PERAN SOCIAL MEDIA INFLUENCER DAN E-WOM DALAM MEMBENTUK PURCHASE INTENTION MELALUI BRAND TRUST DAN BRAND IMAGE
Abstract
Peningkatan penggunaan media sosial dan social commerce menjadikan social media influencer dan E-WOM sebagai elemen penting dalam pembentukan perilaku niat pembelian konsumen Gen Z. Penelitian ini bertujuan menganalisis pengaruh Social Media Influencer dan E-WOM terhadap Purchase Intention melalui peran mediasi Brand Trust dan Brand Image pada pengguna TikTok Shop produk Glad2Glow. Metode penelitian menggunakan pendekatan kuantitatif dengan 200 responden Gen Z di Kota Semarang yang mengetahui produk melalui influencer Reizuka Ari, dan data diolah menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa Social Media Influencer dan E-WOM berpengaruh positif signifikan terhadap Brand Trust dan Brand Image, serta Brand Trust dan Brand Image berpengaruh positif signifikan terhadap Purchase Intention. Social Media Influencer dan E-WOM tidak berpengaruh terhadap Purchase Intention. Brand Trust dan Brand Image terbukti memediasi pengaruh Social Media Influencer dan E-WOM terhadap Purchase Intention. Temuan ini menegaskan bahwa purchase intention Gen Z lebih dipengaruhi oleh persepsi terhadap kualitas, kredibilitas, dan reputasi merek dibanding sekadar terpaan influencer atau E-WOM. Penelitian ini menyarankan agar Glad2Glow memperkuat strategi pembangunan brand trust dan brand image, meningkatkan kualitas informasi produk, serta memastikan kredibilitas influencer dan E-WOM untuk mengoptimalkan terbentuknya purchase intention.
References
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Heding, T., Knudtzen, C., & Bjerre, M. (2008). Brand Management Research, Theory and Practice. Routledge.
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Muzaki, A., Wibowo, S. F., & Sari, D. A. P. (2024). Analisa Faktor-Faktor yang mempengaruhi Niat Pembelian Konsumen pada Platform Social Commerce: Studi Kasus Konsumen Tiktok Shop di Jakarta. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 9(3), 2240–2252. https://doi.org/10.30651/jms.v9i3.23080
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Nurhayani, E., & Abadi, F. (2024). Pengaruh EWOM, Social Media Usage, Brand Image dan Firm’s Brand Reputation terhadap Purchase Intention. JIMEA: Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 8(2), 1600–1629. https://doi.org/10.31955/mea.v8i2.4143
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Pramesti, E. A., & Rubiyanti, R. N. (2023). The Effect of Social Media Influencer on Purchase Intention with Brand Image and Customer Engagement as Intervening Variables. Journal of International Conference Proceedings, 6(2), 211–221. https://doi.org/10.32535/jicp.v6i2.2384
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Putri, F. E. V. S., & Tiarawati, M. (2021). Ilomata International Journal of Management (IJJM) The Effect of Social Media Influencer and Brand Image on Online Purchase Intention During The Covid-19 Pandemic. Ilomata International Journal of Management (IJJM), 2(3), 163–171.
Putri, S. A., Safitri, M., Yovita, L., & Oktavia, V. (2024). Pengaruh E-Wom terhadap Keputusan Pembelian Brand Uniqlo Dengan Brand Image & Brand Trust Sebagai Variabel Mediasi (Studi Kasus : Mahasiswa FEB Universitas Dian Nuswantoro Semarang). INNOVATIVE: Journal Of Social Science Research, 4(1), 5988–6003. https://doi.org/10.31004/innovative.v4i1.8270
Qadri, R. A., Sinambela, F. A., & Ana. (2023). The Impact of EWOM on Purchase Intentions by Mediating Brand Image, Satisfaction and Trust in E-commerce in Indonesia. Wiga : Jurnal Penelitian Ilmu Ekonomi, 13(2), 138–152. https://doi.org/10.30741/wiga.v13i2.1128
Riki, R., Amron, A., & Wismantoro, Y. (2024). Analysis of the Strategy for Using the TikTok Application as a Promotional Media in Increasing Consumers’ Purchase Intention (Beauty and Care Products). Proceedings of the Sixth International Conference on Applied Economics and Social Science (ICAESS 2024), 388–404. https://doi.org/10.2991/978-94-6463-640-6_28
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Solis, B., & Webber, A. (2012). The Rise of Digital Influence: A “How-to” Guide for Businesses to Spark Desirable effects and Outcomes through Social Media Influence. Altimeter Group.
Sorooshian, S. (2025). Influencer Marketing: Service Supplier Selection. Management Decision, 63(13), 146–173. https://doi.org/10.1108/MD-12-2023-2366
Sulistiyono, T. P., & Assyarofi, M. R. (2024). Kepercayaan Konsumen sebagai Mediator: Menghubungkan Influencer dan Kualitas Produk dengan Niat Beli di TikTok. EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 3(6), 1731–1741.
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Sylvia, S., & Ramli, A. H. (2023). The Influence of E-WOM on Purchase Intention with Brand Image as a Mediation Variable. JIMKES: Jurnal Ilmiah Manajemen Kesatuan, 11(3), 1535–1544. https://doi.org/10.37641/jimkes.v11i3.2307
Tafolli, F., Qema, E., & Hameli, K. (2024). The Impact of Electronic Word-of-Mouth on Purchase Intention through Brand Image and Brand Trust in the Fashion Industry: Evidence from a Developing Country. Research Journal of Textile and Apparel, 1–17. https://doi.org/10.1108/RJTA-07-2024-0131
Tan, L. L. (2025). Skincare Influencers’ Impact on Purchase Intention – Brand Image as Mediator. Journal of Contemporary Marketing Science, 8(1), 20–36. https://doi.org/10.1108/jcmars-01-2024-0001
Wardhani, Y. P., Susanti, N., & Cempena, I. B. (2025). The Influence of Social Media Influencer on Purchase Intention with Brand Awareness and Brand Image as Mediating Variable. IJEC: International Journal of Economics, 4(2), 750–712. https://doi.org/10.55299/ijec.v4i2.1073
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Albayrak, M., & Ceylan, C. (2021). Effect of eWom on Purchase Intention: Meta-Analysis. Data Technologies and Applications, 55(5), 810–840. https://doi.org/10.1108/DTA-03-2020-0068
Anabella, T. A., & Kohardinata, C. (2025). Pengaruh Celebrity Endorser terhadap Purchase Decision dengan Brand Image sebagai Variabel Intervening pada Skincare Koerx Gorjes. JIMEA: Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 9(3), 440–464.
Aprilliani, L., & Aquinia, A. (2024). Pengaruh Social Media Influencer dan Brand Attitude terhadap Purchase Intention (Studi pada Produk Emina di Kota Semarang). COSTING:Journal of Economic, Business and Accounting, 7(2), 3576–3584.
Arwachyntia, S. S., & Sijabat, R. (2022). Analisa Pengaruh Social Media Influencer dan Social Media Marketing terhadap Brand Image serta Dampaknya pada Purchase Intention (Studi Kasus pada Perawatan Wajah Pria). Jurnal Perilaku Dan Strategi Bisnis, 10(1), 1–20. https://doi.org/10.26486/jpsb.v10i1.2548
Asosiasi Penyelenggara Jasa Internet Indonesia (APJII). (2025). Survei Penetrasi Internet dan Perilaku Penggunaan Internet 2025.
Bambauer-Sachse, S., & Mangold, S. (2011). Brand Equity Dilution through Negative Online Word-of-Mouth Communication. Journal of Retailing and Consumer Services, 18(1), 38–45. https://doi.org/10.1016/j.jretconser.2010.09.003
Brandes, B. (2025, September 4). Recommendations for how to do better influencer marketing: What was once an experimental channel has become an essential part of today’s marketing landscape. Brenna Brandes, Global Marketing Services Manager, explains. WFA. https://www.wfanet.org/knowledge/item/2025/09/04/recommendations-for-how-to-do-better-influencer-marketing#wlPostAttachments
Cahyani, D. S. (2023). Pengaruh Electronic Word of Mouth (E-WOM) terhadap Niat Beli Produk Kosmetik Halal yang Dimediasi oleh Sikap: Perspektif ELM (Elaboration Likelihood Model). Indonesian Journal of Economics, Business, Accounting, and Management, 01(04), 51–68.
Cao, T., & Nguyen, T. H. (2025). The impact of TikTok Advertising Content on Purchase Intention: the Roles of Brand Awareness, Brand Image, Age, and Income Groups. Asia Pacific Journal of Marketing and Logistics, 1–18. https://doi.org/10.1108/apjml-11-2024-1700
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65, 81–93.
Edelman Trust Barometer. (2024). Brands and Politics Special Report.
Edelman Trust Barometer. (2025). Special Report: Brand Trust, From We to Me.
Fadillah, A. I., Yuningsih, E., & Palahudin. (2025). Pengaruh Influencer dan Social Media Marketing Terhadap Purchase Intention yang Dimediasi oleh Trust pada Pengguna Lazada Gen Z di Kota Bogor. Community Engagement & Emergence Journal, 6(3), 1776–1793.
FastMoss. (2025). Peringkat Pencarian Toko Populer. FastMoss. https://www.fastmoss.com/id/shop-marketing/hotTiktok?region=ID&date_type=3&date_value=2024-10&page=1&pagesize=10
Febriyanti, A. R., Riorini, S. V., Sajidah, A. H., & Pane, I. T. N. (2024). Pengaruh Social Media Influencer pada Brand Trust Terhadap Purchase Intention Produk Skincare di JABODETABEK. Jurnal Ilmiah Wahana Pendidikan, 10(10), 61–68. https://doi.org/10.5281/zenodo.11315240
Goca, I. G. P. A. W., Sawitri, N. P. Y. R., & Wijayanthi, N. P. P. A. (2024). Analisa Pengaruh Influencer dan Social Media Marketing terhadap Brand Image serta Dampaknya pada Purchase Intention. Juremi: Jurnal Riset Ekonomi, 4(2), 491–502.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis Eighth Edition. Cengage Learning EMEA.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Springer.
Halim, E., & Karami, R. H. (2020). Information Systems, Social Media Influencers and Subjective Norms Impact to Purchase Intentions in E-commerce. International Conference on Information Management and Technology (ICIMTech).
Heding, T., Knudtzen, C., & Bjerre, M. (2008). Brand Management Research, Theory and Practice. Routledge.
Innes, M. (2025, June 4). Most B2B Marketers Say Influencer Marketing One of ‘Most Effective Strategies’ . Marketing Week. https://www.marketingweek.com/b2b-marketers-influencer-effective/
Jamil, R. A., Qayyum, U., ul Hassan, S. R., & Khan, T. I. (2024). Impact of Social Media Influencers on Consumers’ Well-Being and Purchase Intention: A TikTok Perspective. European Journal of Management and Business Economics, 33(3), 366–385. https://doi.org/10.1108/EJMBE-08-2022-0270
Li, S., Cao, T., & Xu, J. (2025). The Influences of Brand Ethnicity on Chinese Consumers’ Crand Attachment, Brand Trust and Purchase Intention: Focused on Domestic Brand. Asia Pacific Journal of Marketing and Logistics, 1–20. https://doi.org/10.1108/APJML-07-2024-0933
Maharani, O., Aqmala, D., Pakarti, P., & Hariyadi, G. T. (2024). Peran Brand Ambassador, Brand Image dan Viral Marketing pada Minat Beli Konsumen Produk Skincare Scarlett Whitening. JIMEA: Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 8(2), 2161–2185.
Munir, T., & Watts, S. (2025). Power of Social Media Influencers on Brand Awareness, Value, and Consumer Purchases. Spanish Journal of Marketing - ESIC, 1–20. https://doi.org/10.1108/SJME-02-2024-0030
Muzaki, A., Wibowo, S. F., & Sari, D. A. P. (2024). Analisa Faktor-Faktor yang mempengaruhi Niat Pembelian Konsumen pada Platform Social Commerce: Studi Kasus Konsumen Tiktok Shop di Jakarta. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 9(3), 2240–2252. https://doi.org/10.30651/jms.v9i3.23080
Nadia, N., TN Anisah, & Eni Andari. (2023). The Role of Brand Preference as Moderation in the Relationship between Social Media Influencer, Brand trust, and Purchase Intention. International Journal of Economics (IJEC), 2(1), 102–110. https://doi.org/10.55299/ijec.v2i1.413
Nurhayani, E., & Abadi, F. (2024). Pengaruh EWOM, Social Media Usage, Brand Image dan Firm’s Brand Reputation terhadap Purchase Intention. JIMEA: Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 8(2), 1600–1629. https://doi.org/10.31955/mea.v8i2.4143
Nurlatifah, F., Ariyanti, M., & Iskamto, D. (2025). The Effect of Social Media Marketing On Purchase Intention: The Mediating Role of Brand Image and Brand Trust. Quality - Access to Success, 26, 443–450. https://doi.org/10.47750/QAS/26.205.45
Pramesti, E. A., & Rubiyanti, R. N. (2023). The Effect of Social Media Influencer on Purchase Intention with Brand Image and Customer Engagement as Intervening Variables. Journal of International Conference Proceedings, 6(2), 211–221. https://doi.org/10.32535/jicp.v6i2.2384
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu. Pustaka Setia.
Putri, F. E. V. S., & Tiarawati, M. (2021). Ilomata International Journal of Management (IJJM) The Effect of Social Media Influencer and Brand Image on Online Purchase Intention During The Covid-19 Pandemic. Ilomata International Journal of Management (IJJM), 2(3), 163–171.
Putri, S. A., Safitri, M., Yovita, L., & Oktavia, V. (2024). Pengaruh E-Wom terhadap Keputusan Pembelian Brand Uniqlo Dengan Brand Image & Brand Trust Sebagai Variabel Mediasi (Studi Kasus : Mahasiswa FEB Universitas Dian Nuswantoro Semarang). INNOVATIVE: Journal Of Social Science Research, 4(1), 5988–6003. https://doi.org/10.31004/innovative.v4i1.8270
Qadri, R. A., Sinambela, F. A., & Ana. (2023). The Impact of EWOM on Purchase Intentions by Mediating Brand Image, Satisfaction and Trust in E-commerce in Indonesia. Wiga : Jurnal Penelitian Ilmu Ekonomi, 13(2), 138–152. https://doi.org/10.30741/wiga.v13i2.1128
Riki, R., Amron, A., & Wismantoro, Y. (2024). Analysis of the Strategy for Using the TikTok Application as a Promotional Media in Increasing Consumers’ Purchase Intention (Beauty and Care Products). Proceedings of the Sixth International Conference on Applied Economics and Social Science (ICAESS 2024), 388–404. https://doi.org/10.2991/978-94-6463-640-6_28
Romadhon, F., & Mahmud. (2024). Peningkatan Keputusan Pembelian pada Produk Converse: Peran Kualitas Produk, E-WOM, dan Kesadaran Merek. Innovative: Journal Of Social Science Research, 4(4), 5706–5721. https://doi.org/10.31004/innovative.v4i4.13776
Sahir, S. H. (2021). Metodologi Penelitian. Penerbit KBM Indonesia.
Sihombing, P. R., Arsani, A. M., Oktaviani, M., Nugraheni, R., Wijaya, L., & Muhammad, I. (2024). Aplikasi Smartpls 4.0 untuk Statistisi Pemula. Minhaj Pustaka.
Solis, B., & Webber, A. (2012). The Rise of Digital Influence: A “How-to” Guide for Businesses to Spark Desirable effects and Outcomes through Social Media Influence. Altimeter Group.
Sorooshian, S. (2025). Influencer Marketing: Service Supplier Selection. Management Decision, 63(13), 146–173. https://doi.org/10.1108/MD-12-2023-2366
Sulistiyono, T. P., & Assyarofi, M. R. (2024). Kepercayaan Konsumen sebagai Mediator: Menghubungkan Influencer dan Kualitas Produk dengan Niat Beli di TikTok. EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 3(6), 1731–1741.
Syaharani, M. (2023, September 27). Sejarah Tiktok Shop, Kini Dilarang Jualan dan Transaksi di Indonesia. Katadata.Co.Id. https://katadata.co.id/ekonopedia/sejarah-ekonomi/6513cd1a715f4/sejarah-tiktok-shop-kini-dilarang-jualan-dan-transaksi-di-indonesia
Sylvia, S., & Ramli, A. H. (2023). The Influence of E-WOM on Purchase Intention with Brand Image as a Mediation Variable. JIMKES: Jurnal Ilmiah Manajemen Kesatuan, 11(3), 1535–1544. https://doi.org/10.37641/jimkes.v11i3.2307
Tafolli, F., Qema, E., & Hameli, K. (2024). The Impact of Electronic Word-of-Mouth on Purchase Intention through Brand Image and Brand Trust in the Fashion Industry: Evidence from a Developing Country. Research Journal of Textile and Apparel, 1–17. https://doi.org/10.1108/RJTA-07-2024-0131
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Published
2026-03-23
How to Cite
Azari, S., Pakarti, P., Amron, A., & Mahmud, M. (2026). PERAN SOCIAL MEDIA INFLUENCER DAN E-WOM DALAM MEMBENTUK PURCHASE INTENTION MELALUI BRAND TRUST DAN BRAND IMAGE. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(1), 1912-1941. https://doi.org/10.31955/mea.v10i1.7270
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Articles
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