Pengaruh Influencer, Brand Image, dan Consumer Trust terhadap Purchase Intention Skincare Skintific pada Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surabaya

Penelitian ini bertujuan menganalisis pengaruh Influencer, Brand Image, dan Consumer Trust terhadap Purchase Intention skincare Skintific pada mahasiswi Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surabaya. Penelitian menggunakan pendekatan kuantitatif dengan sampel 165 responden yang ditentukan melalui purposive sampling. Data dikumpulkan menggunakan kuesioner dan dianalisis dengan regresi linier berganda, uji t, uji F, serta koefisien determinasi. Hasil penelitian menunjukkan bahwa Influencer berpengaruh positif dan signifikan terhadap Purchase Intention dengan nilai t-hitung 6,514 dan signifikansi 0,000. Brand Image berpengaruh positif dan signifikan dengan nilai t-hitung 5,394 dan signifikansi 0,000. Consumer Trust juga berpengaruh positif dan signifikan dengan nilai t-hitung 5,061 dan signifikansi 0,000. Secara simultan, ketiga variabel berpengaruh signifikan terhadap Purchase Intention dengan nilai F-hitung 56,732 dan signifikansi 0,000. Nilai R Square sebesar 0,514 menunjukkan bahwa ketiga variabel menjelaskan Purchase Intention sebesar 51,4%, sedangkan 48,6% dijelaskan oleh variabel lain.

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This study aims to analyze the effect of Influencers, Brand Image, and Consumer Trust on the purchase intention for Skintific skincare products among female students at the Faculty of Economics and Business of Muhammadiyah University of Surabaya. The study employs a quantitative approach with a sample of 165 respondents selected through purposive sampling. Data were collected via questionnaires and analyzed using multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that Influencers have a positive and significant influence on purchase intention, with a calculated t-value of 6.514 and a significance level of 0.000. Brand Image also has a positive and significant influence, with a calculated t-value of 5.394 and a significance level of 0.000. Consumer Trust similarly exerts a positive and significant influence, with a calculated t-value of 5.061 and a significance level of 0.000. Simultaneously, the three variables significantly influence purchase intention, with a calculated F-value of 56.732 and a significance level of 0.000. The R-square value of 0.514 indicates that these three variables explain 51.4% of the variance in purchase intention, while the remaining 48.6% is explained by other variables.