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All Journal Quantitative Economics and Management Studies Cerdika: Jurnal Ilmiah Indonesia
Sikki Manggabarani, Alfatih
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Mathematics Public Health Social Sciences

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The Influence of E-Wom on Purchase Decisions is Mediated by The Brand Image of Laptop Products on Consumers in E-Commerce Zul Yusri, Hilman; Sikki Manggabarani, Alfatih; Assumpta Wikantari, Maria
Quantitative Economics and Management Studies Vol. 6 No. 5 (2025)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.qems4158

Abstract

This study aims to influence of e-wom on purchase decisions is mediated by the brand image of laptop products on consumers in e-commerce. This type of research is quantitative. The purposive sampling method was used in this study. This study uses a type of quantitative data quantitative data is a type of numerical data that can be analyzed with statistics, to prove the hypothesis set. This research uses primary and secondary data sources. Primary data was collected by distributing a questionnaire to online laptop buyers via Google Form that included factors such as their purchase decisions, brand image, and e-wom. Secondary data from several journals related to the research subject. This study analyzes laptop buyers, especially those who make purchases through the internet, which occur in the three largest online marketplaces in Indonesia. The researcher used non-parametric inferential statistics with SmartPLS version 4.0. E-WOM has a significant influence on laptop purchase decisions in e-commerce. This indicates that e-WOM is an element that increases consumers' decision to choose laptops sold in Indonesian e-commerce. Brand image has a significant influence on laptop purchase decisions in e-commerce. This means that brand image is a factor that increases consumer decisions to buy laptops in Indonesian e-commerce. E-WOM has a significant influence on purchasing decisions through laptop brand image in e-commerce.
The Effect of Influencer Credibility Attributes and Social Media Content Attributes on Purchase Intention With Brand Image as A Mediating Variable: A Study of Local Cosmetic Consumers in Jakarta Indriyani, Dini; Sikki Manggabarani, Alfatih
Cerdika: Jurnal Ilmiah Indonesia Vol. 6 No. 1 (2026): Cerdika: Jurnal Ilmiah Indonesia
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/cerdika.v6i1.3182

Abstract

This study examines the effects of influencer credibility attributes and social media content attributes on purchase intention, with brand image as a mediating variable, in the context of local cosmetic products in Jakarta. Using a quantitative approach with Structural Equation Modeling–Partial Least Squares (SEM-PLS), data were collected from 250 respondents through an online survey. The results show that influencer trustworthiness and expertise significantly influence brand image and purchase intention, whereas attractiveness affects purchase intention only through brand image. Informative and interactive social media content positively impacts brand image and purchase intention, whereas entertainment-oriented content does not show a significant effect. Brand image is confirmed as a key mediating mechanism that strengthens the relationship between influencer credibility, content attributes, and purchase intention. These findings highlight the importance of credibility-driven influencers and informative, interactive content strategies in enhancing consumer purchase intention in the cosmetic industry.
Co-Authors Dini Indriyani, Dini Maria Assumpta Wikantari Zul Yusri, Hilman