Social Science and Human Research Bulletin

This study aims to analyze the influence of influencer marketing and product innovation on consumer purchase decisions at the fashion MSMEs Veilish.chic, located in Tulungagung Regency. The research method employed is quantitative, based on a sample of 100 respondents collected using purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression. The results showed that influencer marketing and product innovation have a positive and significant effect on purchase decisions. Influencer marketing has the highest regression coefficient (0.738), followed by product innovation (0.699). These results suggest that the consistent and continuous implementation of influencer marketing strategies and product innovation can enhance consumer purchase decisions. The study provides practical implications for business actors to carefully select influencers who are not only popular but also capable of delivering product information effectively, as well as to continuously innovate and introduce new products to maintain consumer interest and product relevance.

Influencer marketing, product innovation, purchase decisions, digital marketing, consumer behavior, fashion MSMEs

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