Influencer marketing, brand image, and e-WOM: Driving purchase decisions through social media

Auretha Diva Nur Ferasari (Faculty of Economic and Business, Muhammadiyah Magelang University)
Diesyana Ajeng Pramesti (Faculty of Economic and Business, Muhammadiyah Magelang University)
Ida Uliyah (Faculty of Economic and Business, Muhammadiyah Magelang University)
Marlina Kurnia (Faculty of Economic and Business, Muhammadiyah Magelang University)
Yunita Anggarini (Faculty of Economic and Business, Muhammadiyah Magelang University)
Muji Mranani (Faculty of Economic and Business, Muhammadiyah Magelang University)

Journal of Management and Digital Business
Vol. 6 No. 2 (2026): Journal of Management and Digital Business

This study examines the influence of influencer marketing, brand image, and electronic word of mouth (e-WOM) on consumers’ purchasing decisions through social media platforms. As social media increasingly shapes consumer behavior, understanding these determinants is crucial for businesses seeking to strengthen their digital marketing strategies. A quantitative research approach was employed, using a survey of 250 consumers who have made purchasing decisions for Maybelline lipstick products on the Shopee e-commerce platform. Data analysis in this study was conducted using multiple linear regression. The results reveal that e-WOM exerts the most significant influence on purchasing decisions, while influencer marketing and brand image show a positive but not significant influence. These findings highlight that authentic peer recommendations remain more persuasive than promotional influencer content or established brand perceptions.