionally, the third hypothesis, which posits that the Brand Image variable significantly affects Purchase Decision, is proven to be true.
Keyword: Beauty Influencer, E-WOM, Brand Image, Purchase Decision.