The influence of social media marketing and electronic word of mouth (e-WOM) on purchase intention through brand image as a mediating variable
-
Fadhia Mey Aulia Qolbi(1*)
Department of Management, Faculty of Economics and Business, Universitas Negeri Semarang
-
Dwi Cahyaningdyah(2)
Department of Management, Faculty of Economics and Business, Universitas Negeri Semarang
(*) Corresponding Author
Keywords:
Purchase Intention, Social Media Marketing, Electronic Word of Mouth, Brand Image
Abstract
This study investigates the mediating role of brand image in the relationships between social media marketing (SMM), electronic word of mouth (EWOM), and purchase intention among skincare consumers in Central Java. As digital platforms are increasingly influencing consumers to make decisions in the beauty industry, understanding the mechanisms through which online marketing activities influence purchase intention has become a critical area of research. Employing a quantitative research from 175 social media users, from questionnaire distributed online using a convenience sampling technique. The data analysis used was SEM with SmartPLS. It was found that SMM and BI exert significant positive effects on PI, indicating that engaging digital marketing activities and favorable brand perceptions play important roles in encouraging consumers’ willingness to purchase skincare products. In contrast, EWOM does not directly influence PI. However, both SMM and EWOM significantly contribute to the formation of BI. Furthermore, the mediation analysis demonstrates that BI fully mediates the relationship between EWOM and PI and partially mediates the relationship between SMM and PI. These results suggest that consumers’ responses to online information and marketing communications are largely shaped through the development of positive brand perceptions. The study contributes to the digital marketing and consumer behavior literature by highlighting the strategic importance of BI as a key mechanism through which social media engagement and online consumer communications translate into stronger PI in the skincare industry.
Keywords: Purchase Intention; Social Media Marketing; Electronic Word of Mouth; Brand Image
Downloads
Download data is not yet available.
References
Ali, I., & Naushad, M. (2023). Examining the influence of social media marketing on purchase intention: The mediating role of brand image. Innovative Marketing, 19, 145–157. https://doi.org/10.21511/im.19(4).2023.12
Alrwashdeh, M., Emeagwali, O. L., & Aljuhmani, H. Y. (2019). The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in north Cyprus. Management Science Letters, 9(4), 505–518. https://doi.org/10.5267/j.msl.2019.1.011
An, G. K., & Ngo, T. T. A. (2025). Uncovering the influence of social media marketing activities on Generation Z’s purchase intentions and eWOM for organic cosmetics. Plos One, 20(6 June), 1–27. https://doi.org/10.1371/journal.pone.0325953
Anjar, T., & Riski, W. D. (2024). Pengaruh Kualitas Tampilan Aplikasi Dan Harga Terhadap Minat Beli Gen Z Dengan Kepuasan Pelanggan Sebagai Mediasi Pada Pengguna Social Commerce Tiktok Shop Di Yogyakarta. Jurnal Akuntansi Dan Manajemen Bisnis, 4(2), 113–126. https://doi.org/10.56127/jaman.v4i2.1619
Aslam, W., Farhat, K., & Arif, I. (2019). Role of electronic word of mouth on purchase intention. International Journal of Business Information Systems, 30(4), 411–426. https://doi.org/10.1504/IJBIS.2019.099304
Atika, A., Kusumawati, A., & Iqbal, M. (2017). the Effect of Electronic Word of Mouth, Message Source Credibility, Information Quality on Brand Image and Purchase Intention. EKUITAS (Jurnal Ekonomi Dan Keuangan), 20(1), 94. https://doi.org/10.24034/j25485024.y2016.v20.i1.1780
Bali JPNN. (2025). Industri Skincare di Indonesia Tumbuh Positif, Konsumen Makin Peduli Perawatan Diri. https://bali.jpnn.com/bali-terkini/33652/industri-skincare-di-indonesia-tumbuh-positif-konsumen-makin-peduli-perawatan-diri
Bibi, T., Mubashir, A., Ahmed, A., Aftab, D., & Bilal, S. M. (2025). The Influence of Social Media Marketing on Purchase Intention Mediated by Brand Image and Brand Awareness. Journal of Social & Organizational Matters, 4(1), 97–111. https://doi.org/10.56976/jsom.v4i1.169
Bui, C. T., Ngo, T. T. A., Chau, H. K. L., & Tran, N. P. N. (2025). How perceived eWOM in visual form influences online purchase intention on social media: A research based on the SOR theory. Plos One, 20(7 July), 1–33. https://doi.org/10.1371/journal.pone.0328093
Cahyanto, W. (2022). Analisa Pengaruh Service Quality dan Customer RelationshipTerhadap Customer LoyaltyDan Customer SatisfactionDengan Metode Structural Equation Modeling Partial Least Square(Sem Pls) PT Telekomunikasi Indonesia. Scientifict Journal of Industrial Engineering, Vol. 3(1), 49–57.
Chakraborty, U., & Bhat, S. (2018). Credibility of online reviews and its impact on brand image. Management Research Review, 41(1), 148–164.
https://doi.org/10.1108/MRR-06-2017-0173
Chatterjee, D., & Basu, P. (2023). Classification Analysis for Brand Loyalty Determination. Global Business Review, 24(1), 106–120.
https://doi.org/10.1177/0972150919892689
Damanik, M. R., Manik, R. L., & Khadafi, M. (2025). Quantitative Research Methods : Concepts , Types , Stages , and Advantages. 13479–13496.
Dong, D., Malik, H. A., Liu, Y., Elashkar, E. E., Shoukry, A. M., & Khader, J. A. (2021). Battling for Consumer’s Positive Purchase Intention: A Comparative Study Between Two Psychological Techniques to Achieve Success and Sustainability for Digital Entrepreneurships. Frontiers in Psychology, 12(May), 1–12. https://doi.org/10.3389/fpsyg.2021.665194
Duong, N. H., Duong, C. V., Nguyen Ba, T. K., Tran, B. T., & Thai, M. C. (2025). the Influence of Unverified News and Electronic Word-of-Mouth on Customer Satisfaction and Purchase Intention: an Empirical Study on the Food and Beverage Industry. Innovative Marketing, 21(1), 142–156.
https://doi.org/10.21511/im.21(1).2025.12
Edrees, M. E. A. (2025). The Impact of Electronic Word of Mouth on Consumer Purchase Intention in Saudi Arabia E-Commerce Fashion Market: Exploring Trends, Credibility, and Social Media Influence. International Review of Management and Marketing, 15(5), 323–333. https://doi.org/10.32479/irmm.19997
Faisal, A., & Ekawanto, I. (2022). The role of Social Media Marketing in increasing Brand Awareness, Brand Image and Purchase Intention. Indonesian Management and Accounting Research, 20(2), 185–208.
Farzin, M., & Fattahi, M. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161–183. https://doi.org/10.1108/JAMR-05-2017-0062
Fazri, I. L., & Evanita, S. (2025). the Role of Brand Image in Mediating Social Media Marketing and Electronic Word of Mouth Towards Purchase Intention on Emina Products in Padang Panjang City. Journal of Management : Small and Medium Enterprises (SMEs), 18(1), 697–712. https://doi.org/10.35508/jom.v18i1.20617
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Squares Structural Equation Modeling (PLS-SEM) Using R. In Structural Equation Modeling: A Multidisciplinary Journal (Vol. 30, Issue 1).
https://doi.org/10.1080/10705511.2022.2108813
Hanifah, H., Salsabillah, L., Fitri, A. T., Febriani, R. M., Hidayatullah, R., & Harmonedi. (2025). Landasan Teori, Penelitian Relevan, Kerangka Berpikir Dan Hipotesis Penelitian Pendidikan. Formatif: Jurnal Ilmiah Pendidikan, April. http://ejournal.yayasanpendidikandzurriyatulquran.id/index.php/ihsan
Harvina, L. G. D., Ellitan, L., & Lukito, R. S. H. (2022). The Effect of Social Media Marketing on Brand Image, Brand Trust, and Purchase Intention of Somethinc Skincare Products in Surabaya. Journal of Entrepreneurship & Business, 3(2), 104–114. https://doi.org/10.24123/jeb.v3i2.4801
Henseler, J. (2017). Partial Least Squares Path Modeling. Springer International Publishing. https://doi.org/10.1007/978-3-319-53469-5
Hibah, A. N., Febriansah, R. E., & Yani, M. (2025). Pengaruh Electronic Word of Mouth, Brand Awareness dan Perceived Quality Terhadap Keputusan Pembelian pada Pengguna Gofood. Paradoks Jurnal Ilmu Ekonomi, 8(2), 1–21.
Hu, S., & Zhu, Z. (2022). Effects of Social Media Usage on Consumers’ Purchase Intention in Social Commerce: A Cross-Cultural Empirical Analysis. Frontiers in Psychology, 13(May), 1–17. https://doi.org/10.3389/fpsyg.2022.837752
Kaushal, D., Mishra, A. K., & Bisht, S. (2023). Relation between electronic word of mouth and purchase intention: Exploring the mediating role of brand image. International Journal of Internet Marketing and Advertising, 19(1–2), 86–99. https://doi.org/10.1504/IJIMA.2023.132720
Khan, I. (2022). Do brands’ social media marketing activities matter? A moderation analysis. Journal of Retailing and Consumer Services, 64(September 2021), 102794. https://doi.org/10.1016/j.jretconser.2021.102794
Kim, S. S. (2020). Purchase intention in the online open market: Do concerns for E-commerce really matter? Sustainability (Switzerland), 12(3).
https://doi.org/10.3390/su12030773
Kohler, E., Mogaji, E., & Erkan, İ. (2023). Save the Trip to the Store: Sustainable Shopping, Electronic Word of Mouth on Instagram and the Impact on Cosmetic Purchase Intentions [Ahórrate el viaje a la tienda: compras sostenibles, boca a boca electrónico en Instagram y su impacto en las intencione. Sustainability (Switzerland), 15(10). https://doi.org/10.3390/su15108036
Kontan. (2024). Industri Kecantikan Diproyeksikan Tumbuh 4,86% Per Tahun Hingga 2029. https://industri.kontan.co.id/news/industri-kecantikan-diproyeksikan-tumbuh-486-per-tahun-hingga-2029
Lady, S. S., Melsen, F., Purwianti, L., & Liu, C. (2025). Exploring Gen-Z Online Fashion Purchase Intention Using SOR Model: The Moderating Role of Gender. Jurnal Manajemen Bisnis, 16(2), 372–394. https://doi.org/10.18196/mb.v16i2.25591
Lee, C.-H., & Chen, C.-W. (2021). Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework. Information, 12(6), 241. https://doi.org/10.3390/info12060241
Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218.
https://doi.org/10.1016/j.apmrv.2015.03.005
Mahmud, M. S., Islam, M. N., Ali, M. R., & Mehjabin, N. (2024). Impact of Electronic Word of Mouth on Customers’ Buying Intention Considering Trust as a Mediator: A SEM Approach. Global Business Review, 25(2_suppl), S184–S198. https://doi.org/10.1177/0972150920976345
Market Research. (2025). Indonesian Skincare Market Overview: Trends and Insights. https://www.researchinindonesia.com/insight/indonesia-skincare-market-overview
Mauliza, F., & Fadhilla, H. N. (2025). The Influences of Social Media Marketing on the Purchase Intention. Research Horizon, 5(3), 675–690.
Moslehpour, M., Ismail, T., Purba, B., & Wong, W. K. (2022). What makes go-jek go in indonesia? The influences of social media marketing activities on purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 89–103. https://doi.org/10.3390/jtaer17010005
Mubdir, G. A., Hashim, S., Ayob, A. H., & Rosli, N. (2024). Online Purchase Intention using Social Media: A Systematic Literature Review. Engineering, Technology and Applied Science Research, 14(5), 17261–17268. https://doi.org/10.48084/etasr.8395
Nguyen, C., Nguyen, N., & Duong, A. (2020). The relationships of social media marketing, consumer engagement and purchase intention. Test Engineering and Management, 83(May-June 2020), 24653–24666.
Nurlatifah, F., Ariyanti, M., & Iskamto, D. (2025). The Effect of Social Media Marketing On Purchase Intention: The Mediating Role of Brand Image and Brand Trust. Quality-Access to Success, 26(205), 443–450. https://doi.org/10.47750/QAS/26.205.45
Populix. (2025). Populix Ungkap Tren Skincare Gen Z dan Milenial: Meskipun Dibanjiri Produk Luar, Skincare Lokal Masih Juara. https://info.populix.co/articles/tren-skincare-gen-z-dan-milenial/
Pramono, R., Sondakh, L. W., Bernarto, I., Juliana, J., & Purwanto, A. (2020). Determinants of the Small and
Medium Enterprises Progress : A Case Study of SME Entrepreneurs in Manado , Indonesia. Journal of Asian Finance, Economics and Business, 8(1), 881–889. https://doi.org/10.13106/jafeb.2021.vol8.no1.881
Pratiwi, S. D. (2024). Peran Customer Agility Dalam Meningkatkan Salesperson Performance Melalui Strategic Orientation Dan Customer Orientation. Universitas Islam Sultan Agung.
Putri, A. F., & Hadi, E. D. (2025). Mediation of Brand Image Between the Influence of Social Media Marketing and Electronic Word of Mouth on Purchase Intention Somethinc. Indonesian Journal of Business Analytics, 5(2), 1851–1864.
https://doi.org/10.55927/ijba.v5i2.14112
Qiao, L., & Sun, P. J. (2024). The Dynamics of Social Media Marketing: Unraveling the Impact on Customer Purchase Intentions through Engagement and Trust. Journal of Distribution Science, 22(3), 21–31.
https://doi.org/10.15722/jds.22.03.202403.21
Razy, F. F., & Lajevardi, M. (2015). Investigating Relationship between Brand image, Price Discount and Purchase intention. Journal of Marketing and Consumer Research, 17(2000), 49–56. https://core.ac.uk/download/pdf/234694064.pdf
Salhab, H. A., Al-Amarneh, A., Aljabaly, S. M., Al Zoubi, M. M., & Othman, M. D. (2023). The impact of social media marketing on purchase intention: The mediating role of brand trust and image. International Journal of Data and Network Science, 7(2), 591–600. https://doi.org/10.5267/j.ijdns.2023.3.012
Shaheer, S. A., Zain, F., Aslam, M., & Abbas, M. Z. (2024). The Triadic Effect of Electronic Word of Mouth, Brand Image, and Trust on Purchase Intention. Policy Journal of Social Science Review, 2(4), 803–827.
Sujarwa, A. S. (2024). Analisis Online Impulse Buying Menggunakan Metode Framework Sor (Stimulus, Organism, Response) Pada Santri Pondok Pesantren At Ta’abbud. Iiq An Nur Yogyakarta.
Sulthana, A. N., & Vasantha, S. (2019). Influence of electronic word of mouth eWOM on purchase intention. International Journal of Scientific and Technology Research, 8(10), 1–5.
Tafolli, F., Qema, E., & Hameli, K. (2025). The impact of electronic word-of-mouth on purchase intention through brand image and brand trust in the fashion industry: evidence from a developing country. Research Journal of Textile and Apparel, February. https://doi.org/10.1108/RJTA-07-2024-0131
Tarsakoo, P., & Charoensukmongkol, P. (2020). Dimensions of social media marketing capabilities and their contribution to business performance of firms in Thailand. Journal of Asia Business Studies, 14(4), 441–461. https://doi.org/10.1108/JABS-07-2018-0204
Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). ‘I See It, I Want It, I Buy It’: The Role of Social Media Marketing in Shaping Brand Image and Gen Z’s Intention to Purchase Local Product. Society, 10(2), 351–369.
https://doi.org/10.33019/society.v10i2.463
Zeqiri, J., Koku, P. S., Dobre, C., Milovan, A. M., Hasani, V. V., & Paientko, T. (2025). The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies. Marketing Intelligence and Planning, 43(1), 28–49. https://doi.org/10.1108/MIP-06-2023-0248
Zhu, L., Li, H., Wang, F. K., He, W., & Tian, Z. (2020). How online reviews affect purchase intention: a new model based on the stimulus-organism-response (S-O-R) framework. Aslib Journal of Information Management, 72(4), 463–488. https://doi.org/10.1108/AJIM-11-2019-0308
Alrwashdeh, M., Emeagwali, O. L., & Aljuhmani, H. Y. (2019). The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in north Cyprus. Management Science Letters, 9(4), 505–518. https://doi.org/10.5267/j.msl.2019.1.011
An, G. K., & Ngo, T. T. A. (2025). Uncovering the influence of social media marketing activities on Generation Z’s purchase intentions and eWOM for organic cosmetics. Plos One, 20(6 June), 1–27. https://doi.org/10.1371/journal.pone.0325953
Anjar, T., & Riski, W. D. (2024). Pengaruh Kualitas Tampilan Aplikasi Dan Harga Terhadap Minat Beli Gen Z Dengan Kepuasan Pelanggan Sebagai Mediasi Pada Pengguna Social Commerce Tiktok Shop Di Yogyakarta. Jurnal Akuntansi Dan Manajemen Bisnis, 4(2), 113–126. https://doi.org/10.56127/jaman.v4i2.1619
Aslam, W., Farhat, K., & Arif, I. (2019). Role of electronic word of mouth on purchase intention. International Journal of Business Information Systems, 30(4), 411–426. https://doi.org/10.1504/IJBIS.2019.099304
Atika, A., Kusumawati, A., & Iqbal, M. (2017). the Effect of Electronic Word of Mouth, Message Source Credibility, Information Quality on Brand Image and Purchase Intention. EKUITAS (Jurnal Ekonomi Dan Keuangan), 20(1), 94. https://doi.org/10.24034/j25485024.y2016.v20.i1.1780
Bali JPNN. (2025). Industri Skincare di Indonesia Tumbuh Positif, Konsumen Makin Peduli Perawatan Diri. https://bali.jpnn.com/bali-terkini/33652/industri-skincare-di-indonesia-tumbuh-positif-konsumen-makin-peduli-perawatan-diri
Bibi, T., Mubashir, A., Ahmed, A., Aftab, D., & Bilal, S. M. (2025). The Influence of Social Media Marketing on Purchase Intention Mediated by Brand Image and Brand Awareness. Journal of Social & Organizational Matters, 4(1), 97–111. https://doi.org/10.56976/jsom.v4i1.169
Bui, C. T., Ngo, T. T. A., Chau, H. K. L., & Tran, N. P. N. (2025). How perceived eWOM in visual form influences online purchase intention on social media: A research based on the SOR theory. Plos One, 20(7 July), 1–33. https://doi.org/10.1371/journal.pone.0328093
Cahyanto, W. (2022). Analisa Pengaruh Service Quality dan Customer RelationshipTerhadap Customer LoyaltyDan Customer SatisfactionDengan Metode Structural Equation Modeling Partial Least Square(Sem Pls) PT Telekomunikasi Indonesia. Scientifict Journal of Industrial Engineering, Vol. 3(1), 49–57.
Chakraborty, U., & Bhat, S. (2018). Credibility of online reviews and its impact on brand image. Management Research Review, 41(1), 148–164.
https://doi.org/10.1108/MRR-06-2017-0173
Chatterjee, D., & Basu, P. (2023). Classification Analysis for Brand Loyalty Determination. Global Business Review, 24(1), 106–120.
https://doi.org/10.1177/0972150919892689
Damanik, M. R., Manik, R. L., & Khadafi, M. (2025). Quantitative Research Methods : Concepts , Types , Stages , and Advantages. 13479–13496.
Dong, D., Malik, H. A., Liu, Y., Elashkar, E. E., Shoukry, A. M., & Khader, J. A. (2021). Battling for Consumer’s Positive Purchase Intention: A Comparative Study Between Two Psychological Techniques to Achieve Success and Sustainability for Digital Entrepreneurships. Frontiers in Psychology, 12(May), 1–12. https://doi.org/10.3389/fpsyg.2021.665194
Duong, N. H., Duong, C. V., Nguyen Ba, T. K., Tran, B. T., & Thai, M. C. (2025). the Influence of Unverified News and Electronic Word-of-Mouth on Customer Satisfaction and Purchase Intention: an Empirical Study on the Food and Beverage Industry. Innovative Marketing, 21(1), 142–156.
https://doi.org/10.21511/im.21(1).2025.12
Edrees, M. E. A. (2025). The Impact of Electronic Word of Mouth on Consumer Purchase Intention in Saudi Arabia E-Commerce Fashion Market: Exploring Trends, Credibility, and Social Media Influence. International Review of Management and Marketing, 15(5), 323–333. https://doi.org/10.32479/irmm.19997
Faisal, A., & Ekawanto, I. (2022). The role of Social Media Marketing in increasing Brand Awareness, Brand Image and Purchase Intention. Indonesian Management and Accounting Research, 20(2), 185–208.
Farzin, M., & Fattahi, M. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161–183. https://doi.org/10.1108/JAMR-05-2017-0062
Fazri, I. L., & Evanita, S. (2025). the Role of Brand Image in Mediating Social Media Marketing and Electronic Word of Mouth Towards Purchase Intention on Emina Products in Padang Panjang City. Journal of Management : Small and Medium Enterprises (SMEs), 18(1), 697–712. https://doi.org/10.35508/jom.v18i1.20617
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Squares Structural Equation Modeling (PLS-SEM) Using R. In Structural Equation Modeling: A Multidisciplinary Journal (Vol. 30, Issue 1).
https://doi.org/10.1080/10705511.2022.2108813
Hanifah, H., Salsabillah, L., Fitri, A. T., Febriani, R. M., Hidayatullah, R., & Harmonedi. (2025). Landasan Teori, Penelitian Relevan, Kerangka Berpikir Dan Hipotesis Penelitian Pendidikan. Formatif: Jurnal Ilmiah Pendidikan, April. http://ejournal.yayasanpendidikandzurriyatulquran.id/index.php/ihsan
Harvina, L. G. D., Ellitan, L., & Lukito, R. S. H. (2022). The Effect of Social Media Marketing on Brand Image, Brand Trust, and Purchase Intention of Somethinc Skincare Products in Surabaya. Journal of Entrepreneurship & Business, 3(2), 104–114. https://doi.org/10.24123/jeb.v3i2.4801
Henseler, J. (2017). Partial Least Squares Path Modeling. Springer International Publishing. https://doi.org/10.1007/978-3-319-53469-5
Hibah, A. N., Febriansah, R. E., & Yani, M. (2025). Pengaruh Electronic Word of Mouth, Brand Awareness dan Perceived Quality Terhadap Keputusan Pembelian pada Pengguna Gofood. Paradoks Jurnal Ilmu Ekonomi, 8(2), 1–21.
Hu, S., & Zhu, Z. (2022). Effects of Social Media Usage on Consumers’ Purchase Intention in Social Commerce: A Cross-Cultural Empirical Analysis. Frontiers in Psychology, 13(May), 1–17. https://doi.org/10.3389/fpsyg.2022.837752
Kaushal, D., Mishra, A. K., & Bisht, S. (2023). Relation between electronic word of mouth and purchase intention: Exploring the mediating role of brand image. International Journal of Internet Marketing and Advertising, 19(1–2), 86–99. https://doi.org/10.1504/IJIMA.2023.132720
Khan, I. (2022). Do brands’ social media marketing activities matter? A moderation analysis. Journal of Retailing and Consumer Services, 64(September 2021), 102794. https://doi.org/10.1016/j.jretconser.2021.102794
Kim, S. S. (2020). Purchase intention in the online open market: Do concerns for E-commerce really matter? Sustainability (Switzerland), 12(3).
https://doi.org/10.3390/su12030773
Kohler, E., Mogaji, E., & Erkan, İ. (2023). Save the Trip to the Store: Sustainable Shopping, Electronic Word of Mouth on Instagram and the Impact on Cosmetic Purchase Intentions [Ahórrate el viaje a la tienda: compras sostenibles, boca a boca electrónico en Instagram y su impacto en las intencione. Sustainability (Switzerland), 15(10). https://doi.org/10.3390/su15108036
Kontan. (2024). Industri Kecantikan Diproyeksikan Tumbuh 4,86% Per Tahun Hingga 2029. https://industri.kontan.co.id/news/industri-kecantikan-diproyeksikan-tumbuh-486-per-tahun-hingga-2029
Lady, S. S., Melsen, F., Purwianti, L., & Liu, C. (2025). Exploring Gen-Z Online Fashion Purchase Intention Using SOR Model: The Moderating Role of Gender. Jurnal Manajemen Bisnis, 16(2), 372–394. https://doi.org/10.18196/mb.v16i2.25591
Lee, C.-H., & Chen, C.-W. (2021). Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework. Information, 12(6), 241. https://doi.org/10.3390/info12060241
Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218.
https://doi.org/10.1016/j.apmrv.2015.03.005
Mahmud, M. S., Islam, M. N., Ali, M. R., & Mehjabin, N. (2024). Impact of Electronic Word of Mouth on Customers’ Buying Intention Considering Trust as a Mediator: A SEM Approach. Global Business Review, 25(2_suppl), S184–S198. https://doi.org/10.1177/0972150920976345
Market Research. (2025). Indonesian Skincare Market Overview: Trends and Insights. https://www.researchinindonesia.com/insight/indonesia-skincare-market-overview
Mauliza, F., & Fadhilla, H. N. (2025). The Influences of Social Media Marketing on the Purchase Intention. Research Horizon, 5(3), 675–690.
Moslehpour, M., Ismail, T., Purba, B., & Wong, W. K. (2022). What makes go-jek go in indonesia? The influences of social media marketing activities on purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 89–103. https://doi.org/10.3390/jtaer17010005
Mubdir, G. A., Hashim, S., Ayob, A. H., & Rosli, N. (2024). Online Purchase Intention using Social Media: A Systematic Literature Review. Engineering, Technology and Applied Science Research, 14(5), 17261–17268. https://doi.org/10.48084/etasr.8395
Nguyen, C., Nguyen, N., & Duong, A. (2020). The relationships of social media marketing, consumer engagement and purchase intention. Test Engineering and Management, 83(May-June 2020), 24653–24666.
Nurlatifah, F., Ariyanti, M., & Iskamto, D. (2025). The Effect of Social Media Marketing On Purchase Intention: The Mediating Role of Brand Image and Brand Trust. Quality-Access to Success, 26(205), 443–450. https://doi.org/10.47750/QAS/26.205.45
Populix. (2025). Populix Ungkap Tren Skincare Gen Z dan Milenial: Meskipun Dibanjiri Produk Luar, Skincare Lokal Masih Juara. https://info.populix.co/articles/tren-skincare-gen-z-dan-milenial/
Pramono, R., Sondakh, L. W., Bernarto, I., Juliana, J., & Purwanto, A. (2020). Determinants of the Small and
Medium Enterprises Progress : A Case Study of SME Entrepreneurs in Manado , Indonesia. Journal of Asian Finance, Economics and Business, 8(1), 881–889. https://doi.org/10.13106/jafeb.2021.vol8.no1.881
Pratiwi, S. D. (2024). Peran Customer Agility Dalam Meningkatkan Salesperson Performance Melalui Strategic Orientation Dan Customer Orientation. Universitas Islam Sultan Agung.
Putri, A. F., & Hadi, E. D. (2025). Mediation of Brand Image Between the Influence of Social Media Marketing and Electronic Word of Mouth on Purchase Intention Somethinc. Indonesian Journal of Business Analytics, 5(2), 1851–1864.
https://doi.org/10.55927/ijba.v5i2.14112
Qiao, L., & Sun, P. J. (2024). The Dynamics of Social Media Marketing: Unraveling the Impact on Customer Purchase Intentions through Engagement and Trust. Journal of Distribution Science, 22(3), 21–31.
https://doi.org/10.15722/jds.22.03.202403.21
Razy, F. F., & Lajevardi, M. (2015). Investigating Relationship between Brand image, Price Discount and Purchase intention. Journal of Marketing and Consumer Research, 17(2000), 49–56. https://core.ac.uk/download/pdf/234694064.pdf
Salhab, H. A., Al-Amarneh, A., Aljabaly, S. M., Al Zoubi, M. M., & Othman, M. D. (2023). The impact of social media marketing on purchase intention: The mediating role of brand trust and image. International Journal of Data and Network Science, 7(2), 591–600. https://doi.org/10.5267/j.ijdns.2023.3.012
Shaheer, S. A., Zain, F., Aslam, M., & Abbas, M. Z. (2024). The Triadic Effect of Electronic Word of Mouth, Brand Image, and Trust on Purchase Intention. Policy Journal of Social Science Review, 2(4), 803–827.
Sujarwa, A. S. (2024). Analisis Online Impulse Buying Menggunakan Metode Framework Sor (Stimulus, Organism, Response) Pada Santri Pondok Pesantren At Ta’abbud. Iiq An Nur Yogyakarta.
Sulthana, A. N., & Vasantha, S. (2019). Influence of electronic word of mouth eWOM on purchase intention. International Journal of Scientific and Technology Research, 8(10), 1–5.
Tafolli, F., Qema, E., & Hameli, K. (2025). The impact of electronic word-of-mouth on purchase intention through brand image and brand trust in the fashion industry: evidence from a developing country. Research Journal of Textile and Apparel, February. https://doi.org/10.1108/RJTA-07-2024-0131
Tarsakoo, P., & Charoensukmongkol, P. (2020). Dimensions of social media marketing capabilities and their contribution to business performance of firms in Thailand. Journal of Asia Business Studies, 14(4), 441–461. https://doi.org/10.1108/JABS-07-2018-0204
Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). ‘I See It, I Want It, I Buy It’: The Role of Social Media Marketing in Shaping Brand Image and Gen Z’s Intention to Purchase Local Product. Society, 10(2), 351–369.
https://doi.org/10.33019/society.v10i2.463
Zeqiri, J., Koku, P. S., Dobre, C., Milovan, A. M., Hasani, V. V., & Paientko, T. (2025). The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies. Marketing Intelligence and Planning, 43(1), 28–49. https://doi.org/10.1108/MIP-06-2023-0248
Zhu, L., Li, H., Wang, F. K., He, W., & Tian, Z. (2020). How online reviews affect purchase intention: a new model based on the stimulus-organism-response (S-O-R) framework. Aslib Journal of Information Management, 72(4), 463–488. https://doi.org/10.1108/AJIM-11-2019-0308
Published
2026-07-07
How to Cite
Qolbi, F., & Cahyaningdyah, D. (2026). The influence of social media marketing and electronic word of mouth (e-WOM) on purchase intention through brand image as a mediating variable. Journal of Management : Small and Medium Enterprises (SMEs), 19(2), 1063-1081. https://doi.org/10.35508/jom.v19i2.26062
Section
Articles
