Abstract

This study aims to analyze the influence of viral marketing, live streaming, and online reviews on purchasing decisions and repurchase intentions of skin products. The study uses quantitative research by surveying Scientific consumers. The population in this study consists of consumers who have made purchases of scientific products, and the sampling technique used is accidental sampling. With the accidental sampling research technique, the number of respondents can be as many as 214 people. The data analysis method used is SmartPLS. The results of this study indicate that viral marketing affects purchasing decisions. Likewise, live streaming and online reviews influence purchasing decisions, which in turn affect repurchase intentions. This study emphasizes the importance of digital marketing in offering products to consumers and developing better marketing strategies so that consumers can make purchases. This strategy not only increases purchasing decisions but also builds long-term relationships with consumers, thus encouraging higher repurchase rates.