Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Creative Power and Ambition (JCPA)
Inri Joyhana Rangian
Sam Ratulangi University
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Brand Image, Influencer Marketing, and Electronic Word of Mouth on Purchase Intention for Mother of Pearl Beauty Makeup Primer among Generation Z in Tomohon City Yunita Mandagie; Jane Grace Poluan; Inri Joyhana Rangian
Journal of Creative Power and Ambition (JCPA) Vol. 4 No. 02 (2026): Journal of Creative Power and Ambition (JCPA)
Publisher : CV Edujavare Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70610/jcpa.2180

Abstract

This study examines the effects of brand image, influencer marketing, and electronic word of mouth (E-WOM) on purchase intention for Mother of Pearl Beauty makeup primer among Generation Z in Tomohon City. A quantitative approach was applied using questionnaire data from 100 respondents selected through purposive sampling. The data were analyzed using SPSS 25, including validity and reliability tests, classical assumption tests, multiple linear regression, an F-test, t-tests, and the coefficient of determination. The results indicate that brand image, influencer marketing, and E-WOM jointly have a positive and statistically significant relationship with purchase intention (F = 1,988.870; p < .001). Each predictor is also positive and significant: brand image (B = 0.408; t = 74.325; p < .001), influencer marketing (B = 0.046; t = 6.751; p < .001), and E-WOM (B = 0.044; t = 6.069; p < .001). The multiple correlation coefficient is 0.661, while R² is 0.436, indicating that the three predictors explain 43.6% of the variation in purchase intention. The findings suggest that brand perceptions, influencer communication, and online consumer reviews should be considered together when developing marketing strategies for young cosmetic consumers.
Co-Authors Jane Grace Poluan Yunita Mandagie