ANALYSIS OF ADVERTISING INFLUENCE, BRAND TRUST, AND INSTAGRAM PRODUCT REVIEWS ON THE PURCHASE DECISION OF SKINTIFIC SKINCARE

Moch Yusuf Haidar Ali Ramdhani; Fikih Abdul M; M. Ferdy Irzami; Salman Al Farisi Sentika; Syti Sarah Maesaroh

doi:10.52300/jmso.v5i1.13637

Authors

Moch Yusuf Haidar Ali Ramdhani Universitas Pendidikan Indonesia
Fikih Abdul M
M. Ferdy Irzami
Salman Al Farisi Sentika
Syti Sarah Maesaroh

DOI:

https://doi.org/10.52300/jmso.v5i1.13637

Keywords:

Advertising, Brand Trust, Product Review, Purchase Decision

Abstract

Objective – This research aims to analyze how much influence the use of Instagram by Skintific on consumer purchase decisions.

Design/Methodology/Approach – The research method used is quantitative with a survey design. The sample was taken randomly from as many as 101 respondents from various regions in Tasikmalaya. The analysis was performed using SPSS software version 27.0.

Findings – The study's findings indicate that advertising, brand trust, and product reviews have a significant positive impact on the decision to purchase Skintific skincare products through Instagram in the Tasikmalaya region.

Conclusion and Implications – The strategy of using social media Instagram was able to bring Skintific to be known very widely. Once consumers get to know a brand, then direct them to explore and observe product reviews from other consumers. Then consumers will judge the products they buy to create brand trust in Skintific skincare products.

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