Title:
IMPACT OF SOCIAL MEDIA MARKETING, E-WOM, AND BRAND AMBASSADOR ON CONSUMER'S PURCHASE DECISION ON THE SKINCARE PRODUCT IN INDONESIA: BRAND IMAGE AS A MEDIATOR

Authors:
Siti Marliya and Tafiprios

Abstract:
This research explores consumer behavior in the cosmetics market that tends to switch brands and how this behavior can affect brand image. In the context of skin care products in Indonesia, this study examines the impact of social media marketing, E-WOM (electronic word of mouth), and the role of brand ambassadors on purchasing decisions. In addition, this study investigates the mediating role of brand image in linking these digital marketing factors to consumer purchase intent. This research method is quantitative, namely a causal research design with a population of local skin care product users in Indonesia, sampling using guidelines where to determine the sample size in the study is five to ten times greater than the indicators used to measure each construct. A total of 367 respondents were collected through an online survey using purposive sampling techniques. Data analysis using the Partial Least Square (Smart-PLS) program. The results indicate that social media marketing, E-WOM and brand ambassadors have a direct impact on purchasing decisions, while social media marketing does not have a significant direct impact on brand image and not for e-WOM and brand ambassadors who are found to have a significant influence. Brand image has the strongest impact on purchase decisions and brand ambassadors have the strongest impact on brand image. The results also show that brand image acts as a mediator in influencing social media marketing on purchase intention with indirect only mediation, as well as influencing E-WOM, and brand ambassadors on purchase intention with partial mediation. These results provide a deeper understanding of consumer buying behavior in skin care products and the importance of brand image in the process.

Keywords:
Social Media Marketing, E-Wom, Brand Ambassador, Brand Image, Purchase Decision.

DOI:
https://doi.org/10.37500/IJESSR.2023.6604