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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.

This study aims to analyze the effect of electronic word of mouth (e-WOM), perceived quality, and brand image on purchase intention of Somethinc products. The approach used is quantitative method, with a population consisting of students of the Faculty of Economics and Business, Trunojoyo University Madura who have seen reviews about Somethinc products and have interest or experience in using them. A total of 100 respondents were involved in this study, which was determined through purposive sampling technique. Data analysis was conducted using multiple linear regression. The findings show that e-WOM and perceived quality have a positive and significant effect on purchase intention, while brand image does not show a significant effect on consumer purchase intention.