Ela Widiantari Aritonang, Jeni Sukmal, M. Rusdi

Pengaruh Influencer Marketing dan Brand Image terhadap Minat Beli Produk Camille Beauty pada Mahasiswa Fakultas Ekonomi Universitas Al Washliyah Labuhan Batu

Introduction

Pengaruh influencer marketing dan brand image terhadap minat beli produk camille beauty pada mahasiswa fakultas ekonomi universitas al washliyah labuhan batu. Pelajari pengaruh influencer marketing dan brand image terhadap minat beli produk Camille Beauty pada mahasiswa Ekonomi Universitas Al Washliyah. Penelitian kuantitatif.

Abstract

This research aims to analyze the influence of influencer marketing and brand image on the purchase intention of Camille Beauty products among students of the Faculty of Economics at Universitas Al Washliyah Labuhanbatu. Employing a quantitative approach with a survey method, data from 50 student respondents were analyzed using multiple linear regression. The research findings indicate that both influencer marketing and brand image have a positive and significant partial effect on the purchase intention of Camille Beauty products.

Review

This research paper provides a focused examination of critical factors influencing consumer purchase intention within the beauty product market. Specifically, it investigates the impact of influencer marketing and brand image on the intent to buy Camille Beauty products among Economics Faculty students at Universitas Al Washliyah Labuhanbatu. The study's clear objective and quantitative approach, utilizing multiple linear regression on data from 50 respondents, effectively address the proposed hypotheses. The abstract concisely reports significant findings, indicating that both influencer marketing and brand image individually contribute positively and significantly to students' purchase intention. A notable strength of this study is its contemporary relevance, addressing two pivotal elements of modern marketing strategy, particularly for brands targeting younger demographics. The chosen quantitative methodology is suitable for establishing relationships between the variables. However, a primary methodological consideration pertains to the sample size of 50 respondents. While potentially sufficient for exploratory insights, this size could limit the generalizability of the findings to a broader population and may affect the statistical power and robustness of the regression analysis. Further, the highly specific demographic and brand focus, while providing tailored insights, naturally restricts the external validity of the conclusions. The findings offer pertinent practical implications for Camille Beauty and similar brands, strongly advocating for continued investment in well-conceived influencer marketing campaigns and consistent efforts to foster a positive brand image. These strategies appear crucial for stimulating purchase intent among target consumer segments. For future research, it would be beneficial to expand the sample size to enhance the generalizability of the results, potentially incorporating a more diverse range of universities or geographic locations. Exploring additional mediating or moderating variables, or employing a mixed-methods approach to gain deeper qualitative insights into the 'why' behind these relationships, could further enrich this valuable foundational work.

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