THE INFLUENCE OF AFFILIATE MARKETING, TRADEMARK TRUST, AND PRODUCT QUALITY ON PURCHASING DECISIONS FOR FACETOLOGY TRIPLE CARE SUNSCREEN

Abstract

This research seeks to examine the impact of affiliate marketing, trademark trust, and product quality on the buying choices for Facetology Triple Care Sunscreen among Generation Z in Madiun City. Sunscreen has become crucial in skincare routines, particularly for Gen Z, who are very aware of skin health and engage actively on social media. Facetology, an emerging local trademark, employs affiliate marketing tactics to broaden its marketing scope. Despite concerns about its comedogenic effects, Facetology continues to be favored by consumers, suggesting that various factors affect buying choices. This research employed a quantitative method, utilizing primary data gathered via surveys. The sampling technique employed a non-probability method utilizing a purposive sampling strategy, and 384 participants who had bought Facetology Triple Care Sunscreen were recruited. Data analysis involved executing multiple linear regression with SPSS version 25. The findings indicated that affiliate marketing, trademark trust, and product quality, both separately and together, had a positive and considerable impact on buying decisions.