Pengaruh Influencer Marketing dan Brand Image terhadap Keputusan Pembelian Produk Scarlett Whitening

Abstract

The rapid growth of digital media has fundamentally altered the way consumers discover and assess brands, elevating influencer marketing and brand image into two of the most consequential drivers of purchase behaviour in the digital era. This study examined the independent and joint effects of these two predictors on Scarlett Whitening purchase decisions among female undergraduates in the Economics Education Programme at IKIP PGRI Bojonegoro. A causal-associative quantitative design was adopted, with data collected from 66 purposively screened respondents via a structured Likert-scale instrument validated through Aiken's V (V = 0.917) and Cronbach's Alpha (α = 0.923). Multiple linear regression, preceded by classical assumption diagnostics, yielded three key results: (1) influencer marketing exerts a positive, significant partial effect on purchase decisions (β = 0.587; t = 3.477; p = .001); (2) brand image likewise produces a positive, significant partial effect (β = 0.604; t = 3.313; p = .002); and (3) the two predictors together account for 43.1% of purchase-decision variance (F = 23.839; p = .000; R² = 0.431). These results confirm that orchestrating influencer partnerships alongside sustained brand image investment represents a markedly more effective approach than relying on either lever in isolation.