The Influence of Social Media Marketing and E-Wom on Purchase Intention with Brand Image Mediator in 'The Originote' Skincare

Vista Kumala Dewi, Heru Tri Sutiono, Sri Harjanti

Abstract


The aim of this research is to examine the influence of social media marketing and e-WOM on purchase intention mediated by brand image. The data processing and analysis methods employed in this study include descriptive and quantitative analysis. The population size for this research is not precisely known. Purposive sampling technique was used for sample selection, adhering to the minimum sample size determined by the 10-times rule. Data analysis technique used in this study is PLS-SEM conducted using SmartPLS 3.0. Data collection was performed through a questionnaire distributed via Google Forms link. The analysis results indicate that social media marketing has a positive and significant impact on purchase intention, e-WOM also has a positive and significant impact on purchase intention, and brand image positively and significantly mediates the influence of social media marketing and e-WOM on purchase intention. This study is expected to contribute to the advancement of Marketing Management knowledge, particularly in research related to purchase intention.

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