Influencer Marketing, Brand Image, dan E-WOM: Faktor Penentu Purchase Intention Produk Softlens XYZ - Risa Pratiwi; Arifin Djakasaputra (Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, 2026)
Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing dan brand image terhadap purchase intention produk softlens XYZ di e-commerce, dengan electronic word of mouth (e-WOM) sebagai variabel mediasi. Pendekatan kuantitatif digunakan dengan metode purposive sampling, melibatkan 302 responden yang merupakan pengguna aktif Shopee dan memiliki pengalaman dengan produk softlens. Data dikumpulkan melalui kuesioner daring berbasis skala ordinal dan dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa influencer marketing dan brand image secara langsung berpengaruh positif terhadap purchase intention. Selain itu, e-WOM terbukti menjadi mediator yang signifikan dalam hubungan variabel antara influencer marketing dan brand image terhadap purchase intention. Penelitian ini memberikan wawasan penting terkait strategi pemasaran digital, yang mengutamakan peran influencer dalam membangun brand image dan mendorong e-WOM, sehingga dapat meningkatkan niat beli konsumen. Temuan ini menyarankan bahwa produk softlens XYZ perlu lebih memaksimalkan peran influencer marketing serta memanfaatkan e-WOM untuk meningkatkan kepercayaan konsumen dan Keputusan pembelian produk melalui platform e-commerce, terutama Shopee. This study aims to analyze the influence of influencer marketing and brand image on purchase intention of XYZ softlens products in e-commerce, with electronic word of mouth (e-WOM) as a mediating variable. A quantitative approach was used with a purposive sampling method, involving 302 respondents who are active Shopee users and have experience with softlens products. Data was collected through an ordinal scale-based online questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results showed that influencer marketing and brand image directly positively influence purchase intention. In addition, e-WOM proved to be a significant mediator in the variable relationship between influencer marketing and brand image on purchase intention. This research provides important insights into digital marketing strategies, which prioritize the role of influencers in building brand image and encouraging e-WOM, thereby increasing consumer purchase intention. The findings suggest that XYZ softlens products need to further maximize the role of influencer marketing and utilize e-WOM to increase consumer trust and product purchase decisions through e-commerce platforms, especially Shopee.