The Impact of Influencer Marketing and Electronic Word of Mouth on Purchase Intention: Evidence from Skintific Consumers in BINUS University Bekasi

The growth of social media has influenced consumer purchasing behavior, especially in the skincare industry, where influencer marketing and electronic word of mouth (e-WOM) serve as key information sources. This study examines the effects of Influencer Marketing and e-WOM on Purchase Intention toward Skintific products among BINUS University Bekasi students. Using a quantitative approach, data were collected from 330 respondents and analyzed with PLS-SEM using SmartPLS 4. The results show that both Influencer Marketing and e-WOM do not have significant effects on Purchase Intention. These findings indicate that other factors may play a more important role in influencing consumer decisions. This study contributes to digital marketing research by integrating SCT and IAM in a single framework.