Pengaruh Influencer Marketing dan Word Of Mouth terhadap Minat Beli Skincare Glad2Glow: Studi Kasus pada Mahasiswa Universitas Trunojoyo Madura

Hilya Sania Rosada ; Mochammad Isa Anshori
Jurnal Bisnis, Ekonomi Syariah, dan Pajak 📅 2025 Vol 2, No 2 🔗 DOI: 10.61132/jbep.v2i2.1198
Abstract
This study aims to determine the effect of influencer marketing and word-of-mouth on the interest of Trunojoyo Madura University students to buy Glad2Glow skin care products. Influencer marketing and word-of-mouth are seen as important factors in influencing consumer decisions when making purchases, especially in the beauty industry where recommendations and promotions play a big role. Using a questionnaire method, 22 students of Trunojoyo University Madura participated in this quantitative research. Data were analyzed using multiple linear regression techniques to determine the relationship between influencer marketing and word-of-mouth with purchase intention. The results showed that consumer intention to purchase Glad2Glow products is strongly and positively influenced by word-of- mouth and influencer marketing. These results provide insights to marketers on how to utilize customer recommendations and influencers to increase sales of skincare products in relevant target markets.
Keywords
influencer marketing; word of mouth; purces etention
How to Cite

Hilya Sania Rosada & Mochammad Isa Anshori (2025). Pengaruh Influencer Marketing dan Word Of Mouth terhadap Minat Beli Skincare Glad2Glow: Studi Kasus pada Mahasiswa Universitas Trunojoyo Madura. Jurnal Bisnis, Ekonomi Syariah, dan Pajak, 2(2). https://doi.org/10.61132/jbep.v2i2.1198

Hilya Sania Rosada; Mochammad Isa Anshori, "Pengaruh Influencer Marketing dan Word Of Mouth terhadap Minat Beli Skincare Glad2Glow: Studi Kasus pada Mahasiswa Universitas Trunojoyo Madura," Jurnal Bisnis, Ekonomi Syariah, dan Pajak, vol. 2, no. 2, 2025.

Hilya Sania Rosada; Mochammad Isa Anshori. "Pengaruh Influencer Marketing dan Word Of Mouth terhadap Minat Beli Skincare Glad2Glow: Studi Kasus pada Mahasiswa Universitas Trunojoyo Madura." Jurnal Bisnis, Ekonomi Syariah, dan Pajak, vol. 2, no. 2, 2025.

Hilya Sania Rosada; Mochammad Isa Anshori. "Pengaruh Influencer Marketing dan Word Of Mouth terhadap Minat Beli Skincare Glad2Glow: Studi Kasus pada Mahasiswa Universitas Trunojoyo Madura." Jurnal Bisnis, Ekonomi Syariah, dan Pajak 2, no. 2 (2025).

Hilya Sania Rosada & Mochammad Isa Anshori (2025) 'Pengaruh Influencer Marketing dan Word Of Mouth terhadap Minat Beli Skincare Glad2Glow: Studi Kasus pada Mahasiswa Universitas Trunojoyo Madura', Jurnal Bisnis, Ekonomi Syariah, dan Pajak, 2(2). doi: 10.61132/jbep.v2i2.1198.

Hilya Sania Rosada; Mochammad Isa Anshori. Pengaruh Influencer Marketing dan Word Of Mouth terhadap Minat Beli Skincare Glad2Glow: Studi Kasus pada Mahasiswa Universitas Trunojoyo Madura. Jurnal Bisnis, Ekonomi Syariah, dan Pajak. 2025;2(2).

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