The Influence of Personal Branding, Affiliate Marketing, and Influencers on Purchasing Decisions on Skintific Products on Social Media
Pengaruh Personal Branding, Affliate Marketing, dan Influencer Terhadap Keputusan Pembelian Pada Produk Skintific di Media Sosial
DOI:
https://doi.org/10.21070/ups.9716Keywords:
Personal Branding, Affiliate Marketing, Influencer, Purchase DecisionAbstract
The development of digital marketing and the increasing role of influencers on social media have driven changes in consumer behavior, especially for premium skincare products such as Skintific. This study aims to analyze the influence of personal branding, affiliate marketing, and influencers on the decision to purchase Skintific products on social media. A quantitative approach was used by distributing questionnaires to 100 respondents. Data analysis was conducted using SmartPLS. The results show that all three variables significantly influence purchasing decisions, with an R² value of 0.830, indicating that the model explains 83% of the variation in purchasing decisions. The influencer variable had the largest contribution (β = 0.418), followed by personal branding and affiliate marketing. The novelty of this research lies in the simultaneous testing of the three variables in the context of skincare, particularly Skintific, which has not been comprehensively studied.
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