The Influence of Beauty Influencer (Tasya Farasya), Electronic Word of Mouth (e-WOM), and Brand Image on Purchase Intention for Somethinc Cushion in Jakarta
DOI:
https://doi.org/10.38035/gmbr.v2i2.762Keywords:
Beauty Influencer (Tasya Farasya), Electronic Word of Mouth (E-WOM), Brand Image, Purchase IntentionAbstract
This study investigates the effects of beauty influencer (Tasya Farasya), Electronic Word of Mouth (e-WOM), and brand image on consumers' purchase intention toward Somethin Cushion products in Jakarta. The research was motivated by the continued expansion of the beauty industry and the need to identify factors that shape consumers' intentions to purchase beauty products, particularly through influencer recommendations, online consumer experientes, and brand perceptions. A quantitative survey method was applied, involving 100 respondents in Jakarta. Data were obtained through questionnaires and analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) technique. The findings indicate that: (1) beauty influencer (Tasya Farasya) has no significant influence on consumers' purchase intention; (2) e-WOM has a positive and significant influence on purchase intention; and (3) brand image has a positive and significant influence on purchase intention toward Somethinc Cushion products. These results highlight the importance of maintaining a strong brand image and encouraging positive electronic word of mouth as strategies to enhance consumers' purchase intention.
References
Bancin, J. B. (2021). Citra merek dan word of mouth (Peranannya dalam keputusan pembelian mobil Nissan Grand Livina). Jakad Media Publishing.
Kotler, P., Armstrong, G., & Balasubramanian, S. (2024). Principles of marketing (19th ed.). Pearson.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson.
Schiffman, L. G., & Wisenblit, J. (2015). Consumer behavior (11th ed.). Pearson Education.
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D (Edisi ke-2). Alfabeta.
Wardhana, A. (2022). Analisis e-WOM. Dalam A. Wardhana (Ed.), Seni pemasaran kontemporer. Media Sains Indonesia.
Wardhana, A. (2024). Consumer behavior in the digital era 4.0 – edisi Indonesia. Eureka Media Aksara.
Al-Dmour, H., Al-Qawasmi, S., Al-Dmour, R., & Amin, E. B. (2022). The role of electronic word of mouth (eWOM) and the marketing mix on women’s purchasing intention of children’s dietary supplements. International Journal of Pharmaceutical and Healthcare Marketing, 16(3), 376–391. https://doi.org/10.1108/IJPHM-08-2020-0066
Basalamah, R. A. M., Umayah, A., & Wismiarsi, T. (2025). Effect of Social Media Engagement and Beauty Influencers on Purchase Intentions of Indonesian Beauty Products. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(1), 619-629. https://doi.org/10.35870/jemsi.v11i1.3756
Fera Anggraini, & Mirzam Arqy Ahmadi. (2024). 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/10.30640/jmcbus.v3i1.3450
Ryu, E. A., & Han, E. (2021). Social media influencer's reputation: Developing and validating a multidimensional scale. Sustainability, 13(2), 631. https://doi.org/10.3390/su13020631
Gómez-Rico, M., Molina-Collado, A., Santos-Vijande, M. L., López-Torres, G. C., García, J. M., Rodríguez, R., & Fernández, A. (2023). The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries. Current Psychology, 42, 12711–12727. https://doi.org/10.1007/s12144-021-02656-w
Hidayat, T. (2022). Pengaruh Kualitas Produk Terhadap Minat Beli (Studi Kasus Pada Smartphone Samsung di Neo Komunika). Eqien - Jurnal Ekonomi Dan Bisnis, 10(1), 195–202. https://doi.org/10.34308/eqien.v10i1.507
Liu, H., Jayawardhena, C., Shukla, P., Osburg, V. S., & Yoganathan, V. (2024). Electronic word of mouth 2.0 (eWOM 2.0): The evolution of eWOM research in the new age. Journal of Business Research, 176, 114587. https://doi.org/10.1016/j.jbusres.2024.114587
Maulia Putri, & Yuniarti Fihartini. (2025). The Influence of Beauty Influencers, Electronic Word of Mouth, and Brand Image on Purchase Intention of Skintific Products in Bandar Lampung. Jurnal Ilmiah Manajemen Dan Kewirausahaan, 4(3), 278–291. https://doi.org/10.55606/jimak.v4i3.4835
Napitu, R., H Sinaga, M., N Munthe, R., & Wilfrid Pangihutan Purba, J. (2024). Pengaruh Electronic Word of Mouth Dan Brand Image Terhadap Minat Beli Skincare Emina Pada Mahasiswa Fakultas Ekonomi Universitas Simalungun. Manajemen: Jurnal Ekonomi, 6(1), 78-94. https://doi.org/10.36985/dxn0sv53
Riski Andalan Lase, & Ujang Yusup. (2025). Pengaruh Citra Merek terhadap Minat Pembelian Somethinc. Journal of Management and Creative Business, 3(1), 242–250. https://doi.org/10.30640/jmcbus.v3i1.3702
Sarah Fadillah, & Kristiana Sri Utami. (2024). Pengaruh Citra Merek Dan Lokasi Outlet Terhadap Minat Beli Konsumen Di Warung Makan Ayam Geprek Preksu Cabang Warungboto Yogyakarta. Jurnal Bintang Manajemen, 2(2), 09–18. https://doi.org/10.55606/jubima.v2i2.3038
Sari, A. D., & Wikaningtyas, S. U. (2025). Pengaruh Beauty Influencer Dan Electronic Word of Mouth Terhadap Purchase Decision Melalui Brand Image Sebagai Variabel Intervening Studi Pada Konsumen Gen Z Cushion Skintific Di Yogyakarta. JURNAL EKOBIS DEWANTARA, 8(3), 1306-1321. https://doi.org/10.30738/ed_en.v8i3.4387
Sherent, S. and Husein, A.E. 2026. Pengaruh Kualitas Produk, Promosi, dan E-WOM Terhadap Keputusan Pembelian Viva Cosmetics di Kota Batam. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). 12, 2 (Apr. 2026), 1423–1433. DOI: https://doi.org/10.35870/jemsi.v12i2.6208
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Maghfira Maghfira, Asep Imam Sujoni Sungkawa, Budi Suryowati
This work is licensed under a Creative Commons Attribution 4.0 International License.
