THE INFLUENCE OF BEAUTY INFLUENCER MARKETING AND POSITIVE ELECTRONIC WORD OF MOUTH (E-WOM) ON KOREAN SKINCARE BRAND PURCHASE DECISIONS MEDIATED BY BRAND TRUST

This study aims to analyze the influence of Beauty Influencer Marketing and Positive Electronic Word of Mouth (E-WOM) on purchasing decisions for Korean skincare brand products, both directly and indirectly through Brand Trust as a mediating variable. The research method uses a quantitative approac...

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Autors principals:	Adinda Septi Utami, Baiq Handayani Rinuastuti, Lalu Edy Herman Mulyono
Format:	Artigo
Idioma:	Inglês
Publicat:	Yayasan Pendidikan Islam Bustanul Ulum Mojokerto, Jawa Timur 2026-06-01
Col·lecció:	Danadyaksa
Matèries:	Beauty Influencer Marketing, Positive E-WOM, Brand Trust, Purchase Decision, Korean Skincare
Accés en línia:	https://e-journal.bustanul-ulum.id/index.php/danadyaksa/article/view/251
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