The Influence of Brand Image, Influencers, and Electronic Word of Mouth on Purchasing Decisions of Wardah Lipstik Product in Gresik City

Salsabillah Salman; Zawawi Zawawi

doi:10.55927/ijbae.v4i5.390

Authors

Salsabillah Salman Universitas Pembangunan Nasional “Veteran” Jawa Timur
Zawawi Zawawi Universitas Pembangunan Nasional “Veteran” Jawa Timur

DOI:

https://doi.org/10.55927/ijbae.v4i5.390

Keywords:

Brand Image, Influencers, Electronic Word of Mouth, Purchasing Decisions

Abstract

The research influence of Brand Image, Influencer, and Electronic Word of Mouth (E-WOM) for buying choices of Wardah lipstick in Gresik City. The research is motivated by the decline in search interest and sales of Wardah products, despite a strong brand image, active influencer promotion, and positive online reviews. Using a quantitative approach, data were collected through surveys of 95 respondents who had purchased Wardah lipstick. The dataset was examined using Partial Least Square (PLS) via SmartPLS software. This analysis indicates that Brand Image, Influencers, and E-WOM significantly affect buying decisions. Of these elements, Brand Image proves to be the strongest influence. These results emphasize the need to enhance brand image and refine digital marketing approaches.

References

Anggraeni, R. F., & Aminah, S. (2023). Pengaruh E-WOM dan Inovasi Produk terhadap Keputusan Pembelian Produk Revlon di Kabupaten Jombang. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(2), 2861–2869. https://doi.org/10.47467/alkharaj.v6i2.4509

Anhar, G., Sari2, V. N., & Putri3, D. A. (2025). Pengaruh Brand Image dan Promosi Sosial Media terhadap Keputusan Pembelian melalui Kepuasan Konsumen sebagai Variabel Intervening Studi Kasus pada Balisijuk . id Payakumbuh jauh perusahaan tersebut dapat memuaskan kebutuhan dan keinginan pasar sasarannya. 3.

Ardiansyah, M. F., Aquinia, A., Program, S., S1, M., Ekonomika Dan Bisnis, F., & Semarang, U. S. (2022). Pengaruh Celebrity Endorsement, Brand Image, dan Electronic Word of Mouth Terhadap Purchase Intention (Studi Pada Konsumen Marketplace Tokopedia). SEIKO : Journal of Management & Business, 5(1), 2022–2469. https://doi.org/10.37531/sejaman.v5i2.2117

Arianty, N., & Andira, A. (2021). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(1), 39–50. https://doi.org/10.30596/maneggio.v4i1.6766

Halim, A., & Tyra, M. J. (2021). Pengaruh Online Consumer Review Dan Influencer Terhadap Keputusan Pembelian Produk Di Marketplace Shopee. Buletin Ekonomi: Manajemen, Ekonomi Pembangunan, Akuntansi, 18(1), 99. https://doi.org/10.31315/be.v18i1.5630

Herviani, V., Hadi, P., & Nobelson. (2020). 930-2861-1-Pb. Prosiding BIEMA (Business Management, Economic, and Accounting National Seminar), 1, 1351–1363.

Putri, R. C., Wahono, B., & Dianawati, E. (2025). Pengaruh Influencer Marketing, Eletronic Word of Mouth dan Brand Image terhadap Keputusan Pembelian pada Konsumen Produk Kecantikan Facetology Generasi Z Kota Malang. E-Jurnal Riset Manajemen, 14(01), 698–705.

Religia, Y., Sriyanto, A., & Hidayat, R. S. (2022). Pengaruh Brand Image, Electronic Word of Mouth Dan Celebrity Endorser Terhadap Keputusan Pembelian Konsumen Produk Daypack Eiger Di Kota Bekasi. Jurnal Ekonomika Dan Manajemen, 11(1), 77. https://doi.org/10.36080/jem.v11i1.1745

Rosmayanti, M. (2023). Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Mixue. Journal on Education, 5(3), 8126–8137. https://doi.org/10.31004/joe.v5i3.1600

Sari, A. G. & A. M. M. & A. I. (2022). Pengaruh brand ambassador dan brand image terhadap keputusan pembelian di shopee dengan mediasi brand awareness. Insight Management Journal, Vol. 2 No., 110–118. https://doi.org/10.47065/imj.v2i3.200

Susanti, T. (2024). Pengaruh Beauty Influencer, Brand Image dan Word Of Mouth terhadap Keputusan Pembelian Skincare Skintific di Batam. (Doctoral Dissertation, Prodi Manajemen).

Vadiyanur, A., & Yoedtadi, M. G. (2024). Influencer dalam Meningkatkan Brand Awareness pada Media Sosial. 467–473.

Zikra, I. Z., & Rahmiati, R. (2023). … Electronic Word Of Mouth (E-Wom) terhadap Keputusan Pembelian Penggunaan Produk Kosmetik LT Pro Smooth Corrector Cream Foundation Survei pada …. Jurnal Pendidikan Tambusai, 7, 950–958. https://www.jptam.org/index.php/jptam/article/view/5379