THE INFLUENCE OF ELECTRONIC WORD OF MOUTH AND SOCIAL MEDIA MARKETING ON BRAND IMAGE AND PURCHASE INTENTION OF E-COMMERCE COSMETIC PRODUCTS
DOI:
https://doi.org/10.56107/penanomics.v2i1.95Keywords:
Electronic Word of Mouth, Social Media Marketing, Brand Image, Purchase IntentionAbstract
In the digital age, electronic word of mouth (eWOM) and social media platforms have dramatically transformed consumer behavior and marketing strategies. This study explores the impact of eWOM and social media marketing on brand image and consumer purchase intentions within the e-commerce cosmetic market in Indonesia. The study aims to understand the mechanisms through which these digital marketing strategies affect consumer perceptions and behaviors in a local cultural context. Using a quantitative causality research approach, the study sampled 260 respondents through purposive sampling and employed SEM-PLS for data analysis. The findings reveal that both eWOM and social media marketing significantly enhance brand image, which in turn positively influences purchase intentions. However, social media marketing alone did not show a significant direct effect on purchase intentions, highlighting the mediating role of brand image. This research provides valuable insights for marketers to optimize digital strategies, enhance consumer engagement, and build a competitive edge in the e-commerce cosmetic market.
Downloads
References
Ahmed, M. A., & Zahid, Z. (2014). Role of social media marketing to enhance CRM and brand equity in terms of purchase intention. Asian Journal of management research, 4(3), 533-549.
Al-Dmour, H., Al-Qawasmi, S., Al-Dmour, R., & Amin, E. B. (2022). The role of electronic word of mouth (eWOM) and the marketing mix on women’s purchasing intention of children’s dietary supplements. International Journal of Pharmaceutical and Healthcare Marketing, 16(3), 376-391.
Asnawati, Nadir, M., Wardhani, W., & Setini, M. (2022). The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision. International Journal of Data and Network Science 6, 81–90.
Balakrishnan, B. KPD., Dahnil, M. I., & Yi, W. J. (2014). The Impact of Social Media Marketing Medium Toward Purchase Intention and Brand Loyalty Among Generation Y. Procedia - Social and Behavioral Sciences 148, 177 – 185.
Bismoaziiz, Suhud, U., & Saparuddin. (2021). The Influence of Social Media Marketing, Electronic Word of Mouth and Consumer Engagement to Brand Loyalty in Indonesia Grab Company. International Journal of Business and Social Science Research, 2(2), 16-26.
Ellison, N. B., & Boyd, D. M. (2013). Sociality Through Social Network Sites. Oxford University Press.
Eriza, Z. N. (2017). Peran Mediasi Citra Merek dan Persepsi Resiko Pada Hubungan Antara EWOM dan Minat Beli (Studi Pada Konsumen Kosmetik E-Commerce di Solo Raya). Jurnal Komuniti, Vol. XI No. 1.
Erkan, I., & Evan, C. (2016). The Influence of eWOM in Social Media on Consumers Purchase Intention: An Extended Approach to Information Adoption, Elsevier: Computers in Human Behavior 61, 47-55.
Fahmi, M., Arif, M., Farisi, S., & Purnama, N.I.. (2020). Peran Brand Image dalam Memediasi Pengaruh Social Media Marketing terhadap Repeat Purchase pada Fast-Food Restaurant di Kota Medan. Jurnal Samudra Ekonomi dan Bisnis, 11(1).
Ghozali, Imam. (2021). Partial Least Squares. Konsep, Teknik, dan Aplikasi (3th ed.), Semarang: Badan Penerbit Universitas Diponegoro.
Hidayat, A., Saifullah, M., & Ishak, A. (2016). Determinants of Satisfaction, Trust, and Loyalty of Indonesian E-Commerce Customer. International Journal of Economics and Management 10(S1): 151 – 166.
Hidayatullah, M. R., & Dirgantara, I.M.B. (2018). Pengaruh Electronic Word of Mouth, Dukungan Selebritas, dan Pemasaran Media Sosial Terhadap Minat Beli dengan Brand Image Sebagai Variabel Intervening (Studi Pada Produk Fashion Levi’s Di Kota Semarang). Diponegoro Journal of Management, 7(4), 1-10.
Janah, N. R., & Suswardji, E. (2021). Pengaruh Citra Merek dan Electronic Word Of Mouth Terhadap Minat Beli Produk Kecantikan Wardah. COSTING:Journal of Economic, Business and Accounting, 4(2).
Knoll, J. (2015). Advertising in social media: a review of empirical evidence. International Journal of Advertising, ((ahead-of-print, 1e35. Retrieved from http://www-tandfonline .com.ezproxy.brunel.ac.uk/doi/full/10.1080/02650487.2015. 1021898#.VVnx2bntmko
Lim, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36.
Tania, S., Listiana, E., Syahbandi, Ramadania, & Afifah, N. (2023). Social Media Marketing and Word of Mouth on Product Purchase Intentions at Bibit FinTech Startup with the Mediation of Brand Awareness. Journal of Economics, Management and Trade, 29(2), 1-15.
Torlak, O., Ozkara, B. Y., Tiltay, M. A., Cengiz, H., & Dulger, M. F. (2014). The Effect of Electronic Word of Mouth on Brand Image and Purchase 92 Intention: An Application Concerning Cell Phone Brands for Youth Consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61–68.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Ismed Jayad, Agung Wahyu, Sumardi
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
