Pengaruh Influencer Credibility, Social Media Marketing, dan Ewom terhadap Brand Image serta dampaknya terhadap Purchase Intention

Studi pada generasi Z pengguna produk lokal skincare wardah di Purworejo

Abstract

This study aims to analyze the influence of influencer credibility, social media marketing, and electronic word of mouth (e-WOM) on brand image and their impact on the purchase intention of local Wardah skincare products among Generation Z in Purworejo. The rapid growth of the cosmetics industry and the increasing use of social media as a digital marketing platform have intensified competition among skincare brands, making it important to understand the factors that shape consumer purchase intentions. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 110 Generation Z respondents in Purworejo selected through purposive sampling. The data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the assistance of SmartPLS 4.0. The findings indicate that influencer credibility, social media marketing, and e-WOM positively contribute to the formation of brand image. A strong brand image subsequently increases consumers’ purchase intention toward Wardah skincare products. In addition, brand image acts as a mediating variable that strengthens the relationship between influencer credibility, social media marketing, and e-WOM with purchase intention. These results demonstrate the importance of optimizing digital marketing strategies through credible influencers, effective social media content, and positive electronic word of mouth to enhance brand image and encourage consumer purchasing interest. This study provides both theoretical contributions to digital marketing literature and practical insights for companies in developing more effective marketing strategies.