MAYBELLINE PURCHASE INTENTION: THE INTERPLAY OF INFLUENCER MARKETING, BRAND IMAGE, AND ELECTRONIC WORD OF MOUTH

Blegur, Petrisia
Cokki , Cokki

International Journal of Application on Economics and Business
Vol. 1 No. 4 (2023): November 2023

This research aims to analyze the influence of influencer marketing and brand image on the purchase intention of Maybelline products in Jakarta, with electronic word of mouth as a mediating variable. The research sample consisted of 150 respondents who were selected using convenience sampling. Data was collected using a questionnaire and analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) technique. The results of the study indicate that influencer marketing have a direct influence on purchase intention, but not an indirect one through electronic word of mouth. On the other hand, brand image has a direct positive influence on purchase intention, as well as an indirect influence through electronic word of mouth.