Nowadays, human life is almost inseparable from online or internet activities. The rapid development of the internet makes online marketing or digital marketing one of the effective ways used by sellers to compete to attract consumers. Therefore, many sellers are switching to marketing online through social media. There are several methods of conducting digital marketing, especially through social media, such as electronic word of mouth (eWOM) and influencer marketing. Through social media, consumers can actively seek information about the desired product before making a purchase. This information can be in the form of reviews or recommendations from other consumers regarding a product (eWOM). In addition, the use of influencer marketing is expected to be able to attract the attention of consumers and influence their buying interest in a product. EverWhite is also one of the digital marketing players who market their products through social media Instagram (@EverWhiteId) by using eWOM and influencer marketing. This research was conducted with the aim of finding out whether or not there is the influence of electronic word of mouth and influencer marketingon consumer buying interest in EverWhite care products. This study uses a quantitative research methodology by distributing questionnaires to 100 respondents through Google Forms. From this study, there isthe influence of eWOM and influencer marketing simultaneously on buying interest with a contribution value of 64,5%.
Keywords : electronic word of mouth, influencer marketing, buying interests