The Effect of Influencer Marketing, Green Marketing, and Brand Image on Consumer Buying Interest in Skintific Beauty Products (A Case Study of Female Students in Bima City)

Abstract

This study aims to analyze the influence of influencer marketing, green marketing, and brand image on consumer purchasing interest of Skintific beauty products among female students in Bima City. The method used is associative quantitative research with a sample of 96 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression. The results showed that influencer marketing had a negative and significant effect on purchasing interest (t = -2.435; p < 0.05). Green marketing had a positive and significant effect on purchasing interest (t = 2.991; p < 0.05). Brand image had the most dominant positive and significant effect on purchasing interest (t = 4.861; p < 0.05). Simultaneously, the three variables had a significant effect on purchasing interest with an F-value of 17.257 and a coefficient of determination of 36%.