The Influence of Social Media Influencer and Electronic Word of Mouth Mediated By Brand Image on Purchase Intention at Eternamoore Beauty Clinic Makassar
DOI:
https://doi.org/10.31933/dijdbm.v4i5.2008Keywords:
Social Media Influencer, Electronic Word of Mouth, Brand Image, Purchase IntentionAbstract
This article investigates the effect between social media influencer and electronic word of mouth mediated by brand image on purchase intention at Eternamoore Beauty Clinic Makassar through descriptive-quantitative research. We test the hypotheses of 117 respondents from Eternamoore’s Instagram followers and used the Structural Equation Modelling with PLS. The result reveal that social media influencer exhibit better for brand image. Electronic word of mouth has significant and positive effect on brand image. Whereas the social media influencer has unsignificant effects on purchase intention, brand image mediates this effect. Electronic word of mouth can enhance purchase intention. Additionally, the moderated mediation analysis result revealed that the indirect effect of electronic word of mouth on purchase intention is positively moderated by brand image. These results provide a better understanding of the influencer and e-WOM and offer important contribution to the social media marketing and add valuable insights for practitioners to advance the use of Influencers and e-WOM.
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Plidtookpai, N., & Yoopetch, C. (2021). The electronic word-of-mouth (Ewom) trustworthiness, brand image and other determinants of purchase intention of the middle class to luxury hotel services. Kasetsart Journal of Social Sciences, 42(1), 61–68. https://doi.org/10.34044/j.kjss.2021.42.1.10
Romadhoni, B., & Nurhikmah, S. (2018). the Effect of Brand Awareness and Brand Attitude on Consumer Purchase Interest in Indihome Products in the Telecommunications ( Witel ) Area of Makassar. 14, 165–172.
Ruslan, R., Mappatompo, A., & Syafaruddin, S. (2021). PENGARUH LOKASI, PELAYANAN DAN CITRA TERHADAP GAYA HIDUP DAN MINAT BELI MASYARAKAT DI MAKASSAR MALL. COMPETITIVENESS, 10(2), 157–171. https://doi.org/10.26618/COMPETITIVENESS.V10I2.6598.G4289
Young-Ae, L., & Gyu-Ju, H. (2020). A study on the influence of social media experiences and influencers on consumers’ social media satisfaction and purchase intention. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 15(??68?), 171–181.
Zhao, Y., Wang, L., Tang, H., & Zhang, Y. (2020). Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Undefined, 41. https://doi.org/10.1016/J.ELERAP.2020.100980
Ali Soomro, Y., Baeshen, Y., Alfarshouty, F., Abbas Kaimkhani, S., & Yaseen Bhutto, M. (2021). The Impact of Guerrilla Marketing on Brand Image: Evidence from Millennial Consumers in Pakistan. Journal of Asian Finance, Economics and Business, 8(4), 917–0928. https://doi.org/10.13106/jafeb.2021.vol8.no4.0917
Andreki, P. H. A., & Yazdanifard, R. (2014). Is E-Marketing the Future of Marketing Field. American Journal of Industrial and Business Management, 04(07), 333–336. https://doi.org/10.4236/ajibm.2014.47040
Anna, L. K. (2018). Korea Selatan Masih Jadi Kiblat Kecantikan Wanita Indonesia. Kompas.Com. https://lifestyle.kompas.com/read/2018/08/20/173500420/korea-selatan-masih-jadi-kiblat-kecantikan-wanita-indonesia
Aprilia, F., & Kusumawati, A. (2021). Influence of Electronic Word of Mouth on Visitor’s Interest to Tourism Destinations. The Journal of Asian Finance, Economics and Business, 8(2), 993–1003. https://doi.org/10.13106/JAFEB.2021.VOL8.NO2.0993
Balaban, D. C., & Racz, R. G. (2020). Social Media In?uencer Advertising versus Advertising on Social Media Account of a Brand. Evidence from an Experimental Design. Journal of Media Research, 13(3 (38)), 45–54. https://doi.org/10.24193/jmr.38.3
Benchmark Report. (2022). The State of Influencer Marketing 2022: Benchmark Report. https://influencermarketinghub.com/influencer-marketing-benchmark-report/
Chekima, B., Chekima, F. Z., & Adis, A.-A. A. (2020). Social Media Influencer in Advertising: The Role of Attractiveness, Expertise and Trustworthiness. Journal of Economics and Business, 3(4). https://doi.org/10.31014/aior.1992.03.04.298
CNBC Indonesia. (2022). Begini Tren Bisnis Kecantikan & Klinik Estetika di 2022. https://www.cnbcindonesia.com/lifestyle/20220121110637-35-309317/begini-tren-bisnis-kecantikan-klinik-estetika-di-2022
Dempsey, E. (2016). Betting on Guerrilla Marketing?: An Investigation of the Impact of Outdoor Guerrilla Advertising by Paddy Power on the Brand Engagement of Irish Male Millennials Author?: Eimear Dempsey MSc in Marketing National College of Ireland Submitted to the Nationa. August, 1–74.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59(May 2020), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
FIRMANSYAH, L. M. (2022, November 2). Berapa Pengguna Internet Indonesia per 2022? Berikut Datanya.
Giang Nam, L., & Thái Dân, H. (2018). Impact of social media Influencer marketing on consumer at Ho Chi Minh City. The International Journal of Social Sciences and Humanities Invention, 5(05), 5. https://doi.org/10.18535/ijsshi/v5i5.10
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
Hair, J., Hollingsworth, C. L., Randolph, A. B., & Chong, A. Y. L. (2017). An updated and expanded assessment of PLS-SEM in information systems research. Industrial Management & Data Systems, 117(3), 442–458. https://doi.org/10.1108/IMDS-04-2016-0130
Hermanda, A., Sumarwan, U., & Tinaprilla, D. N. (2019). THE EFFECT OF SOCIAL MEDIA INFLUENCER ON BRAND IMAGE, SELF-CONCEPT, AND PURCHASE INTENTION. Journal of Consumer Sciences, 4(2), 76–89. https://doi.org/10.29244/JCS.4.2.76-89
Imam Ghozali, & Hengky Latan. (2014). Partial Least Squares Konsep, Metode dan Aplikasi Menggunakan Program WARPPLS 4.0 (2nd ed.). Badan Penerbit Universitas Diponegoro.
Napawut, W., Siripipatthanakul, S., Phayaphrom, B., Siripipattanakul, S., & Limna, P. (2022). The Mediating Effect of E-WOM on the Relationship Between Digital Marketing Activities and Intention to Buy Via Shopee. https://papers.ssrn.com/abstract=4047441
Naszariah, R., Naseri, N., Mohd Esa, M., Abas, N., Zamratul, N., Ahmad, A., Azis, R. A., & Norazmi Bin Nordin, M. (2021). An Overview Of Online Purchase Intention Of Halal Cosmetic Product: A Perspective From Malaysia. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(10), 7674–7681. https://doi.org/10.17762/TURCOMAT.V12I10.5679
Nurhandayani, A., Syarief, R., Syarief, R., & Najib, M. (2019). THE IMPACT OF SOCIAL MEDIA INFLUENCER AND BRAND IMAGES TO PURCHASE INTENTION. Jurnal Aplikasi Manajemen, 17(4), 650–661. https://doi.org/10.21776/UB.JAM.2019.017.04.09
Ong, Y. X., & Ito, N. (2019a). “I Want to Go There Too!” Evaluating Social Media Influencer Marketing Effectiveness: A Case Study of Hokkaido’s DMO. Information and Communication Technologies in Tourism 2019, 132–144. https://doi.org/10.1007/978-3-030-05940-8_11
Ong, Y. X., & Ito, N. (2019b). Information and Communication Technologies in Tourism 2019. In Information and Communication Technologies in Tourism 2019 (Vol. 1). Springer International Publishing. https://doi.org/10.1007/978-3-030-05940-8
Plidtookpai, N., & Yoopetch, C. (2021). The electronic word-of-mouth (Ewom) trustworthiness, brand image and other determinants of purchase intention of the middle class to luxury hotel services. Kasetsart Journal of Social Sciences, 42(1), 61–68. https://doi.org/10.34044/j.kjss.2021.42.1.10
Romadhoni, B., & Nurhikmah, S. (2018). the Effect of Brand Awareness and Brand Attitude on Consumer Purchase Interest in Indihome Products in the Telecommunications ( Witel ) Area of Makassar. 14, 165–172.
Ruslan, R., Mappatompo, A., & Syafaruddin, S. (2021). PENGARUH LOKASI, PELAYANAN DAN CITRA TERHADAP GAYA HIDUP DAN MINAT BELI MASYARAKAT DI MAKASSAR MALL. COMPETITIVENESS, 10(2), 157–171. https://doi.org/10.26618/COMPETITIVENESS.V10I2.6598.G4289
Young-Ae, L., & Gyu-Ju, H. (2020). A study on the influence of social media experiences and influencers on consumers’ social media satisfaction and purchase intention. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 15(??68?), 171–181.
Zhao, Y., Wang, L., Tang, H., & Zhang, Y. (2020). Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Undefined, 41. https://doi.org/10.1016/J.ELERAP.2020.100980
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2023-08-21
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