The Effect of Social Media Marketing, eWOM, Brand Awareness, and Brand Image on Purchase Intention

Authors

  • Trio Putra Universitas Surabaya, Indonesia
  • Laurentia Verina Halim Secapramana Universitas Surabaya, Indonesia

DOI:

https://doi.org/10.38035/dijms.v6i6.5274

Keywords:

Social Media Marketing, Ewom, Brand Awareness, Brand Image, Purchase Intention

Abstract

This study aims to analyze the influence of social media marketing, eWOM, brand awareness, and brand image on purchase intention among @erigostore consumers. Data were collected through a survey with 180 respondents from an online questionnaire. Respondents of this study were Erigo consumers who had purchased within the last 6 months, those consumers also had social media and followed the @erigostore social media account, and consumers who had read or commented on Erigo products. This study used a Structural Equation Modeling (SEM) approach using the AMOS application to analyze the data. The results of this study indicate that social media marketing has a positive and significant influence on brand awareness, brand image, and purchase intention, which confirms the strategic role of social media in shaping consumer perceptions and behavior. Conversely, eWOM was found to have a negative and significant effect on brand image and purchase intention, and had no significant effect on brand awareness, which indicates that the spread of negative information online can damage brand image and reduce purchase intention even though the level of brand awareness remains high. In addition, brand awareness has a positive but insignificant influence on purchase intention, while brand image is proven to have a positive and significant influence.

References

Abirami, U., & Krishnan, J. (2018). Attitude towards celebrity endorsement-a case study of adolescent students using personal care products. International Journal of Business …. https://www.inderscienceonline.com/doi/abs/10.1504/IJBEX.2018.088311

Ajeng Sintiya, M., Aziz, N., & Praharjo, A. (2023). The Influence of Electronic Word of Mouth (e-WOM) and Brand Awareness on Purchase Decision. Jamanika (Jurnal Manajemen Bisnis Dan Kewirausahaan), 3(02), 111–119. https://doi.org/10.22219/jamanika.v3i02.27361

Al Qaimari, R., Al Hassan, M., Al Dmour, H., & Aloqaily, A. (2021). The effect of the electronic word of mouth on purchase intention via the brand image as a mediating factor: an empirical study. International Journal of Networking and Virtual Organisations, 24(2), 182. https://doi.org/10.1504/ijnvo.2021.10037256

Hair, Joseph, et al. (2014). A Primer on Partial Least Square Structural Equation Modeling. Lowokwaru, Blimbing, Klojen, Sukun dan Kedung Kandang.

Kadarusman, A., & Putri, Y. R. (2024). The Influence of E-WOM through Social Media TikTok on Aerostreet Product Brand Awareness. 4(5).

Kamalul Ariffin, S., Mohan, T., & Goh, Y. N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309–327. https://doi.org/10.1108/JRIM-11-2017-0100

Kevine Keller And, P. K. (2017). Marketing Management. Pearson Education South Asia Pte Ltd.

Lee, J. L. M., Lau, C. Y. L., & Wong, C. W. G. (2023). Reexamining brand loyalty and brand awareness with social media marketing: A collectivist country perspective. Journal of Tourism, Heritage and Services Marketing, 9(2), 3–10. https://doi.org/10.5281/zenodo.10539175

Manthiou, A., Kang, J., & Schrier, T. (2014). A visitor-based brand equity perspective: The case of a public festival. Tourism Review, 69(4), 264–283. https://doi.org/10.1108/TR-04-2014-0016

Nadhiroh, A. (2020). Pengaruh Electronic Word of Mouth, Credibility Celebrity Endorser, dan Visibility Celebrity Endorser Dewi Sandra terhadap Brand Image Wardah Cosmetics (Jurnal Pundi. https://ojs.akbpstie.ac.id/index.php/jurnal-pundi/article/view/186

Tomida, M., & Satrio, B. (2016). Pengaruh Harga dan Citra Merek terhadap Loyalitas Pelanggan Produk Footwear Yongki Komaladi di Surabaya. Jurnal Ilmu Dan Riset Manajemen, Volume 5.

Oktavia, K. N., Mariam, S., & Ramli, A. H. (2024). Social Media Marketing , Brand Image , Brand Awareness , Perceived Quality And Purchase Intention In Skincare Product Users. 12(5), 1595–1612. https://doi.org/10.37641/jimkes.v12i5.2780

Oriakhi, O. P., Amin, A., & Safdar, S. (2023). Negative Impact of Social Media Advertisements on Branding in Digital Marketing. 2023 International Conference on IT Innovation and Knowledge Discovery, ITIKD 2023, 2019, 1–4. https://doi.org/10.1109/ITIKD56332.2023.10099505

Putra, I. D. P. G. W., & Aristana, M. D. W. (2020). PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND AWARENESS DAN PURCHASE INTENTION (Studi Kasus?: SMK Kesehatan Sanjiwani Gianyar). E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 11, 1035. https://doi.org/10.24843/eeb.2020.v09.i11.p01

Praharjo, A., & Wijaya, R. (2023). Consumer’s behavior intention in using green skincare products. Environmental Issues and Social Inclusion in a Sustainable Era, 176–183. https://doi.org/10.1201/9781003360483-20

Rahmat, S. I., & Erdiansyah, R. (2024). Kreativitas Konten Iklan Mobil Listrik untuk Meningkatkan Brand Awareness. Koneksi, 8(1), 225–232. https://doi.org/10.24912/kn.v8i1.27650

Sakti, R. A. (2018). ANALISIS CELEBRITY ENDORSER DAN BRAND AWARENESS PADA MINAT BELI KONSUMEN JOGJA SCRUMMY. eprints.mercubuana-yogya.ac.id. http://eprints.mercubuana-yogya.ac.id/2082/

Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302

Zhang, H., Xu, H., & Gursoy, D. (2020). The effect of celebrity endorsement on destination brand love: A comparison of previous visitors and potential tourists. Journal of Destination Marketing & …. https://www.sciencedirect.com/science/article/pii/S2212571X20300767

Zhao, X., Wang, L., & Fan, J. (2015). Exploring the influence of online reviews on purchase intention: A comparative study of positive versus negative reviews. Journal of Information & Knowledge Management, 14(01), 1550004. https://doi.org/10.1142/S0219649215500040

Downloads

Published

2025-07-30

How to Cite

Putra, T., & Secapramana, L. V. H. (2025). The Effect of Social Media Marketing, eWOM, Brand Awareness, and Brand Image on Purchase Intention. Dinasti International Journal of Management Science, 6(6), 1406–1413. https://doi.org/10.38035/dijms.v6i6.5274

Issue

Vol. 6 No. 6 (2025): Dinasti International Journal of Management Science (July - August 2025)

Section

Articles

License

Copyright (c) 2025 Trio Putra, Laurentia Verina Halim Secapramana

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish their manuscripts in this journal agree to the following conditions:

  1. The copyright on each article belongs to the author(s).
  2. The author acknowledges that the Dinasti International Journal of Management Science (DIJMS) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
  3. Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Management Science (DIJMS).