THE INFLUENCE OF INFLUENCER MARKETING, BRAND TRUST, AND PRODUCT QUALITY ON PURCHASE INTENTION OF ESQA COSMETICS AMONG FEMALE GENERATION Z IN JAKARTA
Abstrak
This study aims to analyze the effect of influencer marketing, brand trust, and product quality on purchase intention toward Esqa Cosmetics products, with the research subjects being female Generation Z consumers in DKI Jakarta. This research employs a quantitative approach with purposive sampling, involving 260 Esqa Cosmetics users as respondents. Data were collected through a survey method using a questionnaire as the research instrument. The data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach through SmartPLS 4.0 software. The results of this study indicate that influencer marketing, brand trust, and product quality have a positive and significant effect on purchase intention toward Esqa Cosmetics products in DKI Jakarta.Unduhan
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