Analisis Pengaruh Influencer Marketing Terhadap Minat Beli Konsumen Pada Skincare Somethinc(Studi Kasus Pada Masyarakat Kecamatan Bengkalis)

The development of digital technology has driven changes in marketing strategy, one of which is Influencer Marketing, now widely applied by local skincare brands such as Somethinc. However, previous studies show varying results regarding the effectiveness of Influencer Marketing on consumer purchase intention, making further study necessary, particularly in the community of Bengkalis Regency, where social media usage continues to increase. This study aims to analyze the implementation of Influencer Marketing on Somethinc skincare products, analyze consumer purchase intention toward the product, and analyze the influence of Influencer Marketing on consumer purchase intention. This study used a quantitative method by distributing questionnaires to 100 respondents from the Bengkalis community, selected through nonprobability sampling with a purposive sampling technique, with the data then analyzed using correlation analysis and simple linear regression. The results show a Pearson correlation coefficient of 0.703, indicating a strong and positive relationship between the two variables, with a coefficient of determination (R Square) of 0.494 or 49.4%. The resulting regression equation is Y = 11.061 + 0.431X, and the t-test results show a t-count value of 9.784, greater than the t-table value of 1.966, with a significance of 0.000. It can be concluded that Influencer Marketing has a positive and significant effect on consumer purchase intention toward Somethinc skincare products in Bengkalis Regency.