Pengaruh Green Brand Image, Influencer Marketing, Dan Online Reviews Terhadap Purchase Intention Produk Skincare NPURE Pada Generasi Muda

Abstract

Abstract

This study aims to examine the influence of green brand  image, influencer marketing, and online reviews on young consumer’s purchase intention toward NPure skincare products. The study adopts a quantitative approach using a questionnaire distributed through google forms. The population consists of all young people residing in Malang City who are aware of, use, or have previously purchased NPure skincare products. The sample comprises 95 respondents, determined using Hair’s formula, and selected through purposive sampling. The data were examined through multiple linear regression analysis using SPSS software as the analytical tool. The results reveal that green brand  image, influencer marketing, and online reviews significantly influence purchase intention, both simultaneously and partially. These findings suggest that consumer’s perceptions of brand ’s environmental commitmen, the role of influencers in marketing communication, and the presence of online reviews are important factors in shaping young consumer's purchase intention toward NPure skincare products. This study is expected to provide a contribution to the advancement of marketing research, especially in the fields of digital marketing and green marketing.

Keywords: Green Brand  Image, Influencer Marketing, Online Reviews, Purchase Intention.