Analisis Faktor Yang Mempengaruhi Pengambilan Keputusan Pembelian Produk Scarlett Whitening Melalui Peran Influencer Marketing

Abstract

This research analyzes the decision-making process regarding the purchase of Scarlett
Whitening skincare products through the role of influencer marketing. The research
utilized the Systematic Literature Review approach for its investigation. After conducting
the systematic literature review, the researchers discovered a total of 78 articles through
a search conducted on Google Scholar. Subsequently, these articles were narrowed
down to a final selection of 23 for descriptive analysis. The findings indicate that the
factors influencing the success of influencer marketing in influencing the purchase
decision of Scarlett Whitening products are trustworthiness, expertise, attractiveness,
similarity, liking, and respect. The results of this study are expected to be considered by
Scarlett Whitening company in selecting influencers who align with these factors to
encourage consumers to decide to purchase the product.