PENGARUH INFLUENCER DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN SKINTIFIC DI KOTA MALANG

This study aims to analyze and test the effect of Influencer and Brand Trust on the Purchase Decision of Skintific products, involving 108 consumers in Malang City. Employing a quantitative approach, the data analysis utilizes multiple linear regression processed with the SPSS version 27 software. The results indicate that both the Influencer and Brand Trust variables individually have a positive and significant effect on Purchase Decisions, suggesting that both influencer credibility and consumer confidence in the brand encourage purchases. Simultaneously, these two variables account for 53.4% of the variation in purchase decisions. However, the key finding is that Brand Trust is the most dominant variable influencing Purchase Decisions, demonstrating that while influencers are important as an initial trigger, fundamental factors such as brand quality assurance and consistency are the strongest determinants of the final purchase decision for Skintific consumers in Malang City.