The Influence of Storytelling Marketing, Content Quality, and Influencer Credibility on Purchase Decision[EJ1.1] Through Purchase Intention as an Intervening Variable on Time Phoria Products by a [o2.1]Dosen Kecantikan

Abstract

This research is motivated by the increasingly important role of influencers in marketing cosmetic products through social media, particularly for relatively new brands such as Time Phoria. This study aims to analyze the influence of storytelling marketing, content quality, and influencer credibility on purchase intention and purchase decisions, as well as the role of purchase intention as an intervening variable. A quantitative approach with a descriptive method was employed. The study population consisted of Dosen Kecantikan's followers who had purchased Time Phoria, with a sample of 153 respondents selected through purposive sampling based on an a priori power analysis using G*Power. Data were collected using a five-point Likert-scale questionnaire and analyzed with PLS-SEM in SmartPLS 4. The results indicate that all three independent variables have a positive and significant effect on both purchase intention and purchase decisions. However, purchase intention does not significantly affect purchase decisions are more directly influenced by storytelling marketing, content quality, and influencer credibility.