Citation:

Amanda Dewi Ningtyas, Dr. Agus Maolana Hidayat, S.E., MSi. "Implications on Social Media Influencer Tasya Farasya and Electronic Word of Mouth for Purchase Decision of Somethinc and Skintific" International Research Journal of Economics and Management Studies, Vol. 3, No. 2, pp. 205-213, 2024.

Abstract:

The purpose of this study was to determine the influence between social media influencer Tasya Farasya and electronic word of mouth on purchasing decisions for Somethinc and Skintific products. The research method was used through descriptive and quantitative approaches with data collection techniques through questionnaires distributed on social media. The sampling technique used nonprobability sampling with a purposive sampling method. This research uses SMARTPLS software version 3.2.9 in processing data. The results showed that social media influencer Tasya Farasya had a significant positive effect on electronic word of mouth, social media influencer Tasya Farasya had a significant positive effect on purchasing decisions, and electronic word of mouth had a significant effect on purchasing decisions for Somethinc and Skintific products. This research has a novelty that lies in the object of research that has never been studied before. So, this research is a contribution to the science of marketing management.

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Keywords:

Social Media Influencer, Electronic Word of Mouth, Purchase Decisions, Skincare.