Salman, Salsabillah (2025) PENGARUH BRAND IMAGE, INFLUENCER DAN ELECTRONIC WORD OF MOUTH (E-WOM) PADA KEPUTUSAN PEMBELIAN PRODUK LIPSTIK WARDAH DI KOTA GRESIK. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In this era of globalization, technology is developing rapidly, especially information and communication technology. This research aims to analyze the impact of brand image, influencers, and electronic word of mouth (e-WOM) on consumer purchasing decisions for Wardah lipstick in Gresik City. The purpose of this research is to examine the impact of brand image, influencers, and electronic word of mouth (e-WOM) on consumer decisions to purchase Wardah lipstick in Gresik City. The background of this research is based on the phenomenon of declining search trends and sales of Wardah products despite its strong brand image, active influencer strategies, and numerous positive digital reviews. This study used a quantitative approach, and a survey was conducted with 95 consumers who had purchased Wardah lipstick. SmartPLS software was used to conduct Partial Least Squares (PLS) data analysis. The results showed that the three independent variables—electronic word of mouth, influencers, and brand image—have a positive and significant impact on consumer purchasing decisions. Brand image is a key factor in consumer decision-making. The results demonstrate the importance for businesses to maintain brand image and strengthen digital marketing strategies through e-WOM and targeted influencers. According to the research results, it can be seen that (1) Brand Image, (2) Influencers and (3) Electronic Word of Mouth have a significant and positive impact on the decision to purchase Wardah lipstick in Gresik City. Kata Kunci : Brand Image, Influencers, Electronic Word of Mouth, Purchase Decisions
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Salsabillah Salman | ||||||||
| Date Deposited: | 11 Sep 2025 04:58 | ||||||||
| Last Modified: | 11 Sep 2025 05:17 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/42650 |
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