PENGARUH INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN SKINTIFIC YANG DI MEDIASI WORD OF MOUTH (WOM) DALAM LIVE SHOPEE

This research aims to determine the influence of influencers on purchasing decisions for creative products mediated by word of mouth in live shopee. This research is included in explanatory research, quantitative research with a quantitative approach. The population in this study were consumers of skintific products in Shopee e-commerce with a sample size of 100 respondents. The data collection method was carried out by distributing questionnaires. The data analysis method uses path analysis assisted by SmartPLS 4.0 software. The results of this research show that: (1) influencers have a positive and significant influence on purchasing decisions. (2) influencers have a positive and significant effect on word of mouth. (3) Word of Mouth has a positive and significant effect on purchasing decisions. (4) influencers have a positive and significant influence on purchasing decisions through word of mouth.
Keywords: Influencer, purchasing decision, word of mouth.