Pengaruh Influencer Marketing dan Kualitas Produk Terhadap Minat Beli Konsumen (Studi Kasus Pada Brand Dricha Skincare)

Advances in technology and information have given rise to digital innovations such as e-commerce and social media, which have had a major impact on the beauty industry. One popular strategy is influencer marketing, which involves utilizing public figures to influence the purchasing decisions of audiences. In addition, product quality is also an important factor that determines consumer purchasing interest. This study aims to analyze the influence of influencer marketing and product quality on consumer purchasing interest in the Dricha Skincare brand. The method used is a quantitative approach with a survey of 81 respondents selected using the Slovin formula. The data were analyzed using multiple linear regression with tests for normality, multicollinearity, and heteroscedasticity. The results show that influencer marketing does not have a significant effect on purchase interest (p = 0.772; t count 0.290 < t table 1.665). Conversely, product quality has a positive and significant effect (p = 0.000; t count 7.449 > t table 1.665; regression coefficient 0.582). Simultaneously, both variables have a significant effect on purchase intention (F count 138.148; p < 0.001) with a contribution of 77.0% (Adjusted R² =0.770). This finding confirms that product quality plays a more dominant role in driving consumer interest than simply using influencer marketing. Therefore, efforts to improve product effectiveness, safety, and competitiveness are key strategies for companies to maintain and increase consumer interest.