Gultom, Mei Sri Cahaya (2025) Pengaruh Influencer Marketing Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Skincare Skintific (studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

This research aims to determine the influence of influencer marketing and product quality on purchasing decisions for skincare products. The research method used in this research is a quantitative approach by collecting data in the form of numbers. The data source used to obtain accurate data is by distributing questionnaires to respondents. The sample used in this research was students who used skintific skincare with the criteria of having purchased skintific skincare more than once, totaling 100 respondents with a sampling technique using accidental sampling. The method for processing data uses structural model analysis which is carried out in two stages, namely testing the outer model and inner model. The outer model test was carried out to prove the validity and reliability of all indicators for each variable. The inner model test was carried out to test the influence between variables according to the previously established hypothesis. The results of the tests carried out are that influencer marketing and product quality simultaneously have a significant influence on purchasing decisions for skintific skincare products

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