HOW SOCIAL MEDIA EFFECT TO CUSTOMER PURCHASING DECISION IN SKINCARE PRODUCT.

Abstract

The purpose of this study was to determine and analyze the impact of social media to purchase intention skincare product. The variables of this research that influencer marketing, promotion, perceived risk and trust. While the dependent variable is the purchase intention. The method used is quantitative method with a sample of 496 people. Methods of data analysis used in this research is the factor analysis. In this study, it can be seen that influencer marketing variables the most significantly affects the purchase intention while the promotion variable significantly affects the purchase intention respectively. R2 coefficient value by looking at the value of R Square is 0.097. This means that 9.7% variable purchase intention influenced by two independent variables, namely Micro Influencer Marketing and Promotion.