Pengaruh Influencer Marketing, Electronic Word of Mouth dan Harga terhadap Keputusan Pembelian Scarlett Whitening (Studi Pada Konsumen Scarlett Whitening di Underprice Skincare Cabang Jamin Ginting Kota Medan)

Abstract

This study aims to determine and analyze the effect of influencer marketing, electronic word of mouth and price on purchase decision of Scarlett Whitening (case study on Scarlett Whitening customer at Underprice Skincare Jamin Ginting, Medan). This research is associative research with the type of data used is quantitative data. The data used was obtained from surveys conducted to Scarlett Whitening customers at Underprice Skincare Jamin Ginting, Medan during the research period. The analysis method used is descriptive analysis and multiple linear regression. The population of this study were customers of Scarlett Whitening customer at Underprice Skincare Jamin Ginting, Medan. The sample in this study amounted to 105 people who were taken with purposive sampling technique. The results showed that simultaneously influencer marketing, electronic word of mouth, and price had a positive and significant effect on purchase decision. Partial research results show that influencer marketing, electronic word of mouth, and price each have a positive and significant effect on purchase decision.