Social Science and Human Research Bulletin

This study aims to analyze the influence of influencer credibility and electronic word of mouth on purchase intention of grace and glow product among students in malang city. This research used an explanatory method with a quantitative approach. Data collection was conducted through Data were collected through online questionnaires using purposive sampling, targeting 69 respondents from state university students in Malang. Multiple linear regression analysis was conducted using SPSS version 25. The results showed that both influencer credibility and electronic word of mouth had a partial and significant effect on purchase intention. Meanwhile, the regression results indicate that both variables also have a positive and significant influence on consumers' purchase intention toward Grace and Glow products.

The findings conclude that influencer credibility and electronic word of mouth significantly shape consumer purchase intention for Grace and Glow. The company was advised to continue collaborating with credible influencers and encourage positive review content to strengthen consumer purchase intention

Digital marketing; beauty industry competition.

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