PENGARUH E-WOM BRAND IMAGE DAN INFLUENCER MARKETING TERHADAP PERILAKU PEMBELIAN KONSUMEN (STUDI PADA KONSUMEN CUSHION MEREK SKINTIFIC DI BOGOR)

The aim of this research is to determine the influence of e-WOM, brand image and influencer marketing on consumer purchasing behavior (study on consumers bearing the Skintific brand in Bogor). The type of research used is quantitative research. The population in this research is all consumers of Skintific bearings in Bogor City, the number of which has not been identified. So the sample used was 120 respondents (10 x 12 marks). Purposive sampling is the method for determining the sample in this research. The data analysis technique used in this research is multiple linear regression analysis. The results of the study indicate that e-wom has no influence on purchasing behavior with a significance value of 0.076 > 0.05. While the brand image and influencer marketing variables have a positive effect on purchasing behavior. Meanwhile, the significance value obtained is 0.000 <0.05, which is smaller than 0.05. The implication of this study is that the purchasing behavior of Skintific consumers can be formed by e-wom, brand image and influencer marketing so that companies can make these three variables the main focus in creating consumer purchasing interest.

Keywords: E-wom, Brand Image, Influencer Marketing, Purchasing Behavior