PENGARUH INFLUENCER MARKETING DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Bening’s Clinic Di Kota Malang)

This study was conducted on consumers of Bening’s Clinic products in Malang City, aiming to identify and analyze the influence of influencer marketing and electronic word of mouth on purchase decisions, with purchase interet as an intervening variable. The population consists of Bening’s Clinic consumers in Malang City who have purchased or used Bening’s Clinic products. The sample consists of 100 respondents. The sampling technique used is purposive sampling, where samples are selected based on specific criteria determined by the researcher. Data collection was conducted using questionnaires. Data analysis techniques include scale range analysis and Smart PLS 4 as the analytical tool. The scale range calculation results indicate that influencer marketing is rated as attractive, electronic word of mouth is rated as good, purchase interest is rated as interested, and purchase decision is rated as necessary. The research findings show that influencer marketing has a positive and significant effect on the purchase decision of Bening’s Clinic. Additionally, influencer marketing also has a positive and significant effect on purchase interest. Electronic word of mouth has a positive and significant effect on the purchase decision of Bening’s Clinic, and it also has a positive and significant effect on purchase interest. Purchase interest has a positive and significant effect on the purchase decision of Bening’s Clinic. Moreover, purchase interest mediates the effect of influencer marketing and electronic word of mouth on purchase decisions.