THE INFLUENCE OF DIGITAL INFLUENCERS, INTERACTION AND E-WOM ON BRAND IMAGE AND CONSUMERS’ PURCHASE INTENTION
Keywords:
Brand Image; Digital Influencer; Electronic Word of Mouth; Interaction; Consumers Purchase Intention
Abstract
This study aims to analyze the influence of digital influencers, interaction, and electronic word of mouth on brand image and its implications on consumers' purchase intention for sunscreen products in Indonesia. The background of this study is based on the increasing competition in the skincare industry and the shift in consumer behavior towards digital media. The research method used is a quantitative approach with data collection through questionnaires to sunscreen consumers in Indonesia. The data was analyzed using Structural Equation Modeling with the help of AMOS software to test the relationship between variables. The results showed that digital influencers had a positive effect on consumers purchase intention, interaction and electronic word of mouth had a positive effect on brand image, and Brand Image had a positive effect on consumers purchase intention. The conclusion of this study shows that digital marketing strategies play an important role in building brand image and encouraging consumer purchase intention. The implications of this research are expected to serve as a reference for sunscreen industry players in designing more effective digital marketing strategies, as well as providing recommendations for further research.
References
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Sokolova, K., dan Kefi, H. (2021). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial Interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Amarullah, D., Handriana, T., & Maharudin, A. (2022). e-WoM Credibility, Trust, Perceived Risk, and Purchase Intention in the Context of E-Commerce: Moderating Role of Online Shopping Experience. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 11(1), 61–83. https://doi.org/DOI : http://dx.doi.org/10.26418/jebik.v11i1.50594
Ananda, D. P., dan Thamrin. (2025). The influence of social media marketing and electronic word of mouth on Azarine sunscreen purchase intention through Brand Image on TikTok users in Padang City. Jurnal Santhet, 5(1), 1–15.
Anggraini, F., dan Ahmadi, M. A. (2025). Pengaruh Influencer Marketing terhadap Keputusan Pembelian Produk Kecantikan di Kalangan Generasi Z : Literature Review. Journal of Management and Creative Business, 3(1), 62–73. https://doi.org/https://doi.org/10.30640/jmcbus.v3i1.3450
Annisa, R. F. M., dan Yusran, H. L. (2022). Pengaruh Beauty Influencer Terhadap Purchase Intention Melalui Brand Image. International Journal of Demos, 4(3). https://doi.org/https://doi.org/10.37950/ijd.v4i3.285
Direktorat Jenderal Kesehatan Lanjutan. (2024, 12 Juni). Pentingnya menggunakan sunscreen. Kementerian Kesehatan Republik Indonesia. https://keslan.kemkes.go.id/view_artikel/3449/pentingnya-menggunakan-sunscreen
Eslami, S. P., Ghasemaghaei, M., dan Hassanei, K. (2021). Understanding consumer engagement in social media : The role of product lifecycle. ELSEVIER, 162, 113707. https://doi.org/10.1016/j.dss.2021.113707
Guan, L. L., Lim, H. W., dan Mohammad, T. F. (2021). Sunscreens and Photoaging : A Review of Current Literature. American Journal of Clinical Dermatology, 22(6), 819–828. https://doi.org/10.1007/s40257-021-00632-5
Hair Jr., J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., Ray, S. et al. (2021). Evaluation of Reflective Measurement Models. In Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Classroom Companion: Business (pp. 75-90). Springer. https://doi.org/10.1007/978-3-030-80519-7_4
Hermawan, A., dan Yusran, H. L. (2017). Penelitian bisnis: Pendekatan kuantitatif (Edisi pertama). Kencana.
Imaaduddin, M., Susan, M., dan Tresnati, R. (2022). Pengaruh Brand Image dan Brand Association terhadap Purchase Intention Pengguna Marketplace Weddingku di Indonesia. Journal of Global Business and Management Review, 4(2), 27–33. https://doi.org/10.37253/jgbmr.v4i2.7205
Irdasyah, R. R., Risqiani, R., dan Margaretha, F. (2022). The Influence of Social Media Marketing Activities, Brand Awareness, Brand Image, Against Purchase Intention. Jurnal Economic Resources, 5(2), 402–416.
Kotler, P., dan Keller, K. L. (2021). Marketing Management (15th ed.). Pearson.
Kristinawati, A. (2021). Pengaruh Brand Image, Perceived Quality, dan e-WoM terhadap Purchase Intention Mobil di Jakarta. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(5), 524–529. https://doi.org/https://doi.org/10.24912/jmbk.v5i5.13305
Lim, X. J., Radzol, A. R. M., Cheah, J. H., dan Wong, M. W. (2021). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 11(1), 19–36. https://doi.org/10.14707/ajbr.210094
Nawiyah, Kaemong, R. C., Arifin, M., dan Muhammad, F. (2023). Penyebab Pengaruhnya Pertumbuhan Pasar Indonesia terhadap Produk Skincare Lokal pada Tahun 2022. 1390–1396.
Panjaitan, R. (2022). Mediating Role of Customer Engagement : Brand Image Enhancement from Social-Media Marketing. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreeneurship, 12(1), 11–21. https://doi.org/http://dx.doi.org/10.30588/jmp.v12i1.971
Prihadini, D., Krishantoro, dan Nanda, I. F. (2023). Pengaruh Electronic Word Of Mouth dan Brand Image terhadap Keputusan Pembelian Sunscreen Azarine ( Survei pada pengguna aplikasi tiktok ). Jurnal Vokasi Administrasi Bisnis, 4(2), 84–94. https://doi.org/https://doi.org/10.31334/abiwara.v4i2.3188
Regina, T. (2024). Dampak Media Sosial terhadap Keputusan Pembelian Konsumen Generasi Z. KOMPLEKSITAS (Jurnal Manajemen, Organisasi, Dan Bisnis), 13(01), 50–57.
Sekaran, U., dan Bougie, R. (2020). Research Methods for Business (8th ed.). Chichester: Wiley.
Seruni, N. N. A., Suryaniadi, S. M., dan Dewi, N. I. K. (2024). Pengaruh Influencer Marketing terhadap Minat Pembelian Produk Kecantikan Brand Azarine pada Generasi Z: Studi Kasus Kabupaten Badung. Jurnal Ilmiah MEA, 8(3), 885–900. https://doi.org/https://doi.org/10.31955/mea.v8i3.4534
Sintiya, M. A., Aziz, N., dan Praharjo, A. (2023). The Influence of Electronic Word of Mouth ( e-WOM ) and Brand Awareness on Purchase Decision. Jurnal Manajemen Bisnis Dan Kewirausahaan, 3(2), 111–119. https://doi.org/10.22219/jamanika.v3i02.27361
Sitorus, K. M. N., dan Siregar, Z. (2025). Konsumen Terhadap Minat Beli Produk The Originote di Shopee Pada Mahasiswa Prodi Manajemen Unimed. Jurnal Arastirma, 5(1), 84–95. https://doi.org/ttps://doi.org/10.32493/jaras.v5i1.41710
Sokolova, K., dan Kefi, H. (2021). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial Interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Published
2026-04-21
How to Cite
Akhmad, N., Yusran, H. L., & Raja, R. P. A. (2026). THE INFLUENCE OF DIGITAL INFLUENCERS, INTERACTION AND E-WOM ON BRAND IMAGE AND CONSUMERS’ PURCHASE INTENTION. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(1), 2766-2779. https://doi.org/10.31955/mea.v10i1.7329
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Articles
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