Electronic word of mouth and social media influencers: Their effect on purchasing decisions of 'Finally Found You' skincare package in Surabaya

Christin Mora Nainggolan (Department of Management, Faculty of Economics and Business, University of Pembangunan Nasional “Veteran” Jawa Timur)
Siti Aminah (Department of Management, Faculty of Economics and Business, University of Pembangunan Nasional “Veteran” Jawa Timur)

Journal of Management - Small and Medium Enterprises (SME's)
Vol 19 No 2 (2026): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)

This study examines the effects of electronic word of mouth (E-WOM) and social media influencers on consumer purchase decisions regarding the Finally Found You Skincare Package in Surabaya. Driven by rapid social media developments that transform consumer behavior, this quantitative research investigates how consumer reviews and influencer endorsements drive purchasing choices. Data were gathered through a survey of 108 consumers chosen via purposive sampling and examined using Partial Least Squares-Structural Equation Modeling (PLS‑SEM). The results indicate that both electronic word‑of‑mouth (E‑WOM) and social media influencers exert a positive, statistically significant influence on purchase decisions. These findings illustrate that information transmitted through social media, whether generated by consumers or influencers, significantly enhances consumer confidence and encourages buying decisions. Consequently, Finally Found You is recommended to optimize its E-WOM strategy and collaborate with credible, relevant social media influencers to effectively strengthen consumer purchase decisions in the competitive skincare market. Keywords: Electronic Word of Mouth; Social Media Influencer; Purchase Decision; Skincare Package