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All Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Nafila Nuraini Akhmad
Universitas Trisakti
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE INFLUENCE OF DIGITAL INFLUENCERS, INTERACTION AND E-WOM ON BRAND IMAGE AND CONSUMERS’ PURCHASE INTENTION Nafila Nuraini Akhmad; Husna Leila Yusran; Reinal Pashya Ananta Raja
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 10 No 1 (2026): Edisi Januari - April 2026
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v10i1.7329

Abstract

This study aims to analyze the influence of digital influencers, interaction, and electronic word of mouth on brand image and its implications on consumers' purchase intention for sunscreen products in Indonesia. The background of this study is based on the increasing competition in the skincare industry and the shift in consumer behavior towards digital media. The research method used is a quantitative approach with data collection through questionnaires to sunscreen consumers in Indonesia. The data was analyzed using Structural Equation Modeling with the help of AMOS software to test the relationship between variables. The results showed that digital influencers had a positive effect on consumers purchase intention, interaction and electronic word of mouth had a positive effect on brand image, and Brand Image had a positive effect on consumers purchase intention. The conclusion of this study shows that digital marketing strategies play an important role in building brand image and encouraging consumer purchase intention. The implications of this research are expected to serve as a reference for sunscreen industry players in designing more effective digital marketing strategies, as well as providing recommendations for further research.
Co-Authors Reinal Pashya Ananta Raja Yusran, Husna Leila