THE INFLUENCE OF INFLUENCER CREDIBILITY AND BRAND TRUST ON PURCHASING DECISIONS FOR SKINCARE PRODUCTS IN LAMONGAN (Case Study On The Originote Product)
Keywords:
Influencer credibility, brand trust, purchasing decision, skincare product, overclaimAbstract
This study aims to analyze the influence of influencer credibility and brand trust on purchasing decisions for skincare products in Lamongan, particularly in the context of overclaiming products. The issue of overclaiming skincare products has gained attention in Indonesia after a content creator known as "dokter detektif" conducted lab tests on several viral skincare products and found that some of them were overclaiming. This study uses [research method] to collect data and analyze the influence of influencer credibility and brand trust on purchasing decisions for skincare products. The results of this study are expected to provide insights into the factors that influence purchasing decisions for skincare products and their implications for the skincare industry in Indonesia.
