Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Journal of Management and Digital Business
Auretha Diva Nur Ferasari
Faculty of Economic and Business, Muhammadiyah Magelang University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Influencer marketing, brand image, and e-WOM: Driving purchase decisions through social media Auretha Diva Nur Ferasari; Diesyana Ajeng Pramesti; Ida Uliyah; Marlina Kurnia; Yunita Anggarini; Muji Mranani
Journal of Management and Digital Business Vol. 6 No. 2 (2026): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v6i2.2570

Abstract

This study examines the influence of influencer marketing, brand image, and electronic word of mouth (e-WOM) on consumers’ purchasing decisions through social media platforms. As social media increasingly shapes consumer behavior, understanding these determinants is crucial for businesses seeking to strengthen their digital marketing strategies. A quantitative research approach was employed, using a survey of 250 consumers who have made purchasing decisions for Maybelline lipstick products on the Shopee e-commerce platform. Data analysis in this study was conducted using multiple linear regression. The results reveal that e-WOM exerts the most significant influence on purchasing decisions, while influencer marketing and brand image show a positive but not significant influence. These findings highlight that authentic peer recommendations remain more persuasive than promotional influencer content or established brand perceptions.
Co-Authors Diesyana Ajeng Pramesti Ida Uliyah Marlina Kurnia Muji Mranani Yunita Anggarini