Decoding consumer decisions: How e-WOM, brand image, and trust shape purchase intentions in the digital era
Keywords:
Brand trust, E-WOM, Brand image, Purchase decision, Purchase intentionAbstract
This study investigates the interplay of e-WOM (electronic word-of-mouth), brand image, and brand trust on purchase decisions among ERHA cosmetics users in Pekalongan City, with purchase intention posited as an intervening variable. A purposive sampling technique was employed, collecting data from 100 respondents via Google Forms distributed through Instagram and WhatsApp. The analytical model utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. Key findings indicate that while e-WOM showed a positive, albeit insignificant, effect on purchase decisions, brand image surprisingly had a negative, insignificant impact. Conversely, brand trust demonstrated a positive and significant influence on purchase decisions. Regarding purchase intention, e-WOM and brand trust both exerted a positive and significant effect, whereas brand image's effect was positive but insignificant. Notably, purchase intention significantly and positively influenced purchase decisions. However, purchase intention did not mediate the relationships between e-WOM and purchase decisions, nor between brand image and purchase decisions. Importantly, purchase intention successfully mediated the relationship between brand trust and purchase decisions. This highlights the crucial role of brand trust in driving purchase decisions through the formation of purchase intention.
References
(1) Herdyanti, L. Q., & Mansoor, A. Z. (2020). Analysing opportunity for new established acne focused skincare brand in indonesian beauty industry. European Journal of Business and Management Research, 5(2). https://doi.org/10.24018/ejbmr.2020.5.2.272
(2) Pawar, A., & Pawar, A. (2023). Crafting effective marketing strategies for global success in the beauty and cosmetic industry. IJO-International Journal of Business Management (ISSN 2811-2504), 6(12), 14-24.
(3) Sunarjo, W. A. (2023). Determinants of Purchase Intention Tendencies of Career Women On Green Products. Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan, 4(1), 121-132. https://doi.org/10.31949/entrepreneur.v4i1.3559
(4) Stankevich, A. (2017). Explaining the consumer decision-making process: Critical literature review. Journal of international business research and marketing, 2(6). https://doi.org/10.18775/jibrm.1849-8558.2015.26.3001
(5) Demirbaş, E. (2018). An overview on traditional and electronic word of mouth communication (WOM). Lectio socialis, 2(1), 16-26.
(6) Išoraitė, M. (2018). Brand image development. Ecoforum, 7(1), 0-0.
(7) Sintani, L., Ridwan, R., Kadeni, K., Savitri, S., & Ahsan, M. (2023). Understanding marketing strategy and value creation in the era of business competition. International journal of business, economics & management, 6(1), 69-77. https://doi.org/10.21744/ijbem.v6n1.2087
(8) Jain, R. A. M. Y. A. (2017). Basic branding concepts: brand identity, brand image and brand equity. International Journal of Sales & Marketing Management Research and Development, 7(4), 1-8. https://doi.org/10.24247/ijsmmrdaug20171
(9) Konuk, F. A. (2018). The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food. Journal of retailing and consumer services, 43, 304-310. https://doi.org/10.1016/j.jretconser.2018.04.011
(10) Abbasi, G. A., Keong, K. Q. C., Kumar, K. M., & Iranmanesh, M. (2022). Asymmetrical modelling to understand purchase intention towards remanufactured products in the circular economy and a closed-loop supply chain: An empirical study in Malaysia. Journal of Cleaner Production, 359, 132137. https://doi.org/10.1016/j.jclepro.2022.132137
(11) Fitri, M., Rohyani, D., & Helen, M. (2024). Factors Influencing Female Customer Loyalty in the ERHA Beauty Clinic at Gandaria City, South Jakarta. Integrated knowledge in Revolutionary Health and Science Journal, 1(1), 39-52.
(12) Parise, S., Guinan, P. J., & Kafka, R. (2016). Solving the crisis of immediacy: How digital technology can transform the customer experience. Business Horizons, 59(4), 411-420. https://doi.org/10.1016/j.bushor.2016.03.004
(13) Romadhoni, B., Akhmad, A., Naldah, N., & Rossanty, N. P. E. (2023). Purchasing decisions effect of social media marketing, electronic word of mouth (eWOM), purchase intention. Journal of Accounting and Finance Management, 4(1), 74-86. https://doi.org/10.38035/jafm.v4i1.194
(14) Subana, A. I. G., & Kerti, Y. N. N. (2019). The role of purchase intention on mediating the relationship of e-WOM and E-WOM credibility to purchase decision. Russian Journal of Agricultural and Socio-Economic Sciences, 86(2), 33-39. https://doi.org/10.18551/rjoas.2019-02.06
(15) Nurhadi, M., Suryani, T., & Fauzi, A. A. (2023). The power of website and social media for strengthening brand image, E-WoM, and purchase decision. Journal of Economics, Business, & Accountancy Ventura, 25(3), 273. https://doi.org/10.14414/jebav.v25i3.3093
(16) Bataineh, A. Q. (2015). The impact of perceived e-WOM on purchase intention: The mediating role of corporate image. International Journal of marketing studies, 7(1), 126. https://doi.org/10.5539/ijms.v7n1p126
(17) Yulindasari, E. R., & Fikriyah, K. (2022). Pengaruh e-WoM (Electronic Word of Mouth) terhadap Keputusan Pembelian Kosmetik Halal di Shopee. Journal of Islamic Economics and Finance Studies, 3(1), 55. https://doi.org/10.47700/jiefes.v3i1.4293
(18) Sanger, C. A. N. (2013). The effect of traditional and electronic word-of-mouth on purchase decision. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 1(4).
(19) Guliyev, S. (2023). The impact of brand perception and brand image on consumer purchasing behavior in Azerbaijan. Science, Education and Innovations in the context of modern problems, 6(1), 137-144. https://doi.org/10.56334/sei/6.1.5
(20) Mmutle, T., & Shonhe, L. (2017). Customers’ perception of service quality and its impact on reputation in the hospitality industry.
(21) Kovalenko, A., Dias, Á., Pereira, L., & Simões, A. (2023). Gastronomic experience and consumer behavior: Analyzing the influence on destination image. Foods, 12(2), 315. https://doi.org/10.3390/foods12020315
(22) Andrianto, N., & Aliffianto, A. Y. (2020). Brand image among the purchase decision determinants. Jurnal Studi Komunikasi, 4(3), 700-715. https://doi.org/10.25139/jsk.v4i3.2546
(23) Pramesti, D. Z., & Sujana, I. N. (2023). Pengaruh Brand Image, Brand Awareness Dan Brand Trust Terhadap Keputusan Pembelian Smartphone Merek Apple. Ekuitas: Jurnal Pendidikan Ekonomi, 11(1), 65–71. https://doi.org/10.23887/ekuitas.v11i1.61833
(24) Aulia, V. D., Sulastri, S., Maulana, A., & Rosa, A. (2023). Pengaruh Brand Image, Brand Trust dan E-Wom terhadap Keputusan Pembelian Makanan Menggunakan Jasa Shopeefood di Kota Palembang. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(1), 778–792. https://doi.org/10.47467/alkharaj.v6i1.3778
(25) Adzharuddin, N. A., Moses, I. O., & Yusoff, S. Z. (2017). The influence of brand image of Perodua Axia on consumer’s decision making. International Journal of Academic Research in Business and Social Sciences, 7(6), 1072-1087. https://doi.org/10.6007/IJARBSS/v7-i6/3067
(26) Moore, E. S., Wilkie, W. L., & Lutz, R. J. (2002). Passing the torch: intergenerational influences as a source of brand equity. Journal of Marketing, 66(2), 17-37. https://doi.org/10.1509/jmkg.66.2.17.18480
(27) Ilmiyah, K., & Krishernawan, I. (2020). Pengaruh Ulasan Produk, Kemudahan, Kepercayaan, Dan Harga Terhadap Keputusan Pembelian Pada Marketplace Shopee Di Mojokerto. Maker: Jurnal Manajemen, 6(1), 31–42. https://doi.org/10.37403/mjm.v6i1.143
(28) Muslim, M., Mubarok, R. R., & Wijaya, N. H. S. (2019). The effect of brand image, brand trust and reference group on the buying decision of sneakers. International Journal of Financial, Accounting, and Management, 1(2), 105-118. https://doi.org/10.35912/ijfam.v1i2.170
(29) Lăzăroiu, G., Neguriţă, O., Grecu, I., Grecu, G., & Mitran, P. C. (2020). Consumers’ decision-making process on social commerce platforms: Online trust, perceived risk, and purchase intentions. Frontiers in psychology, 11, 890. https://doi.org/10.3389/fpsyg.2020.00890
(30) Srivastava, D., & Sharma, R. W. (2017). Developing a model for studying the antecedents and effects of Word of Mouth (WoM) and e-WoM marketing based on literature review. Jindal Journal of Business Research, 6(1), 25-43. https://doi.org/10.1177/2278682117700307
(31) Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision support systems, 54(1), 461-470. https://doi.org/10.1016/j.dss.2012.06.008
(32) Hosfiar, C. R., Astuti, M., & Iswanto, A. H. (2021). Pengaruh Citra Merek, Kesadaran Merek dan E-Wom Terhadap Minat Beli Obat Jamu Masuk Angin Bejo Jahe Merah Di Indonesia. Syntax Literate ; Jurnal Ilmiah Indonesia, 6(10), 4920. https://doi.org/10.36418/syntax-literate.v6i10.4351.
(33) Romadhoni, B., Akhmad, A., Naldah, N., & Rossanty, N. P. E. (2023). Purchasing decisions effect of social media marketing, electronic word of mouth (eWOM), purchase intention. Journal of Accounting and Finance Management, 4(1), 74-86. https://doi.org/10.38035/jafm.v4i1.194
(34) Zhao, Y., Wang, L., Tang, H., & Zhang, Y. (2020). Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Electronic Commerce Research and Applications, 41, 100980. https://doi.org/10.1016/j.elerap.2020.100980
(35) Azizah, S., & Wardhani, N. I. K. (2023). Pengaruh Brand Image Dan Brand Trust Terhadap Minat Beli Pada E-Commerce Bukalapak Di Surabaya. Journal of Economic, Bussines and Accounting (COSTING), 7(1), 692–699. https://doi.org/10.31539/costing.v7i1.6321
(36) Benhardy, K. A., Hardiyansyah, H., Putranto, A., & Ronadi, M. (2020). Brand image and price perceptions impact on purchase intentions: mediating brand trust. Management Science Letters, 10(14), 3425-3432. https://doi.org/10.5267/j.msl.2020.5.035
(37) Ellitan, L., Harvina, L. G. D., & Lukito, R. S. H. (2022). The effect of social media marketing on brand image, brand trust, and purchase intention of somethinc skincare products in surabaya. Journal of Entrepreneurship and Business, 3(2), 104-114. https://doi.org/10.24123/jeb.v3i2.4801
(38) Hien, N. N., Phuong, N. N., Tran, T. V., & Thang, L. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management science letters, 10(6), 1205-1212. https://doi.org/10.5267/j.msl.2019.11.038
(39) Sunday, S. A., Nada, R. A., Chairul, T. P., Ni, S. P., Seprianti, P. E., Antonius, G. K. P., Aditya, W., Kristian, N. W. S., Eka, H., Putu, S. C., Yunita, P., & Mutia, U. (2022). Brand Marketing: The Art of Branding. CV. MEDIA SAINS INDONESIA.
(40) Dispar, K. A., & Anggarawati, S. (2024). Pengaruh Brand Ambassador, Brand Image, Brand Trust Terhadap Minat Beli: Sepatu Specs. Jesya, 7(1), 943–958. https://doi.org/10.36778/jesya.v7i1.1477
(41) Nosi, C., Pucci, T., Melanthiou, Y., & Zanni, L. (2022). The influence of online and offline brand trust on consumer buying intention. EuroMed Journal of Business, 17(4), 550-567. https://doi.org/10.1108/EMJB-01-2021-0002
(42) Ali, A., Xiaoling, G., Sherwani, M., & Ali, A. (2018). Antecedents of consumers’ Halal brand purchase intention: an integrated approach. Management Decision, 56(4), 715-735. https://doi.org/10.1108/MD-11-2016-0785
(43) Qazzafi, S. H. E. I. K. H. (2019). Consumer buying decision process toward products. International Journal of Scientific Research and Engineering Development, 2(5), 130-134.
(44) Ustadriatul Mukarromah, Mirtan Sasmita, & Lilis Rosmiati. (2022). Pengaruh Konten Marketing dan Citra Merek Terhadap Keputusan Pembelian dengan Dimediasi Minat Beli pada Pengguna Aplikasi Tokopedia. MASTER: Jurnal Manajemen Strategik Kewirausahaan, 2(1), 73–84. https://doi.org/10.37366/master.v2i1.444
(45) Ela, E., Tri, A. S., Hbibie, K., Bayu, I., Yulini, M, M., Febrisi, D., Nia, B. K., Lidiana, Yeni, S., Abdurohim, E, A. E., Lili, M., H, G., & Siswati, R. (2022). Dasar-Dasar Pemasaran. Ahlimedia Press (Anggota IKAPI: 264/JTI/2020).
(46) Shah, S. S. H., Aziz, J., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M., & Sherazi, S. K. (2012). The impact of brands on consumer purchase intentions. Asian Journal of Business Management, 4(2), 105-110.
(47) Sanjaya, S., & Budiono, H. (2021). Pengaruh Penggunaan Sosial Media Dan E-Wom Terhadap Keputusan Pembelian Di Mediasi Kepercayaan. Jurnal Manajerial Dan Kewirausahaan, 3(4), 1147. https://doi.org/10.24912/jmk.v3i4.13510
(48) Chatzipanagiotou, K., Azer, J., & Ranaweera, C. (2023). E-WOM in the B2B context: Conceptual domain, forms, and implications for research. Journal of Business Research, 164, 113957.
(49) Ika, D., Jalantina, K., Manajemen, P. S., & Pandanaran, U. (2022). The Role Of Brand Trust As An Intervening Variable In Online Customer Purchase Decision Analysis Of Beautyproducts The Body Shop Indonesia In The City Of Semarang Dyah Ika Kirana Jalantina. 11(01), 484–494.
(50) Putri, S. Y., Meria, L., & Amroni. (2023). Pengaruh Persepsi Nilai Dan Kepercayaan Terhadap Keputusan Pembelian Yang Di Mediasi Oleh Minat Beli. Technomedia Journal, 8(1SP), 92–107. https://doi.org/10.33050/tmj.v8i1sp.2070
(51) Samosir, M. (2022). Pengaruh Celebrity Endorser, Electronic Word of Mouth, Dan Media Sosial Terhadap Keputusan Pembelian Konsumen Scarlett Whitening. Perpustakaan UMBY Kampus 3 WHITENING, 4(1), 88–100.
(52) Amin, A. M., & Yanti, F. (2021). INVEST : Jurnal Inovasi Bisnis dan Akuntansi Motivation On The Decision To Purchase Korean Skincare Products Nature Republic Motivasi Terhadap Keputusan Pembelian Produk Skincare Korea Nature Republic. 2(1), 1–14. https://doi.org/10.55583/invest.v2i1.111
(53) Roy, K., Paul, U. K., Tiwari, S., & Mookherjee, A. (2024). Impact of electronic word of mouth (e-WOM) on purchasing decisions: An empirical study. Benchmarking: An International Journal. https://doi.org/10.1108/BIJ-08-2024-0642
(54) Rohman, I. Z., & Indaryadi, A. I. K. (2020). Pengaruh celebrity endorser, brand image, brand loyalty, dan perceived quality terhadap minat beli konsumen dan dampaknya terhadap intensi rekomendasi. Jurnal Kajian Manajemen Bisnis, 9(2), 80. https://doi.org/10.24036/jkmb.10955000
(55) Tarabieh, S. M. Z. A. (2021). The impact of greenwash practices over green purchase intention: The mediating effects of green confusion, Green perceived risk, and green trust. Management Science Letters, 11(2), 451-464. https://doi.org/10.5267/j.msl.2020.9.022
(56) Khan, S. N., & Mohsin, M. (2017). The power of emotional value: Exploring the effects of values on green product consumer choice behavior. Journal of cleaner production, 150, 65-74. https://doi.org/10.1016/j.jclepro.2017.02.187
(57) Azizah, S., & Wardhani, N. I. K. (2023). Pengaruh Brand Image Dan Brand Trust Terhadap Minat Beli Pada E-Commerce Bukalapak Di Surabaya. Journal of Economic, Bussines and Accounting (COSTING), 7(1), 692–699. https://doi.org/10.31539/costing.v7i1.6321
(58) Alviansyach, M. Y., Rianto, M. R., Woestho, C., Bukhari, E., & Widjanarko, W. (2024). Pengaruh Electronic Word of Mouth (e-WOM) dan Social Media Marketing Terhadap Keputusan Pembelian Melalui Minat Beli Sebagai Variabel Intervening pada Akomodasi Tiket.com di Jabodetabek. Indonesian Journal of Economics and Strategic Management (IJESM), 2(1), 617–630.
(59) Ratnam, D., Salim, E., & Charli, C. O. (2024). Pengaruh Brand Image dan Marketing Mix terhadap Keputusan Pembelian melalui Minat Beli Sebagai Variabel Intervening pada Gemilang Smartphone Andalas. Jurnal Pendidikan Tambusai, 8(1), 11371–11380.
(60) Sahabuddin, R., Arif, H. M., Manai, S. D., & Suryani, D. (2023). Jurnal Ilmiah Manajemen dan Bisnis ( JIMBI ) The Influence of Brand Image , Product Quality , and Price on Buying. 4(2), 230–237. https://doi.org/10.31289/jimbi.v4i2.2775
(61) Purwati, A., & Cahyanti, M. M. (2022). Pengaruh Brand Ambassador Dan Brand Image Terhadap Minat Beli Yang Berdampak Pada Keputusan Pembelian. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 11(1), 32–46. https://doi.org/10.46367/iqtishaduna.v11i1.526
Downloads
Published
Conference Proceedings Volume
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.