PENGARUH KREDIBILITAS INFLUENCER DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK EMINA (Studi Pada Konsumen Gen Z di Kota Malang)

The purpose of this study is to understand and analyze the influence of influencer credibility and electronic word of mouth on the purchase decisions of Emina cosmetic products among Generation Z consumers in Malang. This study uses a quantitative method. The research population consists of Gen Z consumers who have purchased Emina products and follow or are aware of influencers
promoting Emina products, with a sample of 140 respondents. Data collection was conducted using a questionnaire distributed via Google Form. Data analysis was performed using multiple linear regression and hypothesis testing through t-tests with the assistance of SPSS. The results of the study show that influencer credibility has a positive and significant effect on purchase decisions, and electronic word of
mouth also has a positive and significant effect on purchase decisions.