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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.

Creative behavior has an important role in the world of management and innovation, especially in the era of globalization and increasingly fierce business competition. This research aims to explore the world of creative behavior, focusing on aspects of innovation, imagination, and its influence in everyday life. In addition to having a significant impact in the realm of business and management, creative behavior also has a great influence in everyday life, covering various aspects such as art, education, health, and social relations. The importance of creative behavior in the context of management is emphasized, where innovation and imagination are vital triggers of creativity. Furthermore, this study aims to identify the factors that influence an individual's level of creativity, with the hope of making a tangible contribution to the development of innovative management strategies. Through a deeper understanding of these factors, leaders and management practitioners can develop a holistic approach to encourage creativity in the work environment. By integrating the results of this study into management practice, it is hoped that a work environment that facilitates creativity, innovation and sustainable growth can be created