The Influence of Social Media Influencers, Live Streaming, and Flash Sale Marketing on The Purchase Intention of Somethinc Cosmetics = The Influence of Social Media Influencers, Live Streaming, and Flash Sale Marketing on The Purchase Intention of Somethinc Cosmetics

This study investigates the influence of social media influencers, live streaming marketing, and flash sale marketing on the purchase intentions of Somethinc Cosmetics. The objective is to provide valuable insights into how these contemporary marketing strategies impact consumer behavior and decision-making within the beauty industry. Employing multiple regression analysis with a significance level of 0.5, and utilizing IBM SPSS version 25 software, the research analyzed data from 120 cosmetic users in Makassar City, of which 92.5% were female. The findings indicate that social media influencers, live streaming, and flash sale marketing all have a significantly positive impact on purchase intentions. Specifically, social media influencers enhance consumer trust and interest through credible reviews and authentic product endorsements. Live streaming events foster increased consumer engagement by demonstrating product benefits ni real-time, thereby creating a more direct and interactive connection with the audience. Flash sales effectively generate a sense of urgency, prompting immediate and impulsive purchasing decisions. Collectively, these strategies explain 40% of the variation ni purchase intentions, underscoring their critical role in contemporary marketing. This study highlights the importance of integrating social media influencers, live streaming, and flash sale marketing to enhance consumer engagement, build trust, and drive purchase decisions within the beauty industry.

Keyword : Social Media Influence, Live Streaming, Trust, Flash Sale Marketing, Purchase Intention