Abstract
The aim of this research was to examine the impact of infā ¼uencer support, and saā ¼es advertising materiaā ¼ on the purchase choices. The hypothesis posited in this research is that infā ¼uencers, and advertising materiaā ¼ have a favorabā ¼e impact on customer purchase choices skincare products. The research incā ¼uded a totaā ¼ of 87 respondents who were seā ¼ected via purposive sampā ¼ing, specificaā ¼ā ¼y purposive sampā ¼ing. The data coā ¼ā ¼ecting approach invoā ¼ves the use of questionnaires and the anaā ¼ysis of data using SPSS. This anaā ¼ysis incā ¼udes doing vaā ¼idity tests, reā ¼iabiā ¼ity tests, cā ¼assicaā ¼ assumption tests, muā ¼tipā ¼e ā ¼inear regression anaā ¼ysis, and hypothesis testing using t tests, F tests, and R2. The research findings indicate that the independent variabā ¼es, nameā ¼y Infā ¼uencers, have a favorabā ¼e impact on purchase choices. Advertising materiaā ¼ has a beneficiaā ¼ infā ¼uence on buying choices. The test resuā ¼ts indicate that the adjusted R-squared vaā ¼ue for the independent variabā ¼es infā ¼uencer, and advertising content on purchasing decisions is 0.577. This suggests that 57.7% of the variation in the purchasing decision variabā ¼e can be expā ¼ained by the independent variabā ¼es infā ¼uencer, and advertising content. However, 42.3% of the outcome is affected by other factors, such as the quaā ¼ity of the goods, its ā ¼ocation, brand, and trust.
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