The Role of Influencer Marketing and Brand Image in Purchase Decisions for Hanasui Products among University Students
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Abstract
The growth of Indonesia’s cosmetics industry has encouraged companies to implement marketing strategies that strengthen consumer purchase decisions. Influencer marketing and brand image development are widely used to build trust and attract consumer interest in products. This study aims to analyze the effects of influencer marketing and brand image on purchase decisions for Hanasui products among students of the Faculty of Economics and Business, Universitas Muhammadiyah Cirebon. A quantitative survey approach was employed involving 67 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using IBM SPSS Statistics, including validity tests, reliability tests, classical assumption tests, multiple linear regression, individual significance tests (t-tests), a joint significance test (F-test), and the coefficient of determination. The findings indicate that influencer marketing and brand image have positive and significant effects on purchase decisions, both individually and jointly. The two variables also explain a substantial proportion of the variation in consumer purchase decisions. These findings suggest that effective influencer communication supported by a strong brand image enhances consumers’ confidence in purchasing Hanasui cosmetics. The study implies that companies should select credible influencers and consistently develop their brand image to improve competitiveness and sustain consumer purchase decisions.
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Neng Rossy Novelina, Surnita Sandi Wiranata, & Tedi Kustandi. (2026). The Role of Influencer Marketing and Brand Image in Purchase Decisions for Hanasui Products among University Students. Economit Journal: Scientific Journal of Accountancy, Management and Finance, 6(4), 440-449. Retrieved from http://biarjournal.com/index.php/economit/article/view/1520
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References
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Bangun, S., Andayani, S., & Pujianto, A. (2025). Pengaruh influencer marketing dan brand image terhadap keputusan pembelian skincare Glad2Glow [The effects of influencer marketing and brand image on purchase decisions for Glad2Glow skincare], 2(4), 35–47.
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Ghozali, I. (2021). Aplikasi Analisis Multivariate dengan Program IBM SPSS [Applications of multivariate analysis using IBM SPSS] (10th ed.). Badan Penerbit Universitas Diponegoro.
Hafizh, F. Al, & Oktafani, F. (2021). Pengaruh brand image dan kualitas produk terhadap keputusan pembelian Ngikan Yuk Kota Bandung [The effects of brand image and product quality on purchase decisions at Ngikan Yuk in Bandung], 8(1), 179–190.
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Irawan, I. A., & Kamil, I. (2022). Keputusan pembelian pada marketplace Tokopedia [Purchase decisions in the Tokopedia marketplace], 2(2), 9–18.
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Kasman Pandiangan, Y. D. A. (2021). Merek dan Psikologi Konsumen [Brands and consumer psychology], 1(1), iii–vii.
Koay, K. Y., Teoh, C. W., & Soh, P. C. H. (2021). Instagram influencer marketing: Perceived social media marketing activities and online impulse buying.
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Mahardhika, W. T., Fauzi, A., Lestin, A., & Supu, A. (2023). Pengaruh keamanan dan kepercayaan terhadap keputusan pembelian online shop pada marketplace Shopee [The effects of security and trust on online purchase decisions in the Shopee marketplace], 2(1), 121–129.
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Qhalby, Z., Musa, M. I., Aslam, A. P., Natsir, U. D., & Abadi, R. R. (2026). Pengaruh social media marketing dan brand image terhadap keputusan pembelian produk Tavi pada Generasi Z di Kota Makassar [The effects of social media marketing and brand image on purchase decisions for Tavi products among Generation Z in Makassar], 4(4), 15277–15284.
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Rahmah, S. T., & Ernawati, S. (2024). Pengaruh influencer marketing dan product knowledge terhadap minat beli produk skincare MS Glow di Kota Bima [The effects of influencer marketing and product knowledge on purchase intention for MS Glow skincare in Bima], 2(4).
Rahmawaty, P., Purnama, D. E., & Yogyakarta, U. N. (2025). Brand image mediates the relationship between influencer credibility and purchase decisions among Generation Z, 22(1), 130–145.
Rizalsjah, V. S., Sulistyowati, A., & Wijayanti, M. (2025). Pengaruh influencer marketing dan brand image terhadap keputusan pembelian produk Skintific di Bekasi [The effects of influencer marketing and brand image on purchase decisions for Skintific products in Bekasi], 5, 4993–5004.
Rosita, I. S. (2017). Pengaruh kualitas produk dan harga terhadap keputusan pembelian konsumen [The effects of product quality and price on consumer purchase decisions], 1(3), 109–126.
Siti, H., Nursal, M. F., & Sumantyo, F. D. S. (2025). Pengaruh influencer dan brand image terhadap keputusan pembelian The Originote melalui minat beli [The effects of influencers and brand image on purchase decisions for The Originote through purchase intention], 2(2), 1082–1092.
Sri Hardianti Sartika, & Allicia Deana Santosa. (2023). Manajemen Pemasaran [Marketing management].
Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, dan R&D [Quantitative, qualitative, and research and development methods]. Alfabeta.
Supandi, A., Johan, R. S., et al. (2022). Pengaruh strategi pemasaran online terhadap keputusan pembelian [The effect of online marketing strategies on purchase decisions], 9(1), 15–24.
Utami, S. D., & Lestari, E. J. (2025). Exploring the influence of social media marketing, electronic word of mouth, and brand image in increasing purchase intention for NPure products on TikTok, 2, 163–175.
Wardhana, A. (2024). Perilaku Konsumen di Era Digital [Consumer behavior in the digital era].
Wery, C. V., & Kris, H. Y. (2024). Pengaruh citra merek dan desain kemasan terhadap keputusan pembelian konsumen pada produk Rifi Gamumu [The effects of brand image and packaging design on consumer purchase decisions for Rifi Gamumu products], 1452–1459.
Wulandari, E., & Sujono, I. (2024). Pengaruh brand image dan promosi [The effects of brand image and promotion], 8(2), 227–238.
Yanti, T. U., & Lu, C. (2024). Pengaruh influencer marketing, citra merek, dan promosi terhadap keputusan pembelian melalui platform TikTok (Studi pada pengguna produk Skintific di Kota Bandung) [The effects of influencer marketing, brand image, and promotion on purchase decisions through TikTok (A study of Skintific product users in Bandung)]. Jurnal Manajemen dan Organisasi Review (MANOR), 6(2). https://doi.org/10.47354/MJO
Agustiadi, R. R., Jati, L. J., Umam, M. C., Dethan, S. H., & Nirwana, B. N. (2025). Pengaruh penggunaan influencer marketing, iklan, dan brand trust terhadap keputusan pembelian [The effects of influencer marketing, advertising, and brand trust on purchase decisions], 4(3), 2357–2365.
Arifin, N. S., & K. (2025). Jurnal Administrasi Publik dan Bisnis, 8, 1710–1726. https://doi.org/10.35722/Japb
Azhari, R., & Amali, M. T. (2025). Pengaruh beauty influencer dan Instagram marketing terhadap brand awareness Mother of Pearl [The effects of beauty influencers and Instagram marketing on Mother of Pearl brand awareness], 8(2), 450–464.
Bangun, S., Andayani, S., & Pujianto, A. (2025). Pengaruh influencer marketing dan brand image terhadap keputusan pembelian skincare Glad2Glow [The effects of influencer marketing and brand image on purchase decisions for Glad2Glow skincare], 2(4), 35–47.
Dewi, I. G. A. J. S., & Telagawathi, N. L. W. S. (2025). Pengaruh citra merek dan kualitas produk terhadap keputusan pembelian produk skincare merek Hanasui pada mahasiswa Fakultas Ekonomi Undiksha Singaraja [The effects of brand image and product quality on purchase decisions for Hanasui skincare among students of the Faculty of Economics, Undiksha, Singaraja], 7(2), 483–493.
Dinda Noer Pratiwi, & A. N. A. (2023). Pengaruh celebrity endorser, brand image, dan electronic word of mouth terhadap keputusan pembelian produk Somethinc Series Serum [The effects of celebrity endorsers, brand image, and electronic word of mouth on purchase decisions for Somethinc Series Serum products], 5(1), 132–140. https://doi.org/10.47065/Ekuitas.V5i1.3885
Fitriani, R., Ikah, & Amin, M. R. F. (2023). Analisis pengaruh iklan di media sosial TikTok terhadap keputusan pembelian [An analysis of the effect of TikTok social media advertising on purchase decisions], 9(1), 240–247.
Ghozali, I. (2021). Aplikasi Analisis Multivariate dengan Program IBM SPSS [Applications of multivariate analysis using IBM SPSS] (10th ed.). Badan Penerbit Universitas Diponegoro.
Hafizh, F. Al, & Oktafani, F. (2021). Pengaruh brand image dan kualitas produk terhadap keputusan pembelian Ngikan Yuk Kota Bandung [The effects of brand image and product quality on purchase decisions at Ngikan Yuk in Bandung], 8(1), 179–190.
Halizah, D. N., & Asj, F. (2021). The impact of influencer marketing and lifestyle on the purchase intention of Madame Gie products among management students. International Conferences on Economics and Business, 1–11.
Irawan, I. A., & Kamil, I. (2022). Keputusan pembelian pada marketplace Tokopedia [Purchase decisions in the Tokopedia marketplace], 2(2), 9–18.
Izzulhaq, A. R. (2025). Citra merek sebagai variabel mediasi pada pengaruh celebrity endorser dan electronic word of mouth terhadap keputusan pembelian produk serum Hanasui [Brand image as a mediating variable in the effects of celebrity endorsers and electronic word of mouth on purchase decisions for Hanasui serum], 6, 100–110.
Jesica, C., Liem, E., & Firdausy, C. M. (2024). Attractiveness dan trustworthiness sebagai determinan keputusan pembelian [Attractiveness and trustworthiness as determinants of purchase decisions], 6(4), 883–890.
Kasman Pandiangan, Y. D. A. (2021). Merek dan Psikologi Konsumen [Brands and consumer psychology], 1(1), iii–vii.
Koay, K. Y., Teoh, C. W., & Soh, P. C. H. (2021). Instagram influencer marketing: Perceived social media marketing activities and online impulse buying.
Kurniawan, F. (2017). Pengaruh citra merek terhadap keputusan pembelian [The effect of brand image on purchase decisions].
Mahardhika, W. T., Fauzi, A., Lestin, A., & Supu, A. (2023). Pengaruh keamanan dan kepercayaan terhadap keputusan pembelian online shop pada marketplace Shopee [The effects of security and trust on online purchase decisions in the Shopee marketplace], 2(1), 121–129.
Mahendra, A. R., & Sriminarti, N. (2025). Pengaruh pengetahuan produk dan citra merek terhadap keputusan pembelian skincare [The effects of product knowledge and brand image on skincare purchase decisions], 6(1), 168–178. https://doi.org/10.47065/Jbe.V6i1.6908
Majid, A., & Faizah, E. N. (2023). Pengaruh influencer marketing dan content marketing terhadap keputusan pembelian sarung BHS melalui aplikasi TikTok [The effects of influencer marketing and content marketing on purchase decisions for BHS sarongs through TikTok], 40(2), 84–95.
Martini, L. K. B., Suardhika, I. N., & Dewi, L. K. C. (2022). Influence consumer purchase decisions, 20(1).
Qhalby, Z., Musa, M. I., Aslam, A. P., Natsir, U. D., & Abadi, R. R. (2026). Pengaruh social media marketing dan brand image terhadap keputusan pembelian produk Tavi pada Generasi Z di Kota Makassar [The effects of social media marketing and brand image on purchase decisions for Tavi products among Generation Z in Makassar], 4(4), 15277–15284.
Raden Arif Septikko Wibowo Putro, & S. A. M. (2026). Pengaruh kualitas pelayanan dan electronic word of mouth terhadap keputusan pembelian e-commerce Bukalapak bagi Generasi Z [The effects of service quality and electronic word of mouth on Bukalapak e-commerce purchase decisions among Generation Z]. Jurnal Ilmiah M-Progress, 16(1), 198–210.
Rahmah, S. T., & Ernawati, S. (2024). Pengaruh influencer marketing dan product knowledge terhadap minat beli produk skincare MS Glow di Kota Bima [The effects of influencer marketing and product knowledge on purchase intention for MS Glow skincare in Bima], 2(4).
Rahmawaty, P., Purnama, D. E., & Yogyakarta, U. N. (2025). Brand image mediates the relationship between influencer credibility and purchase decisions among Generation Z, 22(1), 130–145.
Rizalsjah, V. S., Sulistyowati, A., & Wijayanti, M. (2025). Pengaruh influencer marketing dan brand image terhadap keputusan pembelian produk Skintific di Bekasi [The effects of influencer marketing and brand image on purchase decisions for Skintific products in Bekasi], 5, 4993–5004.
Rosita, I. S. (2017). Pengaruh kualitas produk dan harga terhadap keputusan pembelian konsumen [The effects of product quality and price on consumer purchase decisions], 1(3), 109–126.
Siti, H., Nursal, M. F., & Sumantyo, F. D. S. (2025). Pengaruh influencer dan brand image terhadap keputusan pembelian The Originote melalui minat beli [The effects of influencers and brand image on purchase decisions for The Originote through purchase intention], 2(2), 1082–1092.
Sri Hardianti Sartika, & Allicia Deana Santosa. (2023). Manajemen Pemasaran [Marketing management].
Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, dan R&D [Quantitative, qualitative, and research and development methods]. Alfabeta.
Supandi, A., Johan, R. S., et al. (2022). Pengaruh strategi pemasaran online terhadap keputusan pembelian [The effect of online marketing strategies on purchase decisions], 9(1), 15–24.
Utami, S. D., & Lestari, E. J. (2025). Exploring the influence of social media marketing, electronic word of mouth, and brand image in increasing purchase intention for NPure products on TikTok, 2, 163–175.
Wardhana, A. (2024). Perilaku Konsumen di Era Digital [Consumer behavior in the digital era].
Wery, C. V., & Kris, H. Y. (2024). Pengaruh citra merek dan desain kemasan terhadap keputusan pembelian konsumen pada produk Rifi Gamumu [The effects of brand image and packaging design on consumer purchase decisions for Rifi Gamumu products], 1452–1459.
Wulandari, E., & Sujono, I. (2024). Pengaruh brand image dan promosi [The effects of brand image and promotion], 8(2), 227–238.
Yanti, T. U., & Lu, C. (2024). Pengaruh influencer marketing, citra merek, dan promosi terhadap keputusan pembelian melalui platform TikTok (Studi pada pengguna produk Skintific di Kota Bandung) [The effects of influencer marketing, brand image, and promotion on purchase decisions through TikTok (A study of Skintific product users in Bandung)]. Jurnal Manajemen dan Organisasi Review (MANOR), 6(2). https://doi.org/10.47354/MJO