JURNAL The Effect of Beauty Influencer, Social Media Marketing, and Brand Image on Purchase Decisions for Korea Skincare Products

This study aims to analyze the influence of beauty influencers, social media marketing, brand image on purchasing decisions of Korean skincare products. The analytical method used in this research is quantitative analysis by conducting a survey on 118 respondents, namely Narotama University students who have purchased Korean skincare and tested with the help of an analytical tool, namely the SPSS program. The results of this study indicate that beauty influencers, social media marketing, and brand image have a simultaneous positive effect on Korean skincare purchasing decisions. Partially it only has a significant effect on social media marketing and brand image variables and for the beauty influencer variable it does not have a partially significant effect on purchasing decisions.


Introduction
In the current digital era, the changes that have occurred in human life are growing rapidly. Where there is almost no separation between human needs and existing technology. This is supported by looking at the current era where people do more online activities which are easier to access any information and whenever needed. This also has an impact on the business situation in Indonesia, which has undergone significant changes. In fact, in the midst of the pressure from the Covid-19 pandemic, this manufacturing group was able to make a significant contribution to GDP of 1.92% with its export value reaching USD 1.4 billion. With this percentage, Indonesia is a potential market for cosmetic industry entrepreneurs both nationally and internationally.
To get healthy and glowing facial skin, of course, you have to go through regular maintenance using a formula that is good, safe, and not harmful to the body. Using natural ingredients is one of the most popular skincare trends. Social media is one of the important aspects of digital marketing that companies must consider for marketing today. Social media is a term used to describe a type of media that is based on conversions and interactions between people online. Social media marketing has become a very important subject to analyze. Internet users who visit Youtube are not just for video entertainment, but also to get information and as a medium of learning. Vlogs or video blogs, is a trending term among Youtube viewers, which contains various kinds of videos about daily activities, traveling, culinary, beauty, automotive, to life hacks. Through social media, it is easier for women to get information about K-beauty, be it corporate social media, or personal social media belonging to beauty influencers.
Another factor that can influence purchasing decisions is brand image. Brand for a company is very important because it involves a company's reputation. According to Kotler & Keller brand image is describing the extrinsic nature of a product or service, including the way in which the brand seeks to meet the psychological or social needs of customers. Students are one of the main segments in marketing facial skin care beauty products in order to appear more beautiful, clean, and well-groomed.
Based on the background of the problem above, the formulation of the problem in this study is as follows:

Social Media Marketing
Social media marketing is a form of digital marketing that uses social media and networking websites to promote an organization's products or services through paid and organic means. Social media marketing involves activities like building a presence on social networks, spreading brand awareness, engaging prospects and customers through content, driving traffic to websites, and so on. According to Gunelius et al., (2011) social media marketing is a form of direct or indirect marketing that is used to build awareness, recognition, memory, and action for brands, businesses, products, people, or other entities and is carried out using tools from the web. such as blogging, microblogging, social networking, social bookmarking, and content sharing.

Brand Image
According to Sangadji et al. (2013) defining a brand as a symbol and indicator of the quality of a product, this opinion is similarly expressed by Aaker (1997) which states that "a brand is a distinguishing name and/or symbol (such as a logo, stamp, or packaging) with the intent of identifying the goods or services of a particular seller or seller in a manner capable of distinguishing them from those of competitors." Supriyadi et al. (2016) interpret brand image as an image of a product in the minds of consumers in bulk. Everyone will have the same image of a brand. According Kotler et al. (2009) brand image is the perception and belief of consumers as a reflection of the associations that arise in the minds of consumers when remembering a brand. So it can be explained that brand image is the impression that is felt or experienced by consumers about a brand that is in memory. According to Sangadji et al. (2013) "brand image is a unique set of associations that marketers want to create or maintain.

Buying Decision
According to Putri, (2017) the purchase decision is a process in a real purchase, whether to buy or not. Purchasing decisions are choosing between two or more alternative purchase options, meaning that a person can make a decision if several alternative choices are available. The decision to buy can also lead to how the decisionmaking process is carried out. There are various factors that influence the consumer's process in making a purchase of a product or service, usually consumers always consider the quality, price and products that are already known to the public.

Types of Research
This type of research is using quantitative research. According to Sugiyono, (2015) a quantitative approach is research based on the philosophy of potivism to examine a particular population or sample and take random samples by collecting data using statistical data analysis instruments.

Research Object
In this study, the research object was Narotama University students and several Korean skincare brands that were the object of this research: Laneige, Nature Republic, Some By Mi, COSRX, and Etude House.

Population and Sample
The population in this study were Narotama University students. The sampling technique in this research is purposive sampling, namely the sampling technique with certain considerations. The sample determination in this study was Narotama students who had purchased Korean skincare products.Determination of the number of representative samples according to Hair (2014) is the number of statements multiplied by 5, so the sample in this study is Sample = Number of statements x 5 = 19 x 5 = 95 The calculation shows that the sample made at least 95 respondents.

Types, Sources and Techniques of Data Collection
The type of data used in this study is quantitative data, in the form of questionnaires distributed to Narotama University students who have purchased Korean skincare products. In this study, researchers used primary data, primary data is a data source that directly provides data to data collectors. The primary data source in this study was obtained based on questionnaire answers from all respondents, namely Narotama University students who had bought Korean skincare products. The data collection technique used in this study was using a questionnaire or questionnaire.

Operational Definitions and Variable Indicators 3.5.1. Beauty Influencers
Beauty influencer is a profession carried out by someone who is specifically in the world of beauty and is much liked by women on social media. In addition, Tuten, (2008) Beauty influencers themselves are someone who is considered a source of information, this is because they have extensive knowledge and a strong communication network, so that they are able to influence other people's purchasing decisions for something either directly or indirectly.
The beauty influencer indicators in this study are as follows: a. Trustworthiness b. Expertise c. Attractiveness

Social Media Marketing
Social media marketing is a form of digital marketing that uses social media and networking websites to promote an organization's products or services through paid and organic means. Social media marketing involves activities such as building a presence on social networks, spreading brand awareness, engaging prospects and customers through content, driving traffic to websites, and so on. The indicators of social media marketing in this study are as follows: a. Online Communities b. Interaction c. Sharing of Content d. Accessibility

Brand Image
Rangkuti, (2008) Brand Image or brand image is a set of brand associations that are formed and attached to the minds of consumers. The rating indicators in this study are as follows: a. Corporate Image b. Product Image c. User Image

Buying Decision
According to Swastha and Handoko Putri, (2017) the purchase decision is a process in a real purchase, whether to buy or not. Purchasing decisions are choosing between two or more alternative purchase options, meaning that a person can make a decision if several alternative choices are available. The decision to buy can also lead to how the decision-making process is carried out. Indicators of purchasing decisions in this study are as follows: a. Stability on a product b. Habits in buying and using products c. Give recommendations to others d. Product evaluation e. Make a repeat purchase 3.6. Data Analysis Technique 3.6.

Validity and Reliability Test
Validity is a level that measures the characteristics that exist in the phenomenon in research. According to Lerbin R. & Risman, (2007) the validity of an instrument is related to the instrument's ability to measure or reveal the characteristics of the variables that are intended to be measured. An instrument is said to be valid if it is able to reveal data from the variables studied appropriately. Meanwhile, it is said to be invalid if it is not able to reveal data from the variables studied appropriately.
According to Sumadi, (2018) reliability shows the extent to which the measurement results with this tool can be trusted. The measurement results must be reliable in the sense that they must have a level of consistency and stability. Reliability testing can be calculated using the Cronbach Alpha formula. To measure the reliability of the variables seen from the value of Crombach's alpha each indicator using SPSS.

Classic Assumption Test
Classical Assumption Test is an analysis conducted to assess whether in an Ordinary Least Square (OLS) linear regression model there are classical assumption problems.There are three types of classical assumption tests

Multiple Linear Regression Analysis
Multiple linear analysis is an analytical tool used to obtain an equation that shows how much influence the independent variable has on the dependent variable. The equation formula is: Y = + 1 X1 + 2 X2 + 3 X3 + e

Hypothesis Testing
Hypothesis testing is a test of a statement using statistical methods so that the test results can be declared statistically significant.There are two types of hypothesis testing, namely partial test (T) and simultaneous test (F).     Based on the tableabove, it can be seen that Cronbach's Alpha value is 0.851. The variable research instrument was declared reliable and worthy of being used as a variable in the measurement of this study.

Normality Test
The normality test used in this study is the Kolmogorov Smirnov Normality Test, provided that the data is normally distributed if the significance value is > 0.05 and the data is not normally distributed, if the significance value is < 0.05. https://ejournal.worldconference.id/index.php/eko eISSN: 2685-3264 .484 a. Test distribution is Normal. b. Calculated from data. (Source: SPSS data processed by the author, 2022) From the table of normality test results above, it can be seen that the significance value of the residual variable is 0,484 this means 0.484 > 0.05. Thus, the data is declared to be normally distributed.

Multicollinearity Test
Multicollinearity test was carried out with the aim of testing whether there was a correlation between independent variables in the regression model. If the tolerance value shows the variable has a tolerance value greater than 0.10 and the VIF value is less than 10, it can be concluded that the regression model does not occur multicollinearity. From the table of multicollinearity test results above, it can be seen that the tolerance value of all independent variables in this study is greater than 0.10 and the VIF value of all independent variables in this study is less than 10. So it can be concludedthat there is no symptom of multicollinearity between independent variables in the regression model in this study.

Heteroscedasticity Test
The basis for decision making on the Heteroscedasticity test is the Scatterplots method. According to Ghozali, (2011) there is no heteroscedasticity, if there is no clear pattern (wavy, widened, then narrowed) in the scatterplots image, and the points spread above and below the number 0 on the Y axis.
(Source: SPSS data processed by the author, 2022) Figure 2 Heteroscedasticity Test Results From the table of heteroscedasticity test results above, it can be seen that the significance value of each variable exceeds 0.05. it can be concluded that there is no symptom of heteroscedasticity in the regression model in this study.

JURNAL EKONOMI
The interpretation of the correlation coefficient (R) shown in the table above means that there is a significant relationship between the independent variable and the dependent variable. Because the value of R is 0.539 which proves that the relationship between the independent and dependent variables is strong. coefficient of determination R2 according to the table above is 0.272, meaning that the linear relationship in this case the model is able to explain the Purchase Decision (Y) of 272%. And the remaining 27.8% is caused by other factors not discussed in this study.

Simultaneous Test F
The F test is a statistical test intended to determine whether the independent variables simultaneously affect the dependent variable. This test is done by comparing the value of Fcount with Ftable. If Fcount > Ftable as a 95% confidence level = 0.05). Based on the data in the tableabove, in the Sig. it is known that the value of sig. 0.000 <0.05, then the independent variables Beauty Influencer (X1), Social Media Marketing (X2), and Brand Image (X3) simultaneously affect the dependent variable, namely Purchase Decision (Y1).

T . Partial Test
T test is done by comparing the significance value. Where if the significance value <0.05 means that each independent variable partially has a significant effect on the dependent variable.