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All Journal EMAS: Jurnal Ekonomi, Manajemen dan Bisnis
Ni Kadek Eni Seriantari
Universitas Mahasaraswati Denpasar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Understanding Consumer Purchase Decisions for Nippon Paint: The Roles of Influencer Marketing, Brand Image, and E-WOM Ni Kadek Eni Seriantari; Ni Wayan Eka Mitariani; I Made Surya Prayoga
EMAS: Jurnal Ekonomi, Manajemen dan Bisnis Vol. 7 No. 9 (2026): EMAS: Jurnal Ekonomi, Manajemen dan Bisnis
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36733/emas.v7i9.14827

Abstract

Competition in the wall paint industry in Indonesia is becoming increasingly fierce, making consumer purchasing decisions a critical factor for companies. Influencer marketing, brand image, and electronic word of mouth (e-WOM) play a role in shaping perceptions and purchasing decisions; however, previous research findings remain inconsistent. This study was conducted to analyze the influence of influencer marketing, brand image, and electronic word of mouth (e-WOM) on the purchasing decisions of Nippon Paint consumers in Bali. The sample size for this study was set at 140 respondents, all of whom are Nippon Paint consumers in the Province of Bali. Data were collected through the distribution of a questionnaire using a 1-to-5 Likert scale. The data analysis technique used in this study was multiple linear regression analysis. The results of this study indicate that influencer marketing has a positive and significant effect on purchasing decisions regarding Nippon Paint products in Bali. Brand image has a positive and significant effect on purchasing decisions regarding Nippon Paint products in Bali. Electronic word of mouth (e-WOM) has a positive and significant effect on purchasing decisions regarding Nippon Paint products in Bali.
Co-Authors I Made Surya Prayoga Ni Wayan Eka Mitariani