The Influence of Influencer Marketing and Electronic Word of Mouth, on Purchase Intention Through Brand Image
DOI:
https://doi.org/10.21009/ISC-BEAM.013.19Keywords:
influencer marketing, electronic word of mouth, brand image, Purchase IntentionAbstract
Advances in information and communication technology have had an impact on changes in the lifestyle of a person who makes social media a source of reference before deciding on a purchase. This study aims to determine and analyze the relationship between the influence of influencer marketing and electronic word of mouth on purchase intention through brand image on Facetology skincare products. The population of this study are consumers who know Facetology skincare through social media in the Jakarta area, with the criteria of following Facetology skincare social media accounts, knowing Facetology skincare products from influencer Tasya Farasya, aged at least 17 years, and domiciled in the Jakarta area. This type of research is quantitative with non-probability sampling method and the technique used is purposive sampling, 126 respondents collected questionnaires. The data analysis method uses SEM-PLS (Partial Least Square). The results showed that influencer marketing has a positive effect on brand image, influencer marketing has a positive effect on purchase intention, electronic word of mouth has a positive effect on brand image, brand image has a positive effect on purchase intention, electronic word of mouth variable did not have a positive effect on purchase intention. Influencer marketing has a positive effect on purchase intention through brand image and electronic word of mouth has a positive effect on purchase intention through brand image. In the future studies, researchers suggest expanding the research area and looking for object in other fields.
References
Adriyati, R., & Indriani, F. (2017). Pengaruh electronic word of mouth terhadap citra merek dan minat beli pada produk kosmetik wardah. Diponegoro Journal of Management, 6, 1–14.
Ajzen, I., & Madden, T. J. (1986). Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control. Journal of Experimental Social Psychology, 22(05). https://doi.org/https://doi.org/10.1016/0022-1031(86)90045-4
Ajzen, I., Madden, T. J., & Ellen, P. S. (1992). A comparison of the theory of planned behavior and the theory of reasoned action. Personality and Social Psychology Bulletin. https://doi.org/https://doi.org/10.1177/0146167292181001
Ali, I., & Naushad, M. (2023). Examining the influence of social media marketing on purchase intention : The mediating role of brand image. Innovative Marketing. https://doi.org/10.21511/im.19(4).2023.12
Ali, M., & Khan, K. (2017). Impact of electronic word of mouth on consumer purchase intention in footwear industry of pakistan. Arabian Journal of Business and Management Review, 6(12), 52–64. https://doi.org/10.12816/0041755
Alrwashdeh, M., Emeagwali, O. L., & Aljuhmani, H. Y. (2019). Management Science Letters. Management Science Letters, 9, 505–518. https://doi.org/10.5267/j.msl.2019.1.011
Arini dan Sudiksa. (2019). Peran persepsi harga dalam memediasi brand image terhadap niat beli konsumen. Elektronik Jurnal Manajemen Unud, 8(3), 1665–1695. https://doi.org/https://doi.org/10.24843/EJMUNUD.2019.v08.i03.p18
Aryatilandi et al., 2020. (2020). Analisis word of mouth dan brad image terhadap keputusan pembelian smartphone di kota sukabumi. 3(1), 54–65.
Aslam, W., & Farhat, K. (2019). Role of electronic word of mouth on purchase intention. International Journal Business Information System., 30(4), 411–426.
Badawi, N. S., & Basif, A. A. (2023). The impact of consumer-based brand equity on consumer attitude and intention towards electronic word- of-mouth : An empirical study on luxury brands in Saudi Arabia. https://doi.org/10.21511/im.19(3).2023.02
Bambauer-sachse, S., & Mangold, S. (2011). Journal of Retailing and Consumer Services Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38–45. https://doi.org/10.1016/j.jretconser.2010.09.003
Bararah, A., & Chan, S. (2024). The influence of social media marketing on purchase intention with electronic word of mouth, trust , and brand image as mediating variables of Ija Kroeng Brand in Banda Aceh. Jurnal Ilmiah Mahasiswa Ekonomi Dan Manajemen, 9(1), 104–119.
Basuki, A. A., & Prabandari, S. P. (2020). The Influence of Beauty Influencer Toward Purchase Intention of Local Cosmetic. Jurnal Ilmiah Mahasiswa FEB, 8.
Chakraborty, U., & Biswal, S. K. (2020). Impact of Online Reviews on Consumer ’ s Hotel Booking Intentions : Does Brand Image Mediate ? Impact of Online Reviews on Consumer ’ s Hotel Booking Intentions : Does Brand Image Mediate ? Journal of Promotion Management, 26(7), 943–963. https://doi.org/10.1080/10496491.2020.1746465
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2019). How fashion influencers contribute Influencers to consumers ’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157
Dwidienawati, D., Tjahjana, D., Bramantoro, S., & Gandasari, D. (2020). Customer review or influencer endorsement: which one influences purchase intention more ? Heliyon, 6(November). https://doi.org/10.1016/j.heliyon.2020.e05543
Edeline, J., & Praptiningsih, M. (2022). Pengaruh electronic word of mouth terhadap purchase intetion pada produk somethinc melalui brand image sebagai variabel intervening di media sosial instagram. AGORA, 10(2).
Fishbein, M., & Ajzen. (1980). Understanding attitudes and predicting social behavior: The reasoned action approach.
Fitriani, N. M., Andriyani, B., & Rahardja, C. T. (2022). Analisis pengaruh electronic word of mouth melalui instagram terhadap brand image dan purchase intention. Jurnal Ekonomi Dan Kewirausahaan, 22(1), 1–15.
Forbes, K. (2016). Examining the Beauty Industry ’ s Use of Social Influencers. Elon Journal of Graduated Reasearch in Communications, 7(2), 78–87.
Gautam, D., & Shrestha, S. K. (2019). Impact of Brand Equity on Purchase Intention of Smart Phones. March 2018, 27–40. https://doi.org/10.32599/apjb.9.1.201803.1
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands : In fl uence on brand equity and consumer behavior. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2016.04.181
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). Partial Least Squares Structural Equation Modeling ( PLS-SEM ) Using R. Sage Publishing.
Hair, J. J., Page, M., & Brunsveld, N. (2019). Essentials of Business Research Methods (4 th). https://doi.org/https://doi.org/10.4324/9780429203374
Han, H., Yi, J., Jun, S., & Ahn, S. (2020). How do followers infer the motives behind an influencer ’ s advertising disclosures ? motives. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-06-2019-0397
Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh influencer marketing sebagai strategi pemasaran digital era moderen (sebuah studi literatur). Jurnal Eksekutif, 15(1), 133–146.
Haryono, S. (2017). Metode SEM untuk penelitian manajemen: AMOS, LISREL & PLS.
Hasena, C., & Sakapurnama, E. (2021). Leveraging Electronic Word of Mouth on TikTok : Somethinc Skin Care Product Innovation to Increase Consumer Purchase Intention. Hasanuddin Economics and Business Review, 1(August 2020), 19–25. https://doi.org/10.26487/hebr.v5i1.2746
Hennig-thurau, T., Walsh, G., & Walsh, G. (2004). International Journal of Electronic Commerce Electronic Word-of-Mouth : Motives for and Consequences of Reading Customer Articulations on the Internet Electronic Word-of-Mouth : Motives for and Consequences of Reading Customer. https://doi.org/10.1080/10864415.2003.11044293
Hermanda, A., Sumarwan, U., & Tinaprilla, N. (2019). The effect of social media influencer on brand image, self-concept, and purchase intention. 04(02), 76–89.
Hien, N. N., Phuong, N. N., Tran, T. Van, & Thang, L. D. (2020). The effect of country-of-origin image on purchase intention : The mediating role of brand image and brand evaluation. 10, 1205–1212. https://doi.org/10.5267/j.msl.2019.11.038
Hussain, A., Ting, D. H., Abbasi, A. Z., & Rehman, U. (2023). Integrating the S-O-R Model to Examine Purchase Intention Based on Instagram Sponsored Advertising Integrating the S-O-R Model to Examine Purchase Intention Based on Instagram Sponsored Advertising. Journal of Promotion Management, 29(1), 77–105. https://doi.org/10.1080/10496491.2022.2108185
Ida Bagus Gede Ari, S. dan, & Santika, I. W. (2018). Peran brand image dalam memediasi pengaruh electronic word of mouth terhadap niat beli. 7(6), 3230–3257.
Indrawati, Yones, P. C. P., & Muthaiyah, S. (2023). E-WOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, 28(2), 174–184. https://doi.org/10.1016/j.apmrv.2022.07.007
Ismagilova, E., Slade, E. L., Rana, N. P., & Slade, E. L. (2019). The Effect of Electronic Word of Mouth Communications on Intention to Buy : A Meta-Analysis. 1203–1226.
Isyanto, P., Sapitri, R. G., & Sinaga, O. (2020). Micro Influencers Marketing and Brand Image to Purchase Intention of Cosmetic Products Focallure. 11(1). https://doi.org/10.5530/srp.2020.1.75
Jain, M., Dixit, S., & Shukla, A. (2023). Role of e-service quality , brand commitment and e-WOM trust on e-WOM intentions of millennials. The International Review of Retail, Distribution and Consumer Research, 33(1), 23–43. https://doi.org/10.1080/09593969.2022.2070860
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention : An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, December. https://doi.org/10.1108/02634501211231946
Jiménez-castillo, D., & Sánchez-fernández, R. (2019). International Journal of Information Management The role of digital influencers in brand recommendation : Examining their impact on engagement , expected value and purchase intention. International Journal of Information Management, 49(July), 366–376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009
Kala dan Chaubey. (2018). The effect of e-wom communication on brand image and purchase intention towards lifestyle products in India. International Journal of Services, Economics and Management, 9(2), 143–157. https://doi.org/https://doi.org/10.1504/IJSEM.2018.096077
Kamilah, N. L., & Abadiyah, R. (2023). The Influence of Content Marketing , Influencer Marketing , and Electronic Word of Mouth ( E-WOM ) on Tiktokshop Consumer Purchase Decisions [ Pengaruh Content Marketing , Influencer Marketing , dan Electronic Word of Mouth ( E-WOM ) terhadap Keputusan Pe. 1–17.
Keller. (2009). Building strong brands in a modern marketing communications environment environment. Journal of Marketing Communications, 7266(August). https://doi.org/10.1080/13527260902757530
Keller, K. dan. (2015). Does Marketing Need Reform?: Fresh Perspectives on the Future (1st Editio).
Khair, W. N. C. W. M. (2023). The Effect of Social Media Influencer Marketing Disclosure on Consumer ’ s Perceived Brand Image and Purchase Intention among Youth in Malaysia. Management Research Journal, 12(2), 1–15. https://doi.org/https://doi.org/10.37134/mrj.vol12.2.1.2023
Kintradinata, L. L., & Hidayah, R. T. (2023). Pengaruh electronic word of mouth melalui aplikasi tiktok terhadap minat beli pada produk skintific. 10(2), 882–892. https://doi.org/https://doi.org/10.35794/jmbi.v10i2.48748
Kotler, P. &, & Kelle, K. L. (2021). Marketing management.
Latief, A. (2018). Analisis Pengaruh Produk , Harga , Lokasi dan Promosi terhadap Minat Beli Konsumen pada Warung Wedang Jahe ( Studi Kasus Warung Sido Mampir di Kota Langsa ). 7(1), 90–99.
Liao, S., Hu, D., & Chou, H. (2022). Consumer Perceived Service Quality and Purchase Intention : Two Moderated Mediation Models Investigation. Sage, 151, 1–15. https://doi.org/10.1177/21582440221139469
Lou, C., & Yuan, S. (2019a). Influencer Marketing : How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 0(0), 1–16. https://doi.org/10.1080/15252019.2018.1533501
Lou, C., & Yuan, S. (2019b). Influencer Marketing : How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media Influencer Marketing : How Message Value and Credibility Affect Consumer. Journal of Interactive Advertising, 0(0), 1–16. https://doi.org/10.1080/15252019.2018.1533501
Macheka, T., Quaye, E. S., & Ligaraba, N. (2023). The effect of online customer reviews and celebrity endorsement on young female consumers ’ purchase intentions. Emerald Publishing Limited. https://doi.org/10.1108/YC-05-2023-1749
Mainardes, E. W., Helena, P., Portelada, M., Wagner, E., Helena, P., & Portelada, M. (2023). The Influence on Cosmetics Purchase Intention of Electronic Word of Mouth on Instagram The Influence on Cosmetics Purchase Intention of Electronic Word of Mouth on Instagram. Journal of Promotion Management, 29(7), 961–991. https://doi.org/10.1080/10496491.2023.2167897
Manuella, W., & Sander, O. A. (2022). Pengaruh electronic word of mouth (e-wom) di instagram terhadap minat beli pada merek kosmetik lokal yang dimediasi oleh citra merek dan sikap merek. Journal of Strategic Management, 2(2), 91–102.
Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., & Zhou, J. (2020). Apple or Huawei : Understanding Flow , Brand Image , Brand Identity , Brand Personality and Purchase Intention of Smartphone. Sustainability, 1–22. https://doi.org/doi:10.3390/su12083391
Markiones, S. A., Romadhoni, B., & Mappatompo, A. (2023). The Influence of Social Media Influencer and Electronic Word of Mouth Mediated By Brand Image on Purchase Intention at Eternamoore Beauty Clinic Makassar. 4(5), 945–953.
Masitoh, S., & Adjid, M. W. M. (2022). Pengaruh influencer marketing terhadap kinerja pemasaran. Nautical: Jurnal Ilmiah Multidisiplin, 1(4), 274–279.
Muhammad, S., Salleh, S., & Yusr, M. M. (2019). The influence of customer satisfaction, brand trust, and brand image towards customer loyalty. International Journal of Entrepreneurship and Management Practices, September 2019. https://doi.org/10.35631/ijemp.270010
Nadine. (2024). Rekomendasi Produk Facetology dari Pembersih hingga Pelembab Wajah! https://www.blibli.com/friends/blog/rekomendasi-produk-facetology-07/
Nugraha, P. S., & Nisa, P. C. (2023). Pengaruh kualitas layanan dan promosi terhadap kepuasan pelanggan pada niat beli. Jurnal Ekonomi Manajemen Dan Bisnis, 24(1), 75–89.
Nugroho, S. D. P., Rahayu, M., & Hapsari, R. D. V. (2022). Research in Business & Social Science The impacts of social media influencer ’ s credibility attributes on gen Z purchase intention with brand image as mediation : Study on consumers of Korea cosmetic product. International Journal of Research in Business and Social Science, 11(5), 18–32. https://doi.org/10.20525/ijrbs.v11i5.1893
Nurhandyani, A., Syarief, R., & Najib, M. (2019). The impact of social media influencer and brand images to purchase intention. 17(4).
Nurhikmah, Romadhoni, B., & Nurinaya. (2018). The effect of brand awareness and brand attitude on consumer purchase interest in indihome products in the telecommunications (witel) area of makassar. Balance: Jurnal Ekonomi, 14, 165–172.
Nurjanah, L., & Limanda, K. Y. (2024). Analisis Pengaruh Influencer dan EWOM terhadap Minat Beli Skincare pada Generasi Z di Kota Batam : Peran Mediasi Brand Image. Jurnal Manajemen Bisnis Dan Keuangan, 5(1), 117–133.
Nurlinda, R. . (2018). Model purchase intention sebagai intervening variable dari kepercayaan, kemudahan dan kualitas informasi terhadap keputusan pembelian di online shop. 15.
Oppong, K. peter, Owusu, J., & Ansah-Owusu, W. (2022). Research in Business & Social Science price : The role of herbal brand image in Ghana. 11(6), 1–11.
Pentina, I., Guilloux, V., Micu, A. C., & Pentina, I. (2018). Exploring Social Media Engagement Behaviors in the Context of Luxury Brands. Journal of Advertiisng, 3367. https://doi.org/10.1080/00913367.2017.1405756
Pramesti, E. A., & Rubiyanti, R. N. (2023). The Effect of Social Media Influencer on Purchase Intention with Brand Image and Customer Engagement as Intervening Variables. 6(2), 211–221.
Pranata, A., Syah, T. Y. R., & Anindita, R. (2020). Interpersonal trust impact on moderate customer satisfaction by product quality and brand image. Journal of Multidisciplinary Academic, 4.
Pratiwi, R. S., & Anna, L. K. (2021). Masa Depan Cerah Produk Skincare Lokal. https://lifestyle.kompas.com/read/2021/03/02/170018320/masa-depan-cerah-produk-skincare-lokal
Priyanthi, A. L. D., & Kerti, Y. N. N. (2020). The role of image brands mediates e-wom effect on buying interest in Triton Learning Institutions. Russian Journal of Agricultural and Socio-Economic Sciences, 7(July), 45–53. https://doi.org/10.18551/rjoas.2020-07.07
Purnamaningsih, P., & Rizkalla, N. (2020). The Role of Parasocial Interaction on Consumers ’ Intention to Purchase Beauty. 6(12), 13–27.
Putra, I. G. W. S. C. (2021). Evaluasi pengaruh product quality, produk innovation, dan marketing promotion terhadap brand image IKEA. Digismantech, 1(1), 1–10.
Qin, Z., Chen, Y., & Yan, Y. (2024). Influencer Marketing Platforms ’ Effect on Light Meal Purchase Intention and Behavior.
Reinikainen, A. (2020). This is a self-archived version of an original article . This version may differ from the original in pagination and typographic details . Copyright : Rights : Rights url : Please cite the original version : 36, 279–298.
Saima & Khan, M. A. (2020). Effect of Social Media Influencer Marketing on Consumers ’ Purchase Intention and the Mediating Role of Credibility Effect of Social Media Influencer Marketing on Consumers ’ Purchase Intention and the Mediating. Journal of Promotion Management, 0(0), 1–22. https://doi.org/10.1080/10496491.2020.1851847
Saputra, S., & Barus, F. (2020). Pengaruh electronic word of mouth dan citra merek terhadap minat belanja konsumen di Batam. Jurnal Ilmiah Manajemen Dan Bisnis, 5(1), 1–11.
Seifert, C., & Kwon, W.-S. (2020). SNS eWOM sentiment : impacts on brand value co-creation and trust. Marketing Intelligence & Planning, 38(1), 89–102. https://doi.org/10.1108/MIP-11-2018-0533
SociaBuzz. (2019). 100 Daftar Beauty Influencer Indonesia Terbaik. https://www.sociabuzz.com/daftar-beauty-influencer/indonesia [Accessed 19 Aug. 2019].
Soomro, Y. A., Baeshen, Y., & Alfarshouty, F. (2021). The Impact of Guerrilla Marketing on Brand Image : Evidence from Millennial Consumers in Pakistan The Impact of Guerrilla Marketing on Brand Image : Evidence from Millennial Consumers in Pakistan. Journal of Asian Finance Economics and Business •, 8(March). https://doi.org/10.13106/jafeb.2021.vol8.no4.0917
Sudirgo, G., & Cahyadi, L. (2024). Measuring the role of social media and E-word of mouth on purchase intention of Secondate make-up products. KINERJA, 28(1), 74–90. https://doi.org/10.24002/kinerja.v28i1.8338
Susanto, W. K., & Keni, K. (2018). Pengaruh social network marketing (snm) dan electronic word of mouth (ewom) terhadap minat beli pelanggan. Jurnal Manajemen Bisnis Dan Kewirausahaan, 02, 68–74.
Susilowati, D., Santoso, T., & Kom, M. (2021). Analisa Pengaruh Electronic Word Of Mouth pada Media Sosial Terhadap Keputusan Pembelian. Profitabilitas, 1(2), 95–101.
Syah, T. Y. R., & Olivia, D. (2022). Enhancing patronage intention on online fashion industry in indonesia : the role of value co- creation , brand Image , and e-service quality. Cogent Business & Management, 9(1). https://doi.org/10.1080/23311975.2022.2065790
Tien, D. H., Rivas, A., & Liao, Y. (2018). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review. https://doi.org/10.1016/j.apmrv.2018.06.003
Veirman, M. De, Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers : the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 0(0), 1–31. https://doi.org/10.1080/02650487.2017.1348035
Vyatkina, O. . (2020). The impact of influencer marketing on the global economy. European Proceedings of Social and Behavioral Science, 0–4. https://doi.org/10.15405/epsbs.2020.03.187
Wedayanti, A. K., & Ardani, I. G. A. K. S. (2020). Peran brand image memediasi pengaruh electronic word of mouth dan brand awareness terhadap niat beli. Electronic Jurna Manajemen, 9(6), 2434–2454.
Wulan, A. D., Ariningsih, E. P., & Prasaja, M. G. (2024). Pengaruh online advertising dan electronic word of mouth trehadap purchase intention yang di mediasi oleh brand image (Studi pada produk Facetology). Jurnal Volatilitas, 6(3), 129–141.
Yosefine, C., & Budiono, H. (2023). Pengaruh kesadaran merek, citra merek, dan kepercayaan merek terhadap minat beli produk innisfree pada mahasiswa/i fakultas ekonomi dan bisnis universitas tarumanagara. Jurnal Manajerial Dan Kewirausahaan, 05(02), 277–286.
Yunus, N. H., Ariff, M. S. M., Som, N. M., Zakuan, N., & Sulaiman, Z. (2016). The Mediating Effect of Brand Image between Electronic Word of Mouth and Purchase Intention in Social Media. Advanced Science Letters, October. https://doi.org/10.1166/asl.2016.7999
