Pengaruh Influencer Marketing, Live Streaming, Kepercayaan Konsumen terhadap Keputusan Pembelian Produk Sunscreen Facetology di Kota Bekasi

Vitaloca, Indri Efriani (2026) Pengaruh Influencer Marketing, Live Streaming, Kepercayaan Konsumen terhadap Keputusan Pembelian Produk Sunscreen Facetology di Kota Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to analyze the influence of Influencer Marketing, Live Streaming, and Consumer Trust on Purchasing Decisions for Facetology sunscreen products in Bekasi City. Using a quantitative approach, data were obtained through questionnaires distributed to 100 respondents. The results of the analysis show that all independent variables have a positive and significant influence on purchasing decisions. Specifically, the coefficient for Influencer Marketing is 0.366, Live Streaming is 0.149, and Consumer Trust is 0.504. The simultaneous test (F test) confirmed that all three variables have a significant influence together, with a coefficient of determination (R²) value of 0.866, indicating that 86.6% of the variation in purchasing decisions can be explained by these three variables. These findings provide insights for companies to improve marketing strategies through influencer marketing and live streaming, as well as strengthen consumer trust in the product.

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