The Influence of Influencer Marketing, Customer Reviews, and Customer Ratings on Buying Interest in the Perspective of Human Resources (Study on Garnier Skincare Consumers in Dau District, Malang Regency)

Abstract

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This study aims to examine the influence of beauty influencers, customer reviews, and customer ratings on purchase intention toward Garnier skincare products. The research employs a quantitative approach using a survey method. Data were collected from 100 consumers of Garnier skincare products in Dau District, Malang Regency, selected through purposive sampling. The instrument used was a structured questionnaire measured with a five-point Likert scale. Data analysis was conducted using multiple linear regression supported by classical assumption tests. The results indicate that beauty influencers, customer reviews, and customer ratings simultaneously have a positive and significant effect on purchase intention. Partially, customer reviews and customer ratings have a positive and significant influence on purchase intention, while beauty influencers do not show a significant effect. Among the independent variables, customer ratings exhibit the strongest influence on purchase intention. These findings suggest that consumer-generated information plays a more crucial role than influencer endorsement in shaping purchase intention for skincare products