Pengaruh Komunikasi Influencer Terhadap Keputusan Pembelian Produk Skincare Brand Somethinc

Abstract

The development of social media has transformed promotional patterns, one of which is through Influencers increasingly utilized by brands in digital marketing strategies, especially in the beauty industry. This study aims to analyze the influence of Influencer communication on the purchase decisions of Somethinc skincare products among individuals aged 15–45 in Jakarta and Bekasi. Using a quantitative approach, the research involved a survey of 99 active social media users. Data were analyzed using simple linear regression, which showed that Influencer communication has a positive and significant effect on purchase decisions, with a regression coefficient of 0.777 and a contribution of 54% (R² = 0.540). The dimensions examined include trustworthiness, expertise, and personal attractiveness. The results indicate that Influencers with high levels of trust and expertise are capable of shaping positive consumer perceptions and encouraging purchase decisions. This study demonstrates that Influencer-based communication strategies are not only effective in driving consumer behavior but also serve as a reference in developing digital marketing communication theory that adapts to social media trends.