Pengaruh Price Dan Influencer marketing Terhadap Keputusan Pembelian Produk Sunscreen Wardah Dengan Purchase intention Sebagai Variabel Mediasi Pada Mahasiswa Aktif FEB UNISMA.

Abstract

Abstract

The rapid growth of the cosmetics industry, together with growing public awareness of the need to safeguard the skin against harmful ultraviolet (UV) radiation, has intensified competition within the sunscreen market. In this environment, price and influencer marketing are widely recognized as important determinants of consumer purchasing behavior, either directly or indirectly through purchase intention. This research investigates how price and influencer marketing affect consumers' purchasing decisions, while purchase intention functions as the mediating variable, among undergraduate students enrolled in the Faculty of Economics and Business, Universitas Islam Malang. A quantitative method was adopted in this study. The data were obtained by distributing questionnaires to 100 purposely selected respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The analysis revealed that pricing significantly and positively influences both consumers' purchase intention and their purchasing decisions. Meanwhile, influencer marketing has a significant impact on purchase intention, although its direct influence on purchase decisions is insignificant. Furthermore, purchase intention contributes to purchasing decisions while acting as an intermediary linking price and influencer marketing with those decisions. These findings suggest that competitive pricing and strong purchase intention are essential drivers of purchasing decisions, whereas influencer marketing mainly encourages consumers by strengthening their intention to buy rather than directly determining their final purchase. 

Keywords: Price , Influencer Marketing, Purchasing Decisions, And Purchase Intention.