The Influence of Influencers, Brand Image, and Lifestyle on Purchasing Decision Facetology Sunscreen

Authors

  • Dea Rizkinaya Management Study Program, Faculty of Economics, Business and Humanities, Universitas Trilogi, Jakarta, Indonesia
  • Asep Imam Sujoni Sungkawa Management Study Program, Faculty of Economics, Business and Humanities, Universitas Trilogi, Jakarta, Indonesia
  • Yocki Pramudya Ananda Management Study Program, Faculty of Economics, Business and Humanities, Universitas Trilogi, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/gmbr.v2i2.752

Keywords:

Influencer, Brand Image, Lifestyle, Purchase Decisison, SEM-PLS

Abstract

This study aims to analyze the influence of influencers, brand image, and lifestyle on Facetology Sunscreen purchasing decisions, as well as the influence of influencers on brand image. The background is based on the phenomenon of increasing Facetology rankings in the Indonesian e-commerce market which is not followed by an increase in sales percentage, so an in-depth study is needed regarding the factors that influence consumer purchasing decisions. The study uses a quantitative approach with the Partial Least Squares-based Structural Equation Modeling (SEM-PLS) method through SmartPLS 4.0 software. Data were collected through questionnaires to 150 respondents who are Facetology Sunscreen users domiciled in DKI Jakarta aged 15–35 years, selected using a purposive sampling technique. The results of the study show that: (1) influencers have a positive and significant effect on purchasing decisions (2) brand image has a positive and significant effect on purchasing decisions (3) lifestyle has a positive and significant effect on purchasing decisions (4) influencers have a positive and significant effect on brand image.

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Published

2026-09-27

How to Cite

Rizkinaya, D., Sungkawa, A. I. S., & Ananda, Y. P. (2026). The Influence of Influencers, Brand Image, and Lifestyle on Purchasing Decision Facetology Sunscreen. Greenation Management and Business Review, 2(2), 319–329. https://doi.org/10.38035/gmbr.v2i2.752

Issue

Vol. 2 No. 2 (2026): Greenation Management and Business Review (April - September 2026)

Section

Articles

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Copyright (c) 2026 Dea Rizkinaya, Asep Imam Sujoni Sungkawa, Yocki Pramudya Ananda

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