Pengaruh Brand Image dan Influencer Marketing terhadap Keputusan Pembelian Produk Scarlett Whithening di Toko Kosmetik Beauty Shop Seririt


  • Ayu Ade Ayu Ade Wahyu Krisna Yani Universitas Pendidikan Ganesha
  • Ni Nyoman Yulianthini Universitas Pendidikan Ganesha



The objective of this research is to investigate the influence of (1) brand image and influencer marketing on purchasing decisions, (2) brand image on purchasing decisions, and (3) influencer marketing on purchasing decisions for Scarlett whitening products at the Beauty Shop Seririt cosmetics store. The employed methodology is characterized by a quantitative approach with a causal research design. The focus of the study pertains to the examination of the relationship between brand image and influencer marketing as independent variables and their impact on purchasing decisions as the dependent variable. The study's participants consisted of 100 individuals who were consumers of Scarlett whitening products. The information was collected by administering a questionnaire and then analyzed using various methods of multiple linear regression. The findings of the research indicate that: (1) The impact of brand image and influencer marketing on consumer purchasing decisions is noteworthy. (2) The impact of brand image on consumer purchasing behavior is both substantial and favorable. (3) The utilization of influencer marketing has been found to have a noteworthy and favorable impact on consumer purchasing behavior