THE EFFECT OF INFLUENCER MARKETING AND BRAND IMAGE ON PURCHASE DECISIONS: A LITERATURE REVIEW

Abstract

This study aims to analyze the relationship between influencer marketing and brand image on purchasing decisions through a literature study approach. The method used is a literature review with secondary data sources in the form of scientific articles obtained from Google Scholar during the period 2021–2025. Literature selection was carried out based on predetermined inclusion and exclusion criteria, then analyzed using descriptive techniques and narrative synthesis to identify patterns of findings, consistency of results, and research gaps. The study results show that influencer marketing generally contributes significantly to increased interest and purchasing decisions through aspects of credibility, attractiveness, and audience engagement. Furthermore, brand image plays a role in shaping positive perceptions, reducing perceived consumer risk, and strengthening product preference. These findings indicate that the combination of influencer-based promotional strategies and strengthening brand image is a crucial factor in influencing consumer behavior in the digital age. Conceptually, this study provides a comprehensive overview of the consistency of previous research results and opens up opportunities for developing more complex research models involving mediating or moderating variables in further research